Get the Most Out of Your Relationship with Gartner

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Get the Most Out of Your Relationship with Gartner
Gareth Herschel Research Director June 2007
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Questions you are asking each other on IM and/or
Blackberry at this very moment

• Who is this guy?
• Why is he here?
• Why should I care?

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Three Basic Ways to Interact with Gartner
Market intelligence provider
Industry analyst
Strategic advisor
Advice
You
Analyst

• Accurate and fact based coverage created by well
  timed and delivered vendor briefings and other
  analysts interactions
• Generally driven by Analysts Relations
• Outbound or push interaction in an effort to
  generate positive analyst views.

• Research based services to help service provider
  be more successful
• Driven by vendor executives
• A collaborative and consultative relationship
  designed to meet the needs of service provider.

• Valuable market insight on trends, verticals,
  channels, competitors, and end user wants and
  needs.
• Primarily driven by service provider market
  intelligence
• An inbound or pull interaction to gather
  information to help service provider make better
  decisions

Anyone
Clients
Increasing value to your business
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Using Vendor Briefings to Inform

• In general, the objective of a vendor briefing is
  to provide answers to these questions for
  analysts
• What client need do you best fit?
• When can you best add value to a client?
• Who are you targeting? Who are you not targeting?
• What makes you different?
• VBs contribute to an analysts overall impression
  of your organization simple steps can help you
  improve the desired impact

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Best Practices for Vendor Briefings

• Be consistent and top of mind
• Present more than annual updates on your business
• Include VBs as component of your release schedule
• Focus on a key objective
• Narrowcast your message, Narrow the audience
• Speeds scheduling and improves efficacy of the
  briefing
• Event briefings differ from Product or Service
  briefings
• Be Concise
• Focus. Less is more.
• Max, 2O SPH
• Build in time for questions

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Example of Effective VBs Focus on 4 key points

• Summary
• Company overview as context for the briefing
• History, vision, recent financial performance
• Market Positioning
• Market trends and drivers and how they impact
  your clients and your organization
• Target market, your differentiators and ability
  to deliver
• Capabilities
• Products/services, tool, methods, and delivery
  model
• Value proposition, success stories
• Strategic Intent
• What are your plans for growth and
  differentiation in the market?
• How will you plan to monetize these opportunities?

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Example of Effective VBs Supplemental
Information

• Revenue and headcount chart for last 3 years
• Revenue breakdown by industry
• Revenue and headcount by product/service
• Revenue breakdown by region
• Revenue breakdown by resource location
• Attrition rates
• Number of offices XX, Headquarters
• Future plans for growth - plans for additional
  geographic reach?
• Percentage of revenues attributable to
• Top 5 clients   XX
• Top 10 clients XX

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Managing the Market Intelligence

• In general, the primary objective of Gartners
  research is to deliver the technology-related
  insight necessary for our clients to make the
  right decisions, every day.
• Gartner publishes 56,000 pages of content per
  year across 6,300 research notes
• What should I read?
• How can I find it?
• What should I do?
• Clients look for ways to process, digest and act
  quickly on the information relevant to their
  business

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Gartner research covers the areas you care about
most
Qualitative To provide research and insight on
users technologies and how you fit in the market
Quantitative To provide forecasts and shares on
providers technologies and how you fit in the
market
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Example Research Agenda Supports This Strategy

• How to retain customers and grow service revenues
  in the consumer market
• Designing and implementing the next-generation
  consumer services portfolio
• Understanding the threat of new competition

Mkt Strategy and direction
Business models Go to Mkt options
TACTICAL STRATEGIC
WW, Regional Country Applications
Forecasts (Mobile Applications, IPTV)

• The role of fixed-mobile convergence
• What services do consumers value and will pay
  for?
• How will the consumer voice market evolve?

WW Consumer Survey (country data)
Case Studies, Best Practice, Tactical
Examination / Recommendations Market Assessment /
Trends

• Growing in low ARPU markets
• How will consumer voice evolve?
• The rate of adoption of high-speed services and
  new network based applications

WW Country Level Wireless Forecasts
WW Country Consumer Wire-line Services
Forecasts
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Best Practices for Consuming Insight

• Read Key Issues notes (and attend Scenario
  Presentations) to understand our approach to
  covering these topics
• Set alerts on your key analysts or key topics
• Understand the assumptions and put it in your
  context
• Discuss the content internally (use the summary,
  findings, and recommendations to engage)
• Validation or Something New?

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Best Practices forAnalyst Advice

• Advice is the primary channel for 2-WAY
  interaction
• Advice enables clients to engage Analysts on
  key market issues, trends or observations AND
  customize the content for your organization
• When used effectively, inquiry is an excellent
  way to obtain deeper insight and learn more about
  an analysts views

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Best Practices forEngaging Advice

• Pick a primary objective or question
• Use scenarios to frame context for question and
  want some feedback?
• Ask questions that help you make decisions about
  your product plan in early, in often
• Proactive discussions
• More value, to you, to discuss plans and
  strategies with Analysts prior to launch
• Provides sounding board advice, and informs
  analysts
• We shouldnt be surprising each other
• As your advisor, we want to help you make better
  decisions

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Three Basic Ways to Interact with Gartner
Market intelligence provider
Industry analyst
Strategic advisor

• Search
• Alert
• Review
• Read

• Engage
• Ask
• Debate
• Decide
• Repeat

• Often
• As part of a plan

Anyone
Clients
Increasing value to your business
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Gartner delivers the technology-related insight
necessary for our clients to make the right
decisions, every day.