If your firm winning the battle of ideas?
Look, we’ve all been there. There’s a report sitting behind a paywall or locked in a subscription you don’t have, and you need to understand what’s in it. Maybe it’s a Gartner study your competitor keeps citing, or an IDC forecast that keeps coming up in sales conversations. Shadow research is basically reverse engineering that…
Why 90% of tech companies sound exactly the same – and how the smart ones are breaking free I spent a hour walking through #DTWignite, a major telecom trade show, photographing booth displays and asking software and services companies about their taglines. What I discovered was both fascinating and terrifying: the entire B2B tech industry…
In 2009, as the global financial crisis reshaped business priorities, Marius Jost sat down with Duncan Chapple to discuss major shifts in the IT research industry. Their podcast captured three emerging trends that would define the next decade: growing demand for targeted research despite budget constraints, the rise of freemium business models, and the impact…
Technology solutions providers’ differing analyst relations choices during the pandemic have created growing gaps in analysts’ advocacy for leading B2B tech solution providers. That’s my main takeaway from reviewing several hundred responses to the Analyst Advocacy Study (AAS). SageCircle and CCGroup jointly collect the AAS data from several hundred analysts each year with…
[Duncan Chapple and colleagues at Brodeur Worldwide prepared this advisory note for clients of Omnicom in 2002.] Despite the importance of technology market analysts in communicating vision, direction, and capability to the market, many companies don’t bother to pursue relationships with them. Of the ones that do, there are many whose outreach is half-hearted, shoddy…
Although many marketers feel that B2B professionals choose between technologies based on tangible functionality, CCgroup’s research has found that non-functional attributes heavily influence buyers and purchase influencers. Even oh-so-rational industry analysts use information that is at least a quarter non-functional and sometimes as much as half. Companies significantly benefit by communicating non-functional attributes, including brand,…
The Analyst Observatory has launched SSIA, a groundbreaking survey into the impact of analysts, and analyst relations, on tech startups and scaleups.The research centre has already conducted an extensive study of scaleups with Gartner’s Cool Vendor designation, which I have presented at techUK’s Analyst Launchpad workshops with my co-director at the Observatory, Professor Neil Pollock,…
Measurement is not only the deepest challenge in analyst relations but it’s also the biggest danger. 20th-century public relations measures, based on activity, remain dominant in the evaluation of analyst relations programmes. CCgroup is helping to shift the focus by tracking analysts’ perceptions and the value of their insight. However, many organizations struggle to quantify…