Today the IIAR published my whitepaper titled: “Managing the Gartner Magic Quadrant: a tool for analyst relations managers.” The paper is free for all IIAR members and can be found in the Library section of the organisation’s website www.analystrelations.org. In it, I discuss and give recommendations on the key stages of the Magic Quadrant and how to ensure you and your team are as prepared as you can be when the process begins; how to build internal support and manage expectations with your stakeholders; building the relationship with the relevant Gartner analyst; and providing customer references.
After I agreed to write an IIAR whitepaper about managing the Gartner MQ process I soon discovered that everyone has an opinion, in many cases an emotional one. In addition, I realised that the paper needed a focus or otherwise it could have easily been turned into a book. I will admit that I was selfish, that what guided me through the research and writing process was the question: what would have helped me in past situations working with the senior management at vendors? In the end, I aimed to create a pragmatic and useable document with sections that can be cut and pasted.
There’s so many people to thank for providing their insights and time. Moving forward I would like to keep writing about topics related to the MQs. I would welcome your comments, suggestions and stories (even under NDA). I would also be happy to share an abstract of the paper. The best way to reach me is by email: edgyurko@gmail.com.
Filed under: IIAR
[...] and its influence. Former analyst Duncan Chapple gives his insight into the issues, reflected in Ed’s new white paper from the [...]
[...] Posted on March 30, 2009 by sagecircle Here is the announcement on the IIAR blog: IIAR publishes white paper on Managing the Gartner MQ. The whitepaper is titled: “Managing the Gartner Magic Quadrant: a tool for analyst relations [...]
Great paper Ed!
[...] Like it or not, Gartner are the original 800lb gorilla. Whether it is right or wrong, the fact remains that their MQ inherently has an influence in IT buying behaviour. What AR pros need to do is work with the analyst ideally six months prior to any publication to fully understand what success criteria are to be better positioned as a leader and work towards those goals. A great way to understand how to work with an MQ can be seen in the great IIAR White Paper. [...]
[...] Like it or not, Gartner are the original 800lb gorilla. Whether it is right or wrong, the fact remains that their MQ inherently has an influence in IT buying behaviour. What AR pros need to do is work with the analyst ideally six months prior to any publication to fully understand what success criteria are to be better positioned as a leader and work towards those goals. A great way to understand how to work with an MQ can be seen in the great IIAR White Paper. [...]