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Arctic shores, 2017 - Cool Vendor case study

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In the run-run to its 2018 Cool and Hot Vendor Forum on October 18 in Orlando, Florida, the Gartner Observatory is developing case studies to spotlight the most impactful, innovating and intriguing firms we have spoken to, out of hundreds of Cool Vendor designation holders who have taken part in our research. In this case study, our communications director Suwen Chen outline the process for winning the designation, and what the outcomes were.

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Arctic shores, 2017 - Cool Vendor case study

  1. 1. COOL VENDOR IN HUMAN CAPITAL MANAGEMENT, 2017 Phoned by analysts, they got to know that they may be a Cool Vendor, which became true. But the analysts gave no background information, leaving Arctic Shore with a lot of questions, like: Arctic Shores provides innovative Game-Bases Assessments, which gives valuable insights about people so that the diversity and quality of hires improves, as well as the Return on Investment. "Our mission is to help companies make better people choices and help people to make better career choices." "Is it good to be a Cool Vendor?" "Who are the other companies being called Cool Vendors?" "What are they doing to promote the Cool Vendors?" "I have absolutely no idea how [Gartner] came across us." "It came and went like a sort of firework that you think is going to be really exciting and then it's just a little firework from the big grand one." They have won a couple of other awards, for example�the HR Tech most disruptive startup, which they used for marketing. They put it on their e-mail banners, presentations and website. Arctic Shore hasn't done anything like this with the Cool Vendor because they didn't know how impactful it can be. Now as they had realised which opportunities it opens they wonder if they could still use the CV for marketing, even though they've been named a Cool Vendor back in April 2017. Another reason why they did not promote it yet, is that Gartner has a very strict policy about how you can use it.�� WINNING� THE CV USING THE CV After winning the CV, they got a lot calls from Venture Capital, which knew about Arctic Shore only because they've been named a Cool Vendor. This was when they realised it is a bigger deal than they believed in the beginning.
  2. 2. "The only people who've really got analysts budgets are the big companies." Arctic Shores approaches analysts mainly by going to events like HR Tech, where they talk to analysts. MORE DETAILS ON COOL VENDOR FORUM 2018: HTTP://WWW.GARTNEROBSERVATORY.ORG/ GARTNER OBSERVATORY, A UEBS RESEARCH PROJECT Gartner should have a programme to support start-ups, like a bundle, consisting of documents like employment contract and privacy documents.� Gartner should offer a less expensive service for start-ups, which for example could include a CV support,� two of their reports of the year and a webinar, which both Gartner and the start-ups are able to use on their websites. Arctic Shore would subscribe such a service right away. The CV should be seen as a marketing tool by Gartner because it is really prestigious. There really was a need for something like the CV forum so that analysts and interesting vendors can meet up and exchange experiences to learn from one another.� They're reaching out to the analysts proactively because analysts focus on the big companies - Analysts don't reach out to start-ups, even though they need those smaller companies to expand their pool.� That's one reason for the company's need to grow. They need to be big enough to be able to be recognized by analysts. ANALYST RELATION- SHIP ROOM FOR IMPROVE- MENT

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