Global vs. Local: Finding the Right Analyst

Can you relate to this scenario?
You're about to arrange a Gartner briefing. Your story is broad and deep. Your offerings cross the software, IT services and system integration markets, and you've got powerful niche solutions in financial services, media and entertainment. You've done well in the Americas and you're about to enter Japan.

As an AR manager, how do you make sure the right Gartner analysts are pulled into the loop?

"There are two things AR professionals can do to make sure Gartner is properly briefed," says Jenni Lehman.

"First, make sure your briefing request contains everything we need to know about what you're doing in markets that cross technology, geography and key verticals. We will invite the analysts who align with your product and go-to-market strategy.

"Second, and this is really important, give us the specifics of any changes that have occurred in your world that make a briefing necessary. Are you launching solutions in geographies that are new to you? Are you changing the way you compete due to an acquisition? Have you cracked new codes on emerging technologies that add horsepower to your competitive strength? Briefing requests that call out important events and occurrences compel analysts to get on the call.

"People in public relations know a press release will rise above market noise if it's newsworthy. The same holds true with a vendor briefing. There needs to be a compelling force behind it."

As an AR professional, let's assume you framed your briefing request in a compelling way. The right analysts were on the call, and the briefing went well. What happens next?

"First," Lehman says, "the detailed briefing goes into a central repository that's available to all analysts. All the documents are there, including details of what was discussed, who was on the call from the vendor side, which Gartner analysts were briefed and why. Many include a full audio recording of the briefing.

The vendor briefing repository is a useful source of information to analysts. Lehman explains, "If a German-based analyst gets an inquiry about a vendor they aren't completely familiar with, the repository is an immediate source of information. It's rich with detail, including the analysts who can be contacted for more information.

"Second, the analyst engages their own professional network. If an analyst learns that a vendor is significantly changing the way it competes in Europe, they will let their colleagues know.

"Further, our analysts cross disciplines. They collaborate in formal research communities and projects that span multiple topics. If things come up in a briefing that we know one of our industry or geography teams needs to know about, we bring them into the loop. End-user clients are also notified of significant news that comes out of briefings during the normal course of our inquiries."

Lehman adds that "It all goes back to framing the briefing the right way. Markets are full of noise, so AR managers need to be specific. Tell us what's changed, what's new and what's compelling you to brief us. If you do that, we'll do our best to get you connected with the right analysts."