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.
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.
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.
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 Plan is really a task list of activities organized in calendar form. Those activities are described in detail in the rest of the lectures.
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.
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 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 good, the bad, and the ugly of Gartner events are covered in this lecture. From the dreaded 1-on-1 to hospitality suites.
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.
Top Secret! I tell the story of how we managed to completely revamp the Wikipedia entry for one tech company. It's tricky.
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!
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...
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 Forbes.com. He has held executive positions at Fortinet and Webroot Software. He is currently Chief Research Analyst at IT-Harvest.