1. The State of Research & Consulting
The Smartest Networks, Not People, Will Win
Charlene Li, Founder and Analyst

2. Background
∙ Industry Research = Analyst firms like Forrester,
Gartner, and IDC.
∙ Management Consulting = Firms like Bain, BCG,
and McKinsey.
∙ Both industries derive value on recommending
solutions to the most difficult, vexing problems
facing clients.

3. Industries Ripe for Disruption
• Explains what the
future holds
• High level tech/biz
recommendations
• Most revenues from
syndicated research
• Includes Gartner,
Forrester, and IDC
Research
• Helps set strategic
direction of company
• Create customized
implementation
plans
• Most revenues from
project fees
• Includes Bain, BCG,
an McKinsey
Strategy Consulting Both industries are based on
recommending solutions to the
most difficult, vexing problems
facing clients.
Consulting has survived for
100 years because of “opacity
and agility”.1
1 Harvard Business Review, “Consulting on the Cusp of Disruption”, October 2013

4. State of Research
Syndicated Research
Devalued
• Journalists provide
timely analysis
• Bloggers and
independent
analysts publish for
free
• Vendors like IBM
conduct world-class
research
Variable Role/Industry
Coverage
• Siloed coverage
exacerbates
fragmentation
already affecting
companies
• Difficulty hanging on
to “star analysts”
who leave to be
independents
• Requires buying
multiple contracts to
get full “coverage”
Disdain for Consulting
• Firms wired for
detailed consulting
and client
relationship
development.
• Analysts tap the
same research well
with minimal
customization for
clients.

5. State of Management Consulting
Secrecy
• Expertise and
experience not
shared or sought,
even within the firm
let alone with other
experts
• Little ability to scale
and leverage
research beyond a
single case
High IQ but
Low Knowledge
• Smart people
confident in their
ability to find the
“answer” from
original research
• Requires a lot of
time (and money)
to arrive at
recommendations
• Peer networks like
Corp. Exec. Board
fill the knowledge
gap
Disdain for
Research
• Consultants not
wired to invest in
research that
extends beyond a
client engagement
• Research that is
done is seen as
academic, not
applicable to
clients so not used

6. How to Disrupt Research and
Consulting
Disrupt
Research
and
Consulting
Develop and
Grow
Networks
Invest in
Brands and
Careers of
Individuals
Synergies
between
Research and
Consulting

7. Altimeter’s Disruption Strategy
Open
Research
(Network)
Focus primarily on digital disruption impacting organizations across
Give away great research on digital disruption for free under Creative Commons.
Typical readership of a report is 100,000 versus a few thousand for technology
research firms
Greater readership means more feedback and input from the ecosystem,
reducing research costs and improving quality
Thought
Leadership
(Individual
Brands)
Speaking generates not only high-margin revenues but also markets ideas and
the firm broadly
Exposure to large audiences also generates more research touch points, further
lower costs and improving quality
Not a key focus for either Industry Research or Management Consulting firms
Repeatable
Deliverables
(Synergies)
Introduce consulting offerings based on research-driven assessment and best
practices
Focus on common pain points caused by disruptions that can be addressed by a
central database of frameworks
Bundle deliverables into larger strategy consulting projects and supplement with
consultants dedicated to focusing on client deliverables

8. Thank You
Charlene Li
charlene@altimetergroup.com
charleneli.com
@charleneli
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
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Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue new
opportunities and business models.