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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Leveraging the Enhanced MQ Process to Improve AR Effectiveness
Nancy Erskine, GVP & Ombudsman
David Black, VP, Gartner Research
1 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
2 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
How many MQs do you support every year?
None
1
Between 2 and 5
More than 5
Polling Question 1 of 13Poll Type: Multiple Choice (choose one)
3 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Ombudsman
Observations
PerspectiveVendors and Analysts
MAGIC QUADRANT
Key perspective differences between
Vendors and Analysts and why they’re
Important to know
4 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Perspective
Differences: Vendors and Analysts
5 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Current Product Strategy
Quarterly Performance
Tomorrow
Future End-User Needs
Tomorrow’s Technology
Today
Key Perspective
Differences: Vendors and Analysts
6 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Current Product Strategy
Quarterly Performance
Improved Dot Position
Focus on Primary Competitors
Future End-User Needs
Tomorrow’s Technology
Relevant Strengths
Notable Cautions
Tomorrow
Comparative
Today
Competitive
Key Perspective
Differences: Vendors and Analysts
7 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Current Product Strategy
Quarterly Performance
Improved Dot Position
Focus on Primary Competitors
Market Positioning
Marketing Gold
Future End-User Needs
Tomorrow’s Technology
Relevant Strengths
Notable Cautions
“What Do We Need?”
“Who Fits the Bill?”
Tomorrow
Comparative
Decision Support
Today
Competitive
Marketing
Key Perspective
Differences: Vendors and Analysts
8 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
In their analysis analysts focus exclusively on what vendors can
offer today.
True
False
Polling Question 2 of 13Poll Type: True/False
9 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Market share is always considered heavily in an MQ.
True
False
Polling Question 3 of 13Poll Type: True/False
10 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Leaders are not always the best choice for end-users.
True
False
Polling Question 4 of 13Poll Type: True/False
11 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Enhanced Publication CalendarRefreshed the 10th of Every Month
Publication Calendar
12 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Column Best Practice
Market • Understand the overall landscape of markets that Gartner covers
• Anticipate the document(s) where you may be evaluated
• Use Gartner’s market coverage to better understand your competitors
• Provide feedback on markets you think Gartner should cover based on the needs of your
customers/prospects
Lead Author & Co-Authors • Get to know the analysts in the market(s) you play in
• Brief lead authors and co-authors on a regular basis (i.e. not just during MQ season)
Next Expected Publish
Month
&
Expected Research Kick-off
Month
• Create an annual calendar with the document(s) where you expect to be evaluated
• Prioritize and focus your efforts based on company strategy and internal capacity
• Create a set-back schedule
• Give heads-up to your internal stakeholders – including development executives and
customer reference teams
Project Contact • Engage with project managers as often as needed
• Consider project managers as key point of contacts through the process
• Provide feedback on what works/does not work
How to Use the Publication CalendarPublication Calendar
13 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
1. Market definition with highlights of market evolution from the
previous year and rationale
2. Inclusion criteria with vendor acknowledgment requested
3. Evaluation criteria with sub-criteria and highlights of weight
changes from the previous year and rationale
4. End-to-end schedule with vendor acknowledgement requested
5. Cut-off date for data collection
Enhanced Welcome PacketFive Key Elements
Welcome Packet
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Clear table of content
Your ToDo’s
Welcome Packet
15 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Invest the time to
carefully read the
market definition
• Understand what the
analysts are looking for
• Ask questions as
needed
• Improve the quality of
your responses to the
vendor questionnaire
• Better target your
customer references
Market Definition
Presented from a buyer/end-user perspective
Details on the evolution of the market and associated rationale
Welcome Packet
16 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Understand the inclusion
criteria
• Respond to the
communication stating your
ability to qualify - or not - to
the best of your
understanding
• Do not move forward
unless you know for sure
that you qualify for inclusion
• Get clarification on what the
dot(s) will represent if you
have multiple offerings in
the same market
Inclusion CriteriaWelcome Packet
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• Understand the evaluation criteria and sub-criteria
• Examine weight changes and anticipate their implications for your position
• Focus your responses to the vendor questionnaire based on the criteria/sub-criteria
• Structure your vendor briefing around the criteria/sub-criteria
Evaluation Criteria Criteria and sub-criteria
Weights for this year + year before with rationale for change
Welcome Packet
18 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Flag right away any
potential conflicts with
major events, product
releases, etc.
