{"id":4101,"date":"2019-02-02T18:55:00","date_gmt":"2019-02-02T18:55:00","guid":{"rendered":"http:\/\/localhost\/projects\/horsesforsources\/levin-stale-analysts_020219\/"},"modified":"2021-12-03T08:04:50","modified_gmt":"2021-12-03T08:04:50","slug":"levin-stale-analysts_020219","status":"publish","type":"post","link":"https:\/\/www.horsesforsources.com\/levin-stale-analysts_020219\/","title":{"rendered":"(Weekend rant) Levin: a fading symbol of the legacy analyst industry? Or a hero helping edge those dots up the MQ for misunderstood vendors?"},"content":{"rendered":"

<\/p>\n

There\u2019s nothing more jarring than an ex-Gartner analyst desperate to continue dining off a legacy analyst industry that is actually trying to change. And lo and behold, Just before the Christmas break, a blog emerged on LinkedIn with an enviably click-baity title \u2018Is Gartner research quality under threat?<\/a>\u2019. \u00a0<\/p>\n

Simon Levin<\/a>, a Gartner Alum and owner of a boutique business \u201cThe Skills Connection\u201d that helps tech vendors lobby their way through the Gartner and Forrester MQ and Wave processes, plies his trade on the fact he \u201cknows\u201d how to work his friends at Gartner, to help his vendor clients get their dots edged in a more positive direction for the firm. \u00a0And why not?\u00a0 If I was a CMO, and lobbing Simon some moolah can help get some sort of leg-up in the process, I\u2019d probably give him a shot. \u00a0And however you performed, there is no doubt Simon will claim it would have been worse<\/em> without him.\u00a0 It\u2019s like that hair product \u201cRogain\u201d that claims to slow down hair-loss\u2026 you\u2019d never really know if it actually helped unless you went completely bald\u2026<\/p>\n

\u00a0Simon makes the case that now most his former Gartner buddies he worked with in the 90\u2019s are being quietly \u201cretired\u201d and replaced with a new breed of youthful analysts, and their research maybe less predictable:<\/p>\n

\u201cQuality control is hard to enforce. When a client of ours became involved in escalating a dispute over an MQ assessment recently, we saw some signs that Gartner\u2019s controls may occasionally creak at the seams.<\/em><\/p>\n

Our vendor noted factual errors in both the wording and the scoring of the draft assessment. We protested and took the client through the escalation process, and the company\u2019s dot was rightly promoted from midway down Niche to the top quartile of Visionary, while the words were rewritten and became significantly more positive.\u201d<\/em><\/p>\n

So Simon literally cannot lose here:\u00a0 \u201cIn the old days I could leverage my influence with my former colleagues, now they\u2019re going, I can help even more with the new kids they\u2019re throwing into the mix\u00a0 who might make a few errors\u201d<\/p>\n

Predictably, the conclusion from Simon Levin was \u201cas long as you hire my firm early enough in the MQ process to make sure their analysts don\u2019t misrepresent you, you\u2019ll have nothing to worry about\u201d.<\/p>\n

\u00a0Why the content of Simon Levin\u2019s blog should also be of real concern to the industry<\/strong><\/span><\/p>\n

In many ways, the stance taken in this blog is representative of how tech marketeers AR professionals view analysts \u2013 after all Simon\u2019s revenues come from advising vendors on how to put pressure on analysts in the right places. But let\u2019s break down in stages what\u2019s wrong with this argument:<\/p>\n

Misguided principle 1: Wining and dining analysts mean they\u2019re in your pocket and should stay there!<\/strong><\/span><\/p>\n

The piece starts off innocently enough by confirming what we already knew and discussed in our blog covering nodding dogs<\/a> \u2013 vendor marketeers and their analyst relations professionals should expect analysts to do their bidding all the time they\u2019re being wined and dined. We know this because Levin discusses at length how irritating it is for vendors when they have invested so much time \u201ccultivating\u201d an analyst, to find out that said analyst isn\u2019t handling that big competitive analysis this year. The misguided presumption here, of course, is that wining and dining analysts is just as important<\/em> for getting a decent score as, say, providing relevant and timely information.<\/p>\n

