Advisory Industry Competition: Pushing Past ‘Business as Usual’ (Part 2)

BarbaraAnalyst relations, analysts, Industry analysts, Research, Sourcing advisors12 Comments

By Barbara French and Gideon Gartner (@bfr3nch, www.barbarafrench.net, @gideongartner, www.gideongartner.com) In the first part of this post, we challenged an urban myth that small analyst firms are threatening the Gartner and Forrester Research business models. We as yet see no compelling evidence. What we do see is many small advisory firms performing vital roles in the IT ecosystem, a few … Read More

Advisory Industry Competition: Pushing Past ‘Business as Usual’

BarbaraAnalyst relations, analysts, Industry analysts, Research, Sourcing advisors40 Comments

By Gideon Gartner (@gideongartner, www.gideongartner.com) and Barbara French (@bfr3nch, www.barbarafrench.net) There’s a good deal of speculation on whether the research and advisory business is entering a new phase — one in which small Advisory firms may be thriving at the expense of the large firms. David Hatch summed up this point of view in a comment to “Advisory Industry, a … Read More

3 pioneers of next-gen analyst relations

BarbaraAnalyst relations, Influencer marketing, influencer program, Sourcing advisorsLeave a Comment

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 … Read More

Put vendor management execs on your influencer radar

BarbaraInfluencer identification, Sourcing advisorsLeave a Comment

No high tech influencer program is complete until it addresses sourcing and vendor management executives. You may think that this group of people is buried deep in your customers’ accounting departments, removed from actual decisions. You may think of them more as gatekeepers on properly filled out forms, credit checks, and other accounting records. Not so. These executives wield enormous … Read More

How sourcing advisors are getting into your account

BarbaraInfluencer marketing, Research, Sourcing advisors1 Comment

If you sell technology, you already know that sourcing advisors figure prominently in your influencer ecosystems. Have you ever wondered how they manage to get into your accounts in the first place? Most likely, they’re getting to your customers and prospects through word of mouth referrals, vendor referrals, or direct sales. That’s according to a new study on the sourcing … Read More