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Pamela Miranda Manager, Vendor Briefings Gartner Research Fall 2008

Gartner Vendor Briefings Prelude to Michael Maoz’s presentation: Gartner Analyst Perspectives on Vendor Briefings. Pamela Miranda Manager, Vendor Briefings Gartner Research Fall 2008. Definition.

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Pamela Miranda Manager, Vendor Briefings Gartner Research Fall 2008

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  1. Gartner Vendor BriefingsPrelude to Michael Maoz’s presentation: Gartner Analyst Perspectives on Vendor Briefings Pamela Miranda Manager, Vendor Briefings Gartner Research Fall 2008

  2. 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. 2

  3. 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 3

  4. Gartner Analyst Perspectives on Vendor Briefings Michael Maoz Vice President, Distinguished Analyst Gartner Research Fall 2008

  5. Overview 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 Purpose: To provide Analyst Relations professionals with Best Practices – as seen by one of Gartner’s experienced and most senior analysts 5

  6. 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 6

  7. 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 7

  8. List of Key Briefing Topics • Management overview • Vision statement • Size of company • Product development resources • Demonstration • Data about the division or product • Customers • Contact names • Installation for at least 3 businesses and geographies • Business proposition, points of differentiation & mastery 8

  9. 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 9

  10. Vision Statement • Management’s vision for products, services, industries and company • Short and long term goals • Quantify value delivered 10

  11. Size of Company • Number of company employees • Number of departmental employees in: • Sales • Marketing • Development • Professional Services 11

  12. Product Development Resources • Describe size, location and tools used in development • Provide a written summary on your technology prior to the briefing 12

  13. 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 13

  14. Data About the Division or Product • Share details on… • Revenue per year • Revenue per module • Split between license and services • Partnerships • Regional integrators 14

  15. Customers • Limit to new customers in the last 12 months • Gartner analysts are interested in momentum and key differentiators 15

  16. 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 16

  17. Installation • Provide a short description of installation for a minimum of 3 businesses and 3 geographies 17

  18. 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. 18

  19. Contact Details & Additional Information Click here for more information about vendor briefings:http://www.gartner.com/it/about/vendor_briefings.jsp 19

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