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Gartner Analyst Community
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In this module, we will cover:
A definition of the Gartner analyst community
What analysts do
How Gartner analysts are selected and developed
How to find the right analyst
How to leverage analysts in the sales process
How to work with analysts to best support your clients
The Gartner analyst community is made up
of more than 700 information technology
research specialists located around the
world.
Gartner Analyst
• Collaborate with each other
• Challenge each other
• Learn from each other
• Interact in other ways
Gartner Analysts
• Analyze technology issues
• Provide knowledge and advice to clients
• Act as “Gartner’s brain trust”
Gartner’s recruiting advantages
Ability to attract the best prospects
Larger than any competitors
Offer unmatched quality without
sacrificing personal touch
Have the best and brightest analysts
in the industry
Work with cutting edge research
and companies
Offer flexible work structure
Hire the best talent
“Gartnerize”
Develop multiple
role dimensions
Hire the best talent
“Gartnerize”
Develop multiple
role dimensions
• Selected for their knowledge, skills and abilities
• Experienced in both business and in research
• Excellent interpersonal skills
• Ability to work collaboratively with peers
Hire the best talent
“Gartnerize”
Develop multiple
role dimensions
• Ability to communicate effectively with clients
• Simplify complex ideas relevant to client situations
• Have passion for ideas and think flexibly
• Independent thinkers
• Committed to standards of integrity
Hire the best talent
“Gartnerize”
Develop multiple
role dimensions
• Comprehensive on-boarding program
• Access to vast array of resources
• Mentoring by seasoned analysts
• Collaborative working environment
• Continuous program of ongoing skills development
Hire the best talent
“Gartnerize”
Develop multiple
role dimensions
• Gartner analysts generate high quality written research
• Discuss research context to client situations
• Speak at Gartner Events
• Participate in Client Engagement Days (C.E.D.’s)
With more than 700 analysts,
our ‘Brain Trust’ is extraordinary.
•Know the analysts most relevant to your clients
•Read analyst research and be aware of well publicized work
Gartner Fellows
• A two year assignment
• It encourages innovative research
• Keeps Gartner on the cutting edge
Finding the Right Analyst on Gartner.com
Finding the Right Analyst on Gartner.com
Finding the Right Analyst on Gartner.com
Finding the Right Analyst on Gartner.com
Finding the Right Analyst on Gartner.com
Finding the Right Analyst on Gartner.com
Working with Gartner Analysts
•Effectively partner with analysts both to bring in
NEW clients
•Make the most of analyst interaction with
EXISTING clients
Indicators for Analyst Sales Visits (CED)
Sales Indicators of when to Request a Sales Visit CED
•
Impacting an upcoming renewal
•
Impacting low usage in the account
•
Access to decision makers in existing accounts
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Improving strained relationships or dealing with issues
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Moving a prospect further in the sales cycle
•
Closing an opportunity
Leverage Analysts with Prospects
• Learn prospect’s individual situation
• Understand their key initiatives and challenges
• Understand how a prospect sees their obstacles
• Start with a sample of summary-level research
• Walk through Gartner web sites and research
Analysts Inquiry Demos for Qualified
Prospects
• Find the right analyst with expertise in the topic of interest
• Brief the analyst on the prospect’s issues and challenges
• Provide information so the prospect is confident that the
analyst can provide critical help with their issue
• Leave the prospect wanting more
• Strategize ahead of time with analyst
• Make sure analyst does not give away too much information
• Follow up with prospect and analyst
• Thank analysts by email after successful sales
Optimizing Client Engagement Days
• Great opportunities for prospects
to meet analysts
• Hold meeting with multiple clients
and prospects
• Prepare ahead and carefully
• Optimize time by holding meeting
at Gartner office
• Always verify meetings the day
before
Appropriate use of Analyst CEDs
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Prospects get priority for CEDs over renewals
Do not request a CED for a prospect in which the proposal is only for
one seat within the organization unless that seat is an EXP seat
Do not request a CED for a renewal which spends
less than $15K per year
Do not request a CED for a seatholder or prospect seatholder that is
only buying Reference access
Do not request CEDs that should be paid SAS
Do not request more than 1 CED per $50K in annual spend in an
organization
Do not request a CED to take an analyst into an organization where
the AE has not previously met with a decision maker or a key
influencer in that organization
Do not request a CED for an analyst to meet with clients or prospects
who are not decision makers or key influencers
Requesting Analyst CEDs
ALL Sales Visit CED requests must be approved and
submitted by a Sales Area Manager using a CED
Request Form.
1.
Identify the opportunity & forward to your Sales Area Manager for review & approval
2.
Sales Area Manager approves and submits the request form to: [email protected]
3.
The request form must contain the following information:
• Value Prompter or Impact Assessment or
answer all business justification questions in GREEN
• Timing and type of decision – at risk renewal? New Biz? P-Rev? X-Rev?
• If Renewal; what’s the $ value of the renewal
• Decision-maker confirmed – who are we meeting with?
4.
Research Management approval receipt: 2 business days
Analyst-Client Exchange
• Gartner analysts can reach your client by telephone
inquiry, Gartner-arranged briefings, Gartner
conferences, or SAS days.
• 4 steps to a successful analyst-client exchange
1. Identify and know the topics that are important
to your clients
2. Prepare the analyst for the inquiry
3. When the inquiry takes place, participate when possible
4. Debrief with the client to ensure satisfaction and follow
up with the analyst
Thank you
Please take a short quiz now to reinforce the key points