If you’ve been following my blogs or are a client, you’re familiar with my position on alternatives to the tech industry analysts for research and advisory. With this post, I’m bringing these conversations about alternatives to the industry analysts online. This post introduces some basic ideas and examples.
My position is simple: well-respected alternatives are out there; more sources are popping up all the time; only a fool ignores the good ones. Likewise, only a fool rushes in. The supply of ersatz research is bountiful as ever. Caveat emptor.
Today, I see very few cases where the alternatives completely displace the industry analysts. Typically, they coexist as vital resources. Often, they’re served up side-by-side in an integrated information portal available to employees. The alternatives tend to be most useful in 3 scenarios:
- Supporting specific decisions in real time
- Delving into topics that don’t attract dedicated industry analyst coverage
- Helping professionals develop broader, deeper or more inclusive perspectives
So where’s the good stuff? That depends on whether you want data-driven intelligence to help you buy and implement tech, or build and sell it. To start, here’s a short list of examples.
Associations: Long a sales and marketing channel for the tech industry analysts, many associations now offer their own research services to members and the public.  Some groups permit members to conduct custom research and encourage well documented case studies and best practices. Others leverage member-supported research for advocacy and thought leadership. Classic examples include the Consumer Electronics Association, IEEE, NASCIO and Socitm.
Academics: The ongoing disconnect between business and academia, at least here in the U.S., baffles many including me. The mutual disrespect might have been appropriate in years past. It is not today. Here’s the bite: some of the most successful companies in the world know this and fund research. Â Classic examples in this category include MIT Sloan School of Management, Stanford University and Wharton School of the University of Pennsylvania.
Consultants: Management consultants have produced insightful research for decades. This group has the greatest overlap with the industry analysts who advise tech buyers. Classic examples include Booz Allen Hamilton, Deloitte and  PricewaterhouseCoopers.
Smaller associations, universities, and consultancies can produce equally valuable data-driven insight. Plus, there are several other categories. Media and government agencies jump to mind.
Data-driven insight is available from many reputable sources. IT professionals look to them for information, validation and advice. As a result, tech providers need to see them for what they are: influencers.
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March 23rd, 2010 at 5:38 am
Good post Barbara, I agree in particular with academia and consultants.
The thing is: how do you reach them? How can you possibly extend your AR programme to those influencers?
April 11th, 2010 at 6:49 am
What are your thoughts on peer groups? One does not need a formal “association” in order to get credible advice. For example, I have an open door policy where I will share advice with any Enterprise Architect in a Fortune enterprise. All they have to do is pick up the phone and call.
Dialogs in this manner allow two-way sharing of perspectives that cannot be gained through other channels. Analyst relations professionals can also participate by connecting more its its own customers to each other.
April 13th, 2010 at 5:34 pm
Great comments, great questions!
Ludovic: Most tech providers will only gradually engage with alternate research sources, so most analyst relations teams will have ample time to plan an orderly expansion. The “how” is really quite straightforward: develop the timeline; identify and prioritize alternate sources; assess relationship skills for gaps; and update program objectives & measurements. Also, developing better scalability is even more crucial going forward for every marketing function, including AR.
James: I echo your viewpoint with one caveat. Peers are the most important decision influencers in tech, hands down. They’re also becoming much more accessible to each other through social media, mobile communications, instant messaging, and peer-focused events. My caveat: Peers offer experience-driven guidance. Peers cannot offer transferable research-driven guidance. Even extensive benchmarks and product trials/reviews are not readily transferable, because they are so optimized for the specific internal environment.