To industry observers the situation seems clear: changes taking place in IT buyer decision processes require corresponding changes in how vendors deal with influencers, such as the industry analysts. However, the changes in tech decision-maker processes have been gradual and have varied greatly by market. Plus, critical aspects of buying decisions remain hidden from external view. As a result, few in tech marketing are aware of the extent of change taking place in their customer decision processes. Even fewer are thinking about how best to map the new realities to Analyst Relations programs.
I recently had the opportunity to speak with 3 of the people who are not only thinking about it, but translating their observations and ideas into practice: Evan Quinn, director of Corporate Analyst Relations at HP; Jennifer Bartolo, vice president of IT Influencer Relations for SAP; and Debashish Sinha, vice president of Marketing for HCL America.
They are pioneering analyst relations for the next decade. You can check out my initial notes in our newsletter, The Influencer.