Business Technology Managers Have Their Say - InformationWeek
IoT
IoT
News
Commentary
9/7/2001
05:59 PM
Stephanie Stahl
Stephanie Stahl
Commentary
50%
50%

Business Technology Managers Have Their Say

This is the third time InformationWeek has analyzed the analysts. Why? Companies spend hundreds of thousands of dollars (and some more than $1 million) on these services each year.

The IT analyst community specializes in telling business technology managers what they think. In this week's issue, business technology managers tell us what they think about IT analysts. This is the third time InformationWeek has analyzed the analysts. Why? Companies spend hundreds of thousands of dollars (and some more than $1 million) on these services each year. But the slow economy and dwindling confidence in some firms have many companies scrutinizing their research expenses.

When it comes to IT analysis, there are two sets of customers: business technology managers and technology vendors. Other than a few outspoken vendors (such as Oracle), many are guarded about their opinions of analyst firms for fear that their products or strategies won't be mentioned or recommended in an analyst's report. Some smaller vendors say they're outright ignored because they don't (or can't afford to) purchase the firm's services. Their suspicions are supported by a former analyst I spoke with the other day. She said revenue was the driving factor behind her firm's analysis. "Rarely did we do anything for the sake of getting information out there. We were discouraged from having briefings with vendors if it didn't seem as though they were going to sign on as clients." That attitude, of course, could affect the kind of analysis on which business technology managers base their buying decisions.

Before I go any further, let me stress that I'm not suggesting all IT analyst firms behave this way. In fact, Al Biland, CIO at Snap-on, says he's gotten great advice about smaller vendors from analyst firms. I'll also add that CMP Media, which owns InformationWeek, sells IT market research, that reporters at InformationWeek often seek out opinions from analysts, and that InformationWeek.com sells reports from various analyst firms. So we aren't here just to criticize.

To wit, this week's cover story ("The Reality Of Research"), by senior writer Steve Konicki, will give you a good idea where business technology managers get the most value from the analyst community and where they believe they've been burned. Find out, too, how some firms are changing in order to stay relevant. IT analysts who might be reading our story will learn three primary lessons: Cut the B-to-B hype (some may tell the media to do the same!); don't play the role of the "yes man"-tell your clients if their strategies are wrong; and help your clients better understand their customers, not just their competitors.

Let us know about your experience with IT analysts.

STEPHANIE STAHL
Editor
sstahl@cmp.com

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll