Gartner Vendor Briefings
Prelude to Michael Maoz’s presentation:
Gartner Analyst Perspectives on Vendor Briefings
Pamela Miranda
Manager, Vendor Briefings
Gartner Research
Fall 2008
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner
audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected,
and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Definition
A vendor briefing is a research tool for industry analysts, and an
opportunity for IT vendors to present its products, services and
business strategies with analysts that cover the vendor specifically or
a related technology or market. During a vendor briefing, the flow of
information predominates from vendor to analysts and is not
interactive. Analysts may ask questions of clarification during a
briefing session, however, analyst feedback is not the focus and
should not play a part or role within any given vendor briefing
session. Gartner analysts schedule briefings at their discretion based
purely on an interest in the vendor, its technologies and its
marketplace, not because of any fee or contractual relationship.
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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Process Overview
•
Initiate requests through completion of a vendor briefing online form
available on gartner.com
•
•
http://www.gartner.com/it/about/vendor_form.jsp
Relevant analysts will be queried for their interest level and
tentative availability
•
Typical lead time for processing is 2-4 weeks dependant upon
analyst availability and time of year
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Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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Gartner Analyst Perspectives
on Vendor Briefings
Michael Maoz
Vice President, Distinguished Analyst
Gartner Research
Fall 2008
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner
audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected,
and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Overview
Purpose:
To provide Analyst Relations professionals with Best Practices – as seen by one
of Gartner’s experienced and most senior analysts
Important Issues:
• Briefing Gartner analysts is a significant effort for IT providers
• Briefings are often attended by vendor senior executives; stakes are high
• Analyst Relations professionals seek ways to streamline and optimize the
results
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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Best Practices for Vendor Analyst Relations
•
Select the right time to brief Gartner
-
Only when you are ready and can deliver high value
When there is an important change in your company
•
•
•
•
-
•
Product launch or update
Partnership or acquisition
New market strategy
New company
Use time wisely; Analysts are inundated with briefing requests
Understand the analyst profession
-
Offer technology advice to end user organizations
Advise and council technology companies
Council integrators or investor venture capitalists
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Best Practices for Vendor Analyst Relations
(continued)
•
Have the right people from your company brief Gartner
- Highly knowledgeable
- Charismatic
- Be receptive and prepared to answer analyst questions
•
Understand analyst tone and goal during a briefing session
- Supportive
- Direct in keeping you on track to ensure relevant topics are addressed
- Desire to know why your company’s approach is better than your
competitors
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List of Key Briefing Topics
1.
Management overview
2.
Vision statement
3.
Size of company
4.
Product development resources
5.
Demonstration
6.
Data about the division or product
7.
Customers
8.
Contact names
9.
Installation for at least 3 businesses and geographies
10. Business proposition, points of differentiation & mastery
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Management Overview
•
Who is managing the company and product line?
•
What is your management’s previous work experience?
•
What is your management’s experience in?
- Selling
- Marketing
- Product development
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Vision Statement
•
Management’s vision for products, services, industries and company
•
Short and long term goals
•
Quantify value delivered
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Size of Company
•
Number of company employees
•
Number of departmental employees in:
- Sales
- Marketing
- Development
- Professional Services
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Product Development Resources
•
Describe size, location and tools used in development
•
Provide a written summary on your technology prior to the briefing
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Demonstration
•
Provide a product overview using real world examples
•
Describe current and future software releases
•
Highlight key differentiators that demonstrate your uniqueness in the
market
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Data About the Division or Product
•
Share details on…
- Revenue per year
- Revenue per module
- Split between license and services
- Partnerships
- Regional integrators
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Customers
•
Limit to new customers in the last 12 months
•
Gartner analysts are interested in momentum and key differentiators
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Contact Names
•
Keep analysts informed of current email and telephone contact
details so they may easily follow-up with questions or requests for
additional information about your company, products or services
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Installation
•
Provide a short description of installation for a minimum of 3
businesses and 3 geographies
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Business Proposition
•
Demonstrate your mastery and uniqueness
•
Note:
- This is not a strategy session or opportunity for vendors to ask questions
or request analyst feedback.
- Please contact your Sales Account Executive for assistance with analyst
input.
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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Contact Details & Additional Information
Region
Americas,
Canada,
EMEA &
Asia Pacific
Email
Phone
Americas, Canada & EMEA:
vendor.briefings@gartner.com
+1 203 316 6144
Asia Pacific: +612 9459 4629
Japan
jp.vendorbriefings@gartner.com
+81 3 3481 3670
Click here for more information about vendor briefings:
http://www.gartner.com/it/about/vendor_briefings.jsp
© 2008 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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