Vendor Briefings
Process Overview
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Gartner Research Structure
Roles
Global Head of Research
Technology and Service
providers
I&O
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Software
EA
Healthcare
Services
Sourcing and VM
Retail
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Manufacturing
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Industries
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BIIM
Education
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Asia Pac Analysts
•T Shape
•π now Pi
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Access To Insight:
Different ways you can leverage Gartner
Strategic Advisor
Research Provider
Industry Analyst
Business Executive
Market Intelligence
Analyst Relations
Analyst inquiry and SAS
Research services
Vendor Briefings
• A two-way consultative
relationship whereby analysts
advise you on your go-tomarket strategies and growth
plans
• 24/7 access to Gartner research,
enabling you to make decisions
in real time
• Scheduling a vendor briefing
(available to any technology
and service provider—client or
non-client)
• Face-to-face strategic sessions
with analysts, which you can
use to prepare for shareholder
meetings, conduct business
planning or get feedback on
your ideas
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• Insight you can’t get anywhere
else on your customers, markets
and competitors
• Analytics you can use to gauge
the effectiveness of your
marketing and sales efforts
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• Educating analysts on your
company’s direction and/or
new product announcements
via a vendor briefing
Gartner’s definition of a Vendor Briefing
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.
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Submission Process
•
Gartner receives over 12,000 briefings annually and has a
systematic method for disseminating briefing requests to our
analyst community.
-
We understand there are local relationships but kindly request that you
do not contact the analysts directly when booking briefings.
•
All vendors should initiate requests through completion of a Vendor
Briefings request form available in word document format from
vendor.briefings@gartner.com or online at:
http://www.gartner.com/it/about/vendor_form.jsp
•
To help you identify which topics are covered by Gartner analysts,
view: http://www.gartner.com/0_admin/AnalystCoverageAreas.jsp
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Benefits of using the formal Vendor Briefings
process
For IT Vendors
•
•
When appropriate requests may be disseminated via Gartner
distribution lists
Analysts receive hundreds of emails daily and may respond
more quickly to Gartner’s internal scheduling teams
•
•
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Audio recording of briefings are available for 28 days post
briefing
Greater time allotment to conducting
research and fulfilling client deliverables
-
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Content is tagged enabling sophisticated search capabilities to
assist with research agendas
Audio replay option for analysts who missed
a scheduled briefing
-
Appointments are methodically posted to analyst calendars in a
standardized format which analysts use as gospel
Analysts can identify other analysts who attended previous
briefings and knowledge share
Permanent posting of requests and vendor
materials to Gartner’s internal central
repository for knowledge sharing
-
Proper replication of confirmed appointments
to analyst calendars
-
Proper tracking of requests into Gartner’s
client database supports analyst
collaboration
-
Expedited scheduling
-
•
All Gartner associates have visibility into the current and prior
history of your requests
Broad and accurate exposure of your
requests to relevant analysts
-
•
•
Proper tracking of your requests into
Gartner’s client database
-
•
For Gartner Analysts
Scheduling briefings can be time consuming. The Vendor
Briefings team is highly skilled in managing multiple
calendars and time zones
Vendor Briefings Selection Process
•
The Gartner analyst community makes its own decisions regarding
which technologies, products, services and vendors are important to
the research agenda.
•
Analysts schedule a vendor briefing solely because they need
information as part of their research or to answer client inquiries.
•
In scheduling briefings, Gartner analysts apply the same criteria to
vendors clients and non-clients.
•
For information about the Gartner Magic Quadrant and MarketScope
processes view:
http://www.gartner.com/DisplayDocument?doc_cd=131166
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Vendor Briefings Process & Typical Lead Time
•
Completed Vendor Briefings request forms will be assigned to a specialist
within 2 business days
•
•
•
•
The specialist will first poll the relevant analysts for their interest level
Analysts have 48 hours to accept or decline the polling email
After 48 hours with no reply the VB Specialist considers it a “decline”
Based upon positive interest we will then provide you with tentative analyst
availability
• Upon selection of a slot, the Specialist will schedule the call with analyst (s) via
concert depending on their current availability.
• The scheduling process is completed through the Concert system
- Concert updates analyst’s outlook calendar with date/time of the call, conference bridge
#/ID, and briefing information from GAMEC
- Concert automatically spins-off additional GAMEC records to all analyst attendees
- Conference bridge ID is scheduled via the MeetingPlace Global site:
https://meetingplaceglobal.gartner.com/
- Email confirmation is sent to the vendor with details for the call
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Vendor Briefings Process & Typical Lead Time
•
Lead times for scheduling depend on analyst responsiveness and availability
and are typically scheduled 2-4 weeks out
• Lead time significantly increases for in person requests and for requests exceeding
2 analysts.
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Best Time to Schedule a Vendor Briefing
• Historically 70% of briefings occur in two briefing seasons:
- mid-November to end of February
- mid-May to end of July
• These briefing seasons coincide with analyst research
agendas and the updating of their conference
presentations.
• Off-season briefings are welcome and expected, but are
more difficult to schedule due to conference participation
and other business travel.
- The more analysts requested correlates with less availability for
scheduling.
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Typical Venue for a Vendor Briefing
•
Gartner analysts determine the duration and venue of briefings.
•
95% occur via phone for 30-60 minutes, with 1-2 analysts.
- Our analysts prefer to use Gartner’s audio conference bridge, as briefings
are recorded and accessible by the Gartner analyst community for 28 days
after the briefing.
- Dialing instructions are provided upon analyst confirmation.
•
In person briefings are less frequent and are scheduled at the
discretion of the analysts for 60 minutes.
•
Online Demos should be reserved for the purpose of reviewing
software tools and applications.
- Gartner analysts still prefer that an electronic slide deck presentation be
provided 3 days prior to a scheduled briefing.
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Suggested Briefings Agenda
I. Company Overview
1.
Brief history
2.
Vision statement
3.
Value proposition
4.
Organizational structure
5.
Operating principles
6.
Financial performance
II. Market Positioning
1.
Assessment of market drivers or business
issues
2.
Category description (Software integration,
consultant, data-mining solution provider, etc.)
3.
Competitive position
4.
Description of target markets
5.
Go-to-market strategy Partner strategy
6.
Points of differentiation
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III. Capabilities
1.
Portfolio review
2.
Tools, methodologies
3.
Customer benefits
4.
Success stories
5.
Delivery model
IV. Strategic Intent
1.
Vision for future directions
2.
Growth plan – (for example, organic, partners,
acquisitions)
3.
Investment strategy
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Vendor Briefings Best Practices
•
•
•
Define clear objectives for your vendor briefing. For example…
-
To provide information on significant changes in product or service strategy, company structure, pricing, revenue and so on
-
To emphasize the vendor's differentiators in products, strategy and marketing message, and what it sees as its competitive
advantages
Provide presentation materials 3 business days in advance of the briefing.
-
All files should be "zipped" and, if at all possible, no more than 3MB in total size.
-
Sending materials in advance is particularly important for phone briefings and if analysts are traveling.
-
If certain information is confidential or embargoed, the vendor should note that on the document and cover letter.
-
Post briefing, vendor presentations are posted to a database accessible by our global analysts.
Distinguish a vendor briefing from a client inquiry
-
Vendor briefings are eligible to both clients and non-clients where the flow of information predominates from vendor to
analyst.
-
Client Inquiries are only eligible to clients and are a much more interactive paradigm that should be scheduled via the Client
Services Group.
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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: +91 22 66023380
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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