While this isn\u2019t true for many analysts \u2013 we can infer, given the provenance of Levin and his compatriots, that Gartner analysts are perhaps more willing to boost scores if they have a good relationship with the vendor. Isn\u2019t this knocking the value of objective assessment<\/em> somewhat?\u00a0 I\u2019m sorry Simon, but most analysts do this job because they actually value their ability to be objective.\u00a0 While one analyst firm obsesses with incentivizing its analysts with P&L responsibilities, most separate their analysts from the direct revenue impact of license reprints. Having a good relationship never hurt anyone with any business engagement, but a decent ethical analyst is never dissuaded by a decent steak (or vegan) dinner. Which moves us neatly on to our next puddle of misguidedness…<\/p>\n

Misguided principle 2: Fresh perspectives are bad \u2013 the game is about controlling stale opinions, not embracing new insight<\/strong><\/span><\/p>\n

This is a big one, and it slithers through Simon\u2019s blog as a core theme \u2013 the only stakeholder worth thinking about is the vendor. What\u2019s misguided here, though, is the prospect that a fresh analyst jumping on a piece of research is always a bad thing<\/em>. Sure, vendor marketeers and their analyst relations professionals may be rightly upset the steak dinner they bought has gone to waste as a new analyst\u2019s in town, but for the enterprise executive who relies on balanced research to make decisions, a fresh perspective is almost always welcome.<\/p>\n

The same staid analysis from a crusty ol\u2019 analyst recycling the same themes may well be predictable and easy to influence. We all know the types who have those decade-long loyalties to the likes of SAP, Workday. Oracle, IBM et al.\u00a0 It\u2019s very hard to convince a 30 year long analyst that the world is changing and and the vendor that have been lauding for their entire career may be losing its edge. \u00a0Changing things up a bit is important to keep the research fresh, and analysts on their toes.<\/p>\n

However, change<\/em> is nearly always inconvenient for vendor marketeers and their analyst relations professionals – the clientele that keep Simon Levin\u2019s coffers swelling.\u00a0 What\u2019s soul-destroying here is that the quality of the research (despite being the core focus of the misleading title) is pushed to the fringes<\/em> of the discussion. Simon\u2019s blog isn\u2019t about getting the best research and coverage into the market. It\u2019s commiseration on the annoyance that is losing a tame analyst for a new one that may not be as willing to down the Kool Aid.<\/p>\n

Nevertheless, quality is mentioned<\/em> \u2013 but it masquerades in the narrative as a single metric \u2013 the average tenure of an analyst. Because, of course, the longer an analyst is in a firm, and covering an area, the better they get. I mean that\u2019s just math\u2019s\u2026sort of. But unfortunately, even that old-world idea is being consigned to the history books. And – just like the rise of avocado ownership, and the crippling private rental market, we may as well blame the millennials for our next part.<\/p>\n

Misguided principle 3: Experience trumps relevance<\/strong><\/span><\/p>\n

This is the bit that really goads us. Why are we perpetually locked in this bizarre world in which we believe the best perspectives come from those that have been doing it the longest? Why do we shrug off the new and refreshing insights because their origin hasn\u2019t been dipped in decades of painful CIO workshops?\u00a0 We endlessly hear the need to develop new skills, to re-imagine our processes and redesign our business models, so why do the analysts get a free pass when it comes to keep up with the times?\u00a0 Why shouldn\u2019t analyst firms practice what they preach?<\/p>\n

The main assumption in Levin\u2019s blog is that age begets wisdom. That there may be a quality issue at Gartner because the average tenure of analysts has dipped. But could it be possible, just possible, that the average tenure dropping is a good thing? Already we\u2019re seeing hordes of younger executives and professionals flood into enterprises, no longer restrained by mandatory experience quota\u2019s or ridiculous policies from HR insisting that employees stay put in a junior role until they\u2019ve paid their dues. This coupled with the army of young entrepreneurs driving growth in tech start-ups and disruptors, is starkly altering the demographics of the average analyst firm\u2019s client. So, is it reasonable to infer that the demographics of the analyst catering to this market also evolve?<\/p>\n

Comments and blogs that imply quality research is inextricably linked to the quality and value of research are not only wildly out of touch with the changing market. But