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Suwen Chen: A tale of Cool Vendors

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Suwen Chen explains the process by which Cool Vendors have met with success, and how the Gartner Observatory's case studies put the spotlight on some of the most impactful and intriguing.

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Suwen Chen: A tale of Cool Vendors

  1. 1. A Tale of Cool Vendors BY GARTNER OBSERVATORY A RESEARCH PROJECT AT THE UNIVERSITY OF EDINBURGH
  2. 2. OR
  3. 3. Definition Cool Vendor Intriguing Impactful Innovative
  4. 4. Selection Criteria Lesser-known companies No MQ appearances Less than 100m in Revenues No Public companies Compelling or unique
  5. 5. Selection Process o Vendors cannot apply for Cool Vendors. o “No Vendors should know they are being considered.” May Cool Vendors special Report is Published March-April Analysts write Cool Vendors Reports February Cool Vendors Management Selects Cool Vendors January Analysts nominate Cool Vendor Candidates
  6. 6. 2017 *Since 2004, Gartner has profiled more than 2,900 Cool Vendors.
  7. 7. Operating Status of Cool Vendors (2010-2016) 77.20% 79.40% 84.50% 88.50% 89.40% 94.10% 19.70% 17.50% 15.20% 10.20% 10.10% 5.90% 3.10% 3.10% 0.30% 1.30% 0.50% 0 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 2010 2011 2012 2013 2014 2015 Operating Acquired Out of Business
  8. 8. Small Business Failure Rates 1 out of 5 new businesses survive past their first year of operation. 3 out of 10 new companies “fail to survive” for more than 24 months. 50% of start-ups fail after operating for 4 years. Fewer than 50% of businesses survive more than 5 years.
  9. 9. Small Business Failure Rates 1 out of 5 new businesses survive past their first year of operation. 3 out of 10 new companies “fail to survive” for more than 24 months. 50% of start-ups fail after operating for 4 years. Fewer than 50% of businesses survive more than 5 years. “80% of entrepreneurs starting a business fail within the first 18 months!”
  10. 10. Official survival rates of UK and US businesses (born 2011-2015) 79.90% 69.30% 61.50% 56.30% 51.40% 93.10% 75.60% 60.50% 51% 44.10% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Year 1 Year 2 Year 3 Year 4 Year 5 US UK Source: Bureau of Labor Statistics Report, US; Office for National Statistics, UK
  11. 11. Compared with CV Survival Rates 79.90% 69.30% 61.50% 56.30% 51.40% 93.10% 75.60% 60.50% 51% 44.10% 94.10% 89.40% 88.50% 84.50% 79.40% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Year 1 Year 2 Year 3 Year 4 Year 5 US UK CV Source: Bureau of Labor Statistics Report, US; Office for National Statistics, UK
  12. 12. References • https://www.usatoday.com/story/money/business/small-business-central/2017/05/21/what- percentage-of-businesses-fail-in-their-first-year/101260716/ • http://www.waspbarcode.com/buzz/reasons-small-businesses-fail/ • https://www.statisticbrain.com/startup-failure-by-industry/ • https://www.fundivo.com/stats/small-business-survival-rates/ • https://www.forbes.com/sites/ericwagner/2013/09/12/five-reasons-8-out-of-10-businesses- fail/#7d658db76978 • Bureau of Labor Statistics Report, US • Office for National Statistics, UK • Gartner Reports in 2017
  13. 13. Cool Vendor Case Studies
  14. 14. 9 3 1 1 Year Distribution 2017 2014 2013 2012 10 2 1 1 Geographic Distribution US* UK* Germany Demark *Companies have offices in Asia. Case Studies Overview
  15. 15. Who is the Cool Vendor? Where is it based? Who & Where How did they manage to win? How Important or Not important, why? Why What has been done to utilise the Cool Vendor? What It would be helpful if… Wish Case Studies Components
  16. 16. Main Findings – 5C’s • Criteria • Coverage o Geography o Industry • Communication o Before nomination o After nomination • Cost o Cool Vendor designation o Other Gartner services • Credit
  17. 17. Cool Vendor In Human Capital Management, 2017 Game-Based Assessments  People Analytics UK & Singapore Who & Where Heads-up by analysts, but no more informationHow Calls from Venture Capital Unclear usage and budget restrictionsWhy Unclear ROI, usage restriction, tight budget  done nothingWhat Light version of service package Cool Vendor ForumWish
  18. 18. Cool Vendor In Advertising, 2017 Marketing performance management US Who & Where Unique services / products Good analyst relationship US location How Sales & marketing Recruitment & team moraleWhy Cool Vendor Logo on website, sales & demo deck, presentationsWhat Guidance on interaction with more analystsWish
  19. 19. Cool Vendor In Identity & Access Management, 2014 IoT Smart Products Platform in the cloud UK Who & Where Targeted analysts Investments from Cisco and Samsung in early 2014 Industry conferences How Marketing – attention from research firms Team moraleWhy Twits, Blogs, corporate credentials Ongoing communication processWhat Analysts to overcome thinking models and conservativeness.Wish
  20. 20. Cool Vendor In The Digital Workplace, 2017 Intranet solution built on SharePoint Demark Who & Where Didn’t target any analysts, not aware of Cool VendorHow Cool Vendor has more recognition, impact and potential in the US Sales & marketing – ‘stamp for quality’Why Restricted use due to Gartner policy Talk to potential customers / partners, in PR, online job openingsWhat Gartner be more open Change timing of designation (summer holiday)Wish
  21. 21. Cool Vendor In Automotive Electronics, 2017 Data capture platform to improve driver assistance systems US Who & Where No idea of winning Cool Vendor until our interviewHow No need to work with analystsWhy N/AWhat N/AWish
  22. 22. Cool Vendor In Education, 2014 Deliver lifelike interactive experience by AR/VR technology US Who & Where Strong leader with focused strategy Unleash the passion within analystsHow Reputation of Gartner Cool Vendor  credibilityWhy Press release investors deck, high level presentations Awards section on career’s webpage What Explicit mention of Cool Vendor by GartnerWish
  23. 23. Cool Vendor In Ai For Legal Affairs, 2017 Predict the likelihood of winning with a specific case strategy US Who & Where Didn’t know the award existed Not much interaction with analystsHow Special customer base  No big impact as Cool Vendor Form of validationWhy Social mediaWhat More communication and support from GartnerWish
  24. 24. Cool Vendor In Content Services, 2017 Content solution Files  logical data components US Who & Where Active analysts relations: 20 analysts, 3-4 calls/week for 4-5 months Constructive feedback on product Product demo How Network expansion, publicity & clients referral Raise internal moraleWhy Cool Vendor badge Cool Vendor report Cool Vendor logo (email & business card) What Their Gartner representative "is absolutely fantastic“!
  25. 25. Cool Vendor In Education, 2014 Identify and monitor student while learning online US Who & Where Not actively in contact with industry analystsHow Approached by Gartner for case study & commercial activitiesWhy Mention Cool Vendor in presentations and reports Customer acquisition Internal motivation What Gartner could reduce the time and money needed to investWish
  26. 26. Cool Vendor In Communications Service Provider Operational And Business Infrastructure, 2012 Control and evaluate network performance Germany Who & Where Proactively talking to analysts to keep good relationshipsHow Establish credibility, especially helpful in the beginningWhy Press release and websiteWhat More frequent and open communicationsWish
  27. 27. Cool Vendor In Cloud Security, 2017 Connect or enclave unified virtual overlay networks US Who & Where "We very much wanted to be a Cool Vendor.“How CV has more longevity than other awards Mentioned twelve times in two years Access to analysts / clients / investors Why Invested a lot in Gartner's subscription and other services Making the most of all the opportunitiesWhat It’s all about relationships and you need to create a virtuous circle. The investment definitely pays off.Advice
  28. 28. Cool Vendor In Semiconductors, 2013 Biosensor Solutions via mobile and wearable devices US Who & Where Little (try not to self-promote)How Hard to measure and compare Invitations to conferences and forumsWhy Used Cool Vendor Logo but no noticeable differenceWhat Research on ROI of different awardsWish
  29. 29. Cool Vendor In Digital Commerce, 2017 Combine real-time marketing with performance management US Who & Where Almost no relationship with industry analysts Focus on product developmentHow Not sure about the impactWhy Talk a lot about it and name it on their websiteWhat Follow-up call with the analysis one year after winning the CVWish
  30. 30. Cool Vendor In Unified Communications, 2017 Calendar data analysis and prediction US Who & Where Reach out to analysts quarterly Relationship Gartner Personal network How Great honour but not the best timingWhy Press release Social media postWhat Gartner could support with pre-proofed media resource, and give access to CV report.Wish
  31. 31. Dark Side of being a Cool Vendor?

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