Advanced registration is required.Â If you’re involved in analyst relations, at an agency or vendor, you can register for the meeting. Likewise, if you’re between AR-focused jobs, you can register.Â You’ll also get complimentary access to the full-day IDC conference.
Request your invitation via an email toÂ Peggy O’Neill at firstname.lastname@example.org. More at IIAR blog.
Big thanks to IDC, the analyst relations practice at H&K, and the IIAR for their generosity in arranging the private luncheon and the free access to the Directions 2010 conference.
Hyatt Regency - attached to Santa Clara Convention Center
March 10, 2010
12:15 PM - 1:15 PM
12:15PM - 12:30 PM
Crawford Del Prete, Executive Vice President of Worldwide Research, IDC, will provide an overview and highlight the details of IDC’s end user IT research strategy. His presentation will include an update on IDC’s Insights organization, IDC’s MarketScape assessment tool, and the ground breaking IDC Insights Community.
12:30 PM - 1:05 PM
Joshua Reynolds, Senior Vice President, Hill & Knowlton’s global tech practice lead, will present key findings from H&K’s 2009 tech decision maker’s study, the latest insights on the impact of AR on IR and corporate valuation, and the evolving role of AR professionals as they take on Influencer Relations roles in the new social media era.
1:05 PM - 1:15 PM
Peggy O’Neill, Board Member IIAR, will provide a brief update of IIAR initiatives and discuss the benefits of IIAR membership.
IDC is putting numbers around something tech marketers already know: 2009 is the worst year for vendor-side tech marketing jobs and budgets since the dot-com bust.
IDC projects that 6,000 tech vendor marketing jobs will be cut by the time the dust settles at the end of 2009. Marketing budgets will be down 8.3% over 2008 levels.
That’s the inhouse tally. Imagine the totals when you add agency and freelance personnel and reduced and canceled POs.
The 2009 vendor marketing cuts have come with changes in structure and authority as well. IDC reports more than 70% of senior marketers described their departments as experiencing “significant organizational change”. The focus tends to be sales-marketing alignment. The decisions aren’t necessarily brightening the picture for career marketers. IDC says some of the top tech companies are uniting global marketing and sales groups under one executive. And that executive comes from sales rather than marketing. Titles include Chief Sales and Marketing Officer and SVP of WW Field Operations.
Sooner or later we’ll find the bottom of this free fall and then start the recovery. This time ’round, I expect that the recovery will institutionalize some of the boot-strap adjustments taken in the face of these overwhelming cuts. More shared services, fewer heads, lower retainers, longer payment terms. More emphasis on community. Less priority on specialists the further you move away from the SEO/SEM and analytics axis.
Big hat tip to Kathleen Shaub, who blogged about IDC’s study and guidance for 2010.
I attended last week’s IDC Directions09 conference in San Jose, courtesy of IDC in light of my role as an industry analyst watcher and blogger. It was one of the best that I can remember, and I’ve been to a few over the years. The theme, content and speakers were good — but that’s not why I’m giving it 2 thumbs up.
For me, the highest value was professional networking. To a great extent, I credit the relaxed and comfortable atmosphere. That’s not easy to achieve with an audience of 1,000+. The hallway conversations were non-stop. Analyst 1-on-1s were a central attraction, yet there wasn’t hustle for the sake of hustle — no people-to-see-places-to-go pretensions in the air. You could pick out — and get to — faces in the crowd with ease, yet the crowd was large enough to fill the space, even during Nicholas Carr’s closing keynote.
I can’t stress enough the importance of this aspect of any analyst conference for this year and beyond. None of us — well, few of us here in San Jose — see ourselves as Mohammed going to the mountain when we attend these analyst conferences.
Today, we don’t go to these events just to hear analysts present. We don’t want to play powerpoint roulette with our brains. This is an attention economy. We go to mingle with analysts, look them in the eye and take the measure of their company. We go to meet and have intelligent conversations with other attendees. We go to become better informed, and therefore more powerful influencers in our own right. And if there’s some juicy industry gossip sprinkled in, all the better.
IDC understands that.
I’ll be posting more about the event over the next day. Meanwhile, if you can, attend IDC Directions 2009 in Boston next week. Or, catch it in Singapore, India, China, Japan, Australia or New Zealand.
Rich Vancil, vice president of IDC’s Executive Advisory Group, blogs a sad prediction: marketing budgets will be cut roughly 15% during the first half of 2009. He also makes an interesting point on the virtues of investing consistently in marketing:
I have believed that good marketing investment policy has elements of a large inertial flywheel: let it stop spinning and the fuel to get it going again costs a lot more than if steady increments had been consistently applied. Vendors should have the wherewithal and courage to keep their investments basically steady.
– Richard Vancil
I’ve seen the same “flywheel” dynamic in influencer relations, as well. Consistently applying effort and attention requires less overall time, energy and funding — and pays greater dividends in the long run.
Check out the blog for marketing management advice on weathering the economic storm.
Gartner, Inc.’s acquisition of META Group has sparked industry discussion about top industry analyst alternatives to Gartner. Tekrati asked seven of the top choices in North America to state their case for technology users and vendors. In addition, this report highlights two stand-out firms from among the hundreds offering specialized expertise and services.
Top picks include well-known firms — Forrester Research, IDC and AMR Research — and four lesser known firms: Burton Group, Info-Tech Research Group, The 451 Group, and The Advisory Council.
We also highlight two stand-outs among hundreds of firms offering specialized expertise: Nucleus Research and AMI-Partners.
This Tekrati Special Report is divided into several sections. We invite you to comment and trackback at the Tekrati Weblog, using the links at the bottom of each page. To date, two comments have been posted to the Introduction.
- Special Report: Alternatives to Gartner, Introduction: Overview of the special report and listing of the analyst firm spokespeople who responded to our questions.
- Special Report: Alternatives to Gartner, Technology User Viewpoint: Tekrati asked seven of the top choices in North America, “What is the primary reason that former META clients, from the end user community, should short-list your company for their industry research and advisory needs?” Here’s how they responded.
- Special Report: Alternatives to Gartner, Vendor/Provider Viewpoint: Tekrati asked seven of the top choices in North America, “What is the primary reason that former META clients, from the vendor community, should short-list your company for their industry research and advisory needs?” Here’s how they responded.
- Special Report: Alternatives to Gartner, Differentiators against Gartner: Tekrati asked seven of the top choices in North America, “What are the primary characteristics that differentiate your company from Gartner, Inc.?” Here’s how they responded.
- Special Report: Alternatives to Gartner, Free-form Comments: Tekrati asked seven of the top choices in North America, “Any related quotes or comments you would like to provide?” Here’s how they responded.
- Special Report: Alternatives to Gartner, Specialized Expertise Firms: Hundreds of industry analyst firms offer specialized expertise on topics from browsers to globalization to storage to telecommunications. Some serve only technology providers within an industry, some focus on geographical regions, others serve only technology users. Two of the stand-outs in this arena are Nucleus Research and AMI-Partners.