Warning: some people may find this video offensive. Please watch the whole thing before passing judgment.
Bloggers, analysts, journalists, and other influencers are an important component of the enterprise software ecosystem. Vendors seek high ratings from analysts and influencers because many buyers use reports to inform large purchasing decisions.
The video embedded below brilliantly captures, and simultaneously mocks, the power and influence of industry analysts and their effect on enterprise vendors. Although the video specifically targets Gartner, the largest enterprise analyst firm, it offers deeper lessons applicable across the spectrum of industry influencers.
Jonny Bentwood, who works in Analyst Relations (AR) for public relations giant, Edelman, assembled this great piece of enterprise comedy. Jonny’s Technobabble 2.0 blog is a great source of information about the changing world of analysts.
As an aside, I’m proud to be number six on the Technobabble 2.0 list of analysts who write blogs.
[…] Dissecting An Analyst Relations Failure The post wraps around a funny (and somewhat offensive) video clip that looks at the relationship between analyst firms (Gartner’s the target in this one) and the vendors who live or die on their recommendations. If you are involved in purchasing decisions, this is the underbelly of the beast. […]