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UP and to the RIGHT: Magic Quadrant Strategy and Tactics

How to create and execute an MQ Strategy and Plan. Everything you need to maximize your position in the Gartner MQ.
4.5 (1 rating)
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14 students enrolled
Last updated 9/2013
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  • 2 hours on-demand video
  • 12 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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In July of 2012 I published the first book on how to influence Gartner analysts: UP and to the RIGHT: Strategy and Tactics of Analyst Influence. Since then, book sales have taken off and technology vendors have come to me asking for Quadrant Coaching. I put together this course from the book and have delivered it to marketing teams at major technology companies. I cover the importance of your positioning in Gartner's MQ, How to create an objective strategy. How to use social media to influence analysts. How to conduct briefings, inquiries, analyst days, and events. And finally, some Guerrilla techniques of analyst influence.

Who is the target audience?
  • Marketing professionals
  • PR professionals
  • Executives at tech companies
  • Venture investors
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What Will I Learn?
Create an MQ Strategy
Create an MQ Plan
Optimize your Wikipedia entry
Understand the inner workings of Gartner
View Curriculum
  • You should get a copy of UP and to the RIGHT. Available on Amazon in print and Kindle
Curriculum For This Course
Expand All 12 Lectures Collapse All 12 Lectures 03:30:16
Getting to an MQ Plan
4 Lectures 39:58

In this lecture I build the case for a focus on the all important Gartner Magic Quadrant. The idea that MQs are only a small part of analyst relations is one you will encounter often. Of the few books on Analyst Relations that have been published over the years none of them devote more than a few pages to the MQ. Yet, sales and executive staff members spend 95% of their time pushing you to move your dot UP and to the RIGHT. This course is focused on all of the influence you can bring to bare on that task! You probably already have my book which is definitely required reading. If you do not, I am including the relevant chapters as supplementary material for each lecture.

Preview 14:02

The influence pyramid is a convenient way to visualize the task at hand. By influencing each layer of the pyramid starting with the broad base of potential users of your product and moving up the stack to CIOs you have the opportunity to have the most impact on the Gartner analyst.

The Influence Pyramid

You cannot have a strategy without having a goal. This lecture describes a simple yet objective way to determine where you should be in the Gartner Magic Quadrant and how to get from where you are to where you belong.

The MQ Strategy

The MQ Plan is really a task list of activities organized in calendar form. Those activities are described in detail in the rest of the lectures.

The MQ Plan
Gartner interactions
4 Lectures 41:01

SAS stands for Strategic Advisory Services. The SAS day is the most intense interaction you can have with a Gartner analyst: an all day deep dive into your company and products. I provide an agenda that can be used as a start and provide tips on analyst care and feeding.

The Analyst SAS Day

Gartner end user clients (11,000 of the largest enterprises in the world) can schedule a call with any analyst to discuss any question on vendors, technology, or operations. Vendor clients can also schedule time with the analysts. Use this time wisely! Guidance provided in the lecture.

The Inquiry

The briefing with Gartner is one of the most powerful ways to interact with the analysts. You do NOT have to be a Gartner client to engage in a briefing. This is your chance to implant your "inception point."

The Briefing

The good, the bad, and the ugly of Gartner events are covered in this lecture. From the dreaded 1-on-1 to hospitality suites.

Gartner Events
Getting to whole of company approach
1 Lecture 06:59

A short section on how to get the CEO and sales organization involved in the MQ Plan. They play a very important role. Without them behind you you cannot succeed.

Roles for the CEO and Sales Organization
Earning your black belt in Gartner influence
3 Lectures 41:18

Top Secret! I tell the story of how we managed to completely revamp the Wikipedia entry for one tech company. It's tricky.

Managing Wikipedia

Most PR people are all over social media. I provide my contribution which is focused on finding and interacting with influencers. I also give a demo of how I get followers on Twitter!

Social Media Influence

This section is golden. Very targeted techniques of influencing analysts are presented based on things that have worked on me. Congratulations! You now know as much as I do about influencing Gartner. Well, maybe not everything...

Guerilla Analyst Influence
About the Instructor
4.5 Average rating
1 Review
14 Students
1 Course
Research Analyst

While a VP Research at Gartner, Richard Stiennon was named one of the 50 Most Powerful People in Networking by Network World Magazine. Gartner also granted him their 2003 Thought Leadership Award. Richard is the author of Surviving Cyberwar (Rowman&Littlefield, 2010) and UP and to the RIGHT: Strategy and Tactics of Analyst Influence (IT-Harvest Press, 2012). He is a frequent speaker at industry events and writes the Cyber Domain Column at He has held executive positions at Fortinet and Webroot Software. He is currently Chief Research Analyst at IT-Harvest.

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