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In early 2012, a former colleague asked if I had
experience creating a new category with
technology analyst firms, specifically Gartner.
I said I had, and I knew, firsthand, that inclusion in
a Gartner report was the "Holy Grail" for many technology startups. However, if you don't fit one of the preexisting Magic Quadrants, you have to convince Gartner to create a new technology category—and this is not easy or simple.
In 2005 and 2006, I worked with a security software firm that had a unique technological approach to passively monitor Web application traffic, compare user activity from the most recent session with historical activity, and alert security personnel to anomalies in user behavior that indicated fraudulent access. But it did not fit any of the established network security categories, such as firewall, anti-virus protection, intrusion detection and prevention. In nine months, we were able to create new data security categories of Transaction Anomaly Detection with Gartner and Online Fraud Risk Monitoring with Forrester.
Here’s how we did it, and what I learned in the process.