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Duncan Chapple - Early and late Cool Vendors: a comparison

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Presentation at the Gartner Observatory forum, with notes promoted into interstitial slides. The survey presents the responses of around 300 firms that have been awarded the Cool Vendor designation by Gartner Inc.

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Duncan Chapple - Early and late Cool Vendors: a comparison

  1. 1. Early and Late Cool Vendors - A comparison dc@gartnerobservatory.com DUNCAN CHAPPLE GARTNER OBSERVATORY
  2. 2. The research COOL VENDORS AS AN EXAMPLE Initial study in 2014 Opportunities Why research endorsements ◦ Advantages of CVs ◦ Small enough to speak to op executives ◦ Small enough that the entire process can be captures OUR RESEARCH How to identify CVs ◦ Hundreds each year ◦ Our outreach ◦ CV’s responses Two segments of CVs ◦ “Early”: pre 2014 ◦ “Later”: post 2014 Regional analysis ◦ It’s different in the USA
  3. 3. Two periods of data collection: 2014 and 2018 Early Count Percent Complete 193 100 Partial 0 0 Disqualified 0 0 Totals 193 Late Count Percent Complete 91 100 Partial 0 0 Disqualified 0 0 Totals 91
  4. 4. Did AR get CVs on Gartner’s radar? Early: Gartner already knew the CVs 01 Late: Hunt for Cool Vendors 02 Maybe: Vendors doing AR with other analyst firms 03
  5. 5. Late firms more likely to have met other analysts first What were your analyst relations efforts like in the year before being named Cool Vendor? Late Early 0: Series 0:Late 0:Early Value Segment Percent Count % of Total No Analyst Relations, purely reactive Early 64% 87 98% Late 36% 48 54% Proactive only with Gartner Early 73% 48 54% Late 27% 18 20% Proactive with other analysts Early 70% 53 60% Late 30% 23 26%
  6. 6. Is CV the result of AR? GENERALLY YES Early firms US firms ◦ US CVs spend much more time doing AR GENERALLY NO Late firms Non-US firms
  7. 7. Late vendors did not meet through AR Do you feel that being named Cool Vendor resulted directly from your Analyst Relations programme? Late Early 0:Late 0:Early Value Segment Percent Count % of Total Yes Early 68% 76 85% Late 32% 35 39% No Early 33% 26 29% Late 68% 54 61%
  8. 8. Did CV spark AR? Early firms were already doing AR Later firms were not Were often surprised by the CV designation or were unaware of it
  9. 9. Late vendors less likely to start AR after winning CV Did being named Cool Vendor lead to the implementation of an Analyst Relations programme within your company? Early Late 0:Early 0:Late Value Segment Percent Count % of Total Yes Early 54% 22 24% Late 46% 19 21% No Early 47% 64 71% Late 53% 71 79%
  10. 10. Commercial impact Early firms have felt more impact Non-US firms were most likely to say it has made no impact
  11. 11. Early vendors see more success from CV Your commercial success Early Late 0:Early 0:Late 0: Series 0: Series Value Segment Percent Count % of Total None Early 73% 40 44% Late 27% 15 17% Some Early 64% 116 129% Late 36% 66 73% Quite a lot Early 60% 12 13% Late 40% 8 9% More than anticipated Early 91% 10 11%
  12. 12. Funding impact DATA Most US CVs: positive impact Most on-US CVs: no impact HYPOTHESES Investors and investment professionals consume CV reports or derivative insight Growing acceptance
  13. 13. Late vendors see more impact on funding from CV Raising external funding Early Late 0:Early 0:Late 0: Series 0: Series Value Segment Percent Count % of Total None Early 73% 114 130% Late 27% 43 49% Some Early 60% 56 64% Late 40% 37 42% Quite a lot Early 50% 7 8% Late 50% 7 8% More than anticipated Early 50% 1 1%
  14. 14. Hiring impact DATA Most US CVs: positive impact Most on-US CVs: no impact HYPOTHESES Survivor bias Older firms need to hire more widely Firms leverage the CV designation for years
  15. 15. Early vendors benefitted more with hiring Attracting new employees Early Late 0:Early 0:Late 0: Series 0: Series Value Segment Percent Count % of Total None Early 69% 103 114% Late 31% 46 51% Some Early 60% 61 68% Late 40% 41 46% Quite a lot Early 81% 13 14% Late 19% 3 3% More than anticipated Early 100% 1 1%
  16. 16. Marketing impact Older firms have done more US firms report more impact
  17. 17. Early vendors have used it more for marketing Your marketing and/or visibility Early Late 0:Early 0:Late 0: Series 0: Series Value Segment Percent Count % of Total None Early 78% 31 34% Late 23% 9 10% Some Early 64% 104 116% Late 36% 59 66% Quite a lot Early 64% 38 42% Late 36% 21 23% More than anticipated Early 80% 4 4%
  18. 18. / Growth impact Similar range of different experiences 01 Different use of the CV? 02 US firms generally report more impact 03
  19. 19. Similar impact on growth What percentage of your growth do you feel is attributable to being named CV? Early Late 0:Early 0:Late 0: Series 0: Series Value Segment Percent Count % of Total 1-5% Early 68% 124 144% Late 32% 59 69% 5-10% Early 67% 38 44% Late 33% 19 22% 10-15% Early 67% 8 9% Late 33% 4 5% 15% or more Early 67% 8 9%
  20. 20. Overall impact Early CVs: sales impact was greater Later firms: product impact was greater ◦ Less mature firms need product insight more? ◦ CV segments get smaller and more relevant
  21. 21. Early CVs boosted sales; later CVs boosted product marketing Which department benefitted the most from being named CV? Early Late 0:Early 0:Late 0: Series Value Segment Percent Count % of Total Marketing Early 64% 109 122% Late 36% 61 69% Sales Early 73% 62 70% Late 27% 23 26% Product Development/Product Management Early 58% 7 8% Late 42% 5 6%
  22. 22. Getting onto other analysts’ radar Early CVs: little time with other analysts Later CVs: more time with other analysts Did other analysts’ research somehow lead users to bring late CVs to Gartner’s attention? Regional differences US: 31% not mentioned by other analysts Non-US: 45% not mentioned by other analysts
  23. 23. Does CV now seem to get late CVs on other analysts radar? After you were named CV, have you been mentioned in reports by other research firms? Early Late 0:Early 0:Late 0: Series Value Segment Percent Count % of Total Yes, plenty Early 52% 14 16% Late 48% 13 14% Yes, a few Early 65% 82 91% Late 35% 44 49% Not at all Early 71% 82 91% Late 29% 33 37%
  24. 24. Summary Is the sales force being enabled through CV? 29% of US firms 17% of non-US CV helps vendors capture the imagination
  25. 25. Early and Late Cool Vendors - A comparison dc@gartnerobservatory.com DUNCAN CHAPPLE GARTNER OBSERVATORY

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