IIAR criticism brings concession from IDC Insights

Kudos to the Institute for Industry Analyst Relations for persuading IDC’s Insights businesses to stop demanding sales lead information from companies wanting to brief Insights analysts.

In a recent post on the IIAR’s blog,one IIAR board member noted how the IDC units were requesting information that was not relevant to the briefing process. David had this to say:

For example, alongside the regular stuff (eg what’s the briefing about, who would it be with, tell us about your company), Energy Insights wants to know:

* Who is the head of marketing for your company? (Name, title, email, and phone)
* Who is the head of product marketing for your company? (Name, title, email, and phone)
* Who is responsible for your company’s strategic planning? (Name, title, email, and phone)
* Does your company use market research to assist in strategic planning?
* Does your company currently have any relationships with other market research firms?
* Would you be interested in learning more about our services in your market area and the benefits of having a relationship with Energy Insights?

In a response yesterday evening, IDC’s Miriam Butcher accepted the comments, adding that “We appreciate your concern and, therefore, we will change the form across all 6 units.”

It’s an excellent expression of IDC’s growing responsiveness to the analyst relations community, and sets a standard for other analyst firms to match. The IIAR should be congratulated for this modest victory, which should set the standard for the industry.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.