• Create your own set-
back schedule
• Notify all your internal
stakeholders
(development
executives, customer
references, etc.)
End-to-End ScheduleWelcome Packet
19 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the cut-off date as you respond to the vendor questionnaire to better target your responses. Same for the vendor briefing.
Cut-off DateWelcome Packet
20 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Welcome Packet
Elements
Key to Understanding the Analyst
Process and Perspectives
Important Things to Keep in Mind
during the MQ Process
Market Definition Explains how and why the analysts’
view of the market differs from your
view of it
These are written for end users and
they focus on the future
Evaluation Criteria
and Weights
Describes the comparative evaluation in
the context of the market definition and
the weighted importance the analysts
have given it
Think less about market share or
current revenues; think about how
your offerings differentiate you from
the competition
Vendor & Analyst Perspectives
Know the Context. Ask project managers if you are not clear.
21 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
If I have questions on the Welcome Packet who should I contact?
Lead author
Peter Sondergaard
Project manager
Gene Hall
Your account manager
Polling Question 5 of 13Poll Type: Multiple Choice (choose one)
22 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Do I get to choose the MQ(s) where my
company/products/services are evaluated?
Yes
No
Polling Question 6 of 13Poll Type: True/False
23 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Can I get my account manager to request an extension to the
vendor survey?
Yes
No
Polling Question 7 of 13Poll Type: True/False
24 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
When shall I ask clarification questions about the evaluation
criteria?
At the very beginning of the process
Two-days before the survey deadline
During external review
During an audit/escalation
Polling Question 8 of 13Poll Type: Multiple Choice (choose one)
25 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the forward-looking views of the market definition and the details behind the evaluation criteria to focus your responses
Keep your responses succinct and factual – include links for more details
Highlight your differentiators
Ask clarifications questions on the survey as needed before sending your responses back
Structure the vendor briefing
around the evaluation criteria
and sub-criteria
See the MQ vendor briefing as
an extension to regular briefings
– not a replacement for ongoing
updates
Vendor Survey & Vendor BriefingVendor Survey
Vendor Briefing
26 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Welcome Packet
Elements
Key to Understanding the Analyst
Process and Perspectives
Important Things to Keep in Mind
during the MQ Process
Market Definition Explains how and why the analysts’
view of the market differs from your
view of it
These are written for end users and
they focus on the future
Evaluation Criteria
and Weights
Describes the comparative evaluation in
the context of the market definition and
the weighted importance the analysts
have given it
Think less about market share or
current revenues; think about how
your offerings differentiate you from
the competition
Vendor Survey Gives you a more focused view into
end-user needs either already
expressed or anticipated by end users
Look for key areas of importance
based on questions asked
Vendor & Analyst Perspectives
Know the Context. Ask project managers if you are not clear.
27 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Understand Gartner’s expectations on customer reference profiles
(use cases, job titles, geography/industry background, etc.)
Submit customer references in line with Gartner’s expected profiles
Focus customer references on what makes your solution unique
Avoid submitting the same references year over year (but there could
be exceptions)
Refer only customers who are in production
Customer ReferencesCustomer References
28 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Welcome Packet
Elements
Key to Understanding the Analyst
Process and Perspectives
Important Things to Keep in Mind
during the MQ Process
Market Definition Explains how and why the analysts’ view of
the market differs from your view of it
These are written for end users and they
focus on the future
Evaluation Criteria
and Weights
Describes the comparative evaluation in the
context of the market definition and the
weighted importance the analysts have
given it
Think less about market share or current
revenues; think about how your offerings
differentiate you from the competition
Vendor Survey Gives you a more focused view into end-
user needs either already expressed or
anticipated by end users
Look for key areas of importance based on
questions asked
Customer
References
Gives analysts a view into your best
customers – sometimes quite different from
inquiries and other sources
Sometimes references share information
with the analysts that they might not admit
to you in the interest of preserving your
relationship
Vendor & Analyst Perspectives
Know the Context. Ask project managers if you are not clear.
29 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Your customer references are only going to say positive things
about you.
Yes
No
Polling Question 9 of 13Poll Type: True/False
30 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
I can simply re-submit last year’s references.
Yes
No
Polling Question 10 of 13Poll Type: True/False
31 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Vendor V offers Product P in this market. Product P is sold in three editions respectively tailored to large, medium, and small enterprises. Version 5.0 is the latest version released in March 2015 and was the foundation of this analysis. Version 5.0 adds mobile support along with a multi-byte interface tailored to the Asian market. Vendor V defined this space thirty years ago but has faced increasing pressure from competitors since then. A new CEO and a complete restructure in 2010 gave the company the boost it needed to redefine itself with a more innovative strategy extensively based on acquisitions with over 20 vendors acquired over the past four years.
Strengths
Vendor V is one of a few vendors with the product breadth, technical means, experience and motivation to realize the vision of a solution as a versatile framework for contextualizing information, applications and business processes, and then making them available proactively and pervasively.
Vendor V is strong in supporting a wide range of vertical industries with considerable depth.
Cautions
Unforeseen costs and complexity at some large organizations have kept Product P from gaining the positive track record that would fuel vibrant growth in the market.
Despite the attraction of an integrated suite, Vendor V lacks “out-the-box” integration across the modules.
Limited marketing investments outside of North America will prevent Vendor V to be successful in other parts of the world.
Vendor V has embraced fewer standards than its competitors.
External Review
32 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Focus your feedback on factual errors and confusing areas
Voice concerns if the “strengths” and “cautions” bullets do not help
understand the relative position of your dot(s)
Ignore typos and grammar errors should you find any (and you
should not find many anymore)
Best PracticesExternal Review
33 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Overall ProcessEscalation & Audit
Ombudsman review
Ombudsman AuditTeam Manager
ReviewExternal Review & Analyst Review
Vendor fact-check and
clarification of write-up
Analyst review and approval
Vendor challenge to
analysts’ conclusions
Vendor challenge to overall research
and process
34 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Provide strong
fact-based
evidence
• Avoid bringing
new facts you had
saved just in case
Team Manager Review
Within 2-days of the completion of External
Review, the vendor may submit unresolved claims
and supporting fact-based evidence in writing to
the analysts’ Team Manager (TM)
– The TM or vendor may schedule a call to discuss the issues in
greater detail
– The TM will consider the vendor claims and will
make a determination within 5-days of receiving
them
– If the TM agrees that changes should be made, the analysts and
vendor will be apprised of that decision and the changes
implemented
– If the TM disagrees that changes should be made, the vendor
will be apprised of that decision--marking the end of TM review
– Vendor should confirm that TM review is complete
Escalation & Audit
35 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Understand the
role and focus of
the Ombudsman
• Set the right
expectations
internally with
your stakeholders
Ombudsman Audit
Within 2-days of the completion of TM Review, the
vendor may submit unresolved claims and
supporting fact-based evidence in writing to the
Ombudsman
– The Ombudsman investigation includes
– Review of vendor claims and evidence—share findings with
vendor and analysts
– Confirm that research has been created in line with Research
Methodologies, that all relevant facts were considered and that
evaluations were performed consistently—The Ombudsman
does not challenge analyst opinion
– If the Ombudsman determines mistakes were made, it will
request that appropriate steps are taken to rectify the issue
The Ombudsman’s final determination marks the
end of the Escalation and Audit process
Escalation & Audit
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MQ Claims Input Form (CIF)
Standardize vendor
claims by relevant type
Create transparency
as the audit
progresses
Focus interactions and
responses
Ensure that the audit
stays on track on both
sides
Escalation & Audit
37 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
If I believe my product has not been evaluated fairly, my next step
after External Review is the Ombudsman.
Yes
No
Polling Question 11 of 13Poll Type: True/False
38 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The audit is the time for me to bring up new information that I was
saving just in case.
Yes
No
Polling Question 12 of 13Poll Type: True/False
39 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Ombudsman considers complaints around methodology,
fairness among vendors, and research process – but not
opinions.
Yes
No
Polling Question 13 of 13Poll Type: True/False
40 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
1. Understand the context of the analysis and the analysts’ perspectives
2. Leverage the Welcome Packet to be more targeted in the information you provide to analysts
3. Ask clarifications questions if things are not clear. Do not assume anything
4. Leverage the project managers as often as needed throughout the process
5. Create your own set-back schedule
6. Prioritize your efforts based on company strategy and available capacity
7. Flag schedule concerns early in the process
8. Brief and feed analysts information on an on-going basis
9. Focus on facts and differentiators
10. Structure your briefing and the information you provide around the evaluation criteria
Top Ten Recommendations
41 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
42 © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Q&A
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Leveraging the Enhanced MQ Process to Improve AR Effectiveness
Nancy Erskine, GVP & Ombudsman
David Black, VP, Gartner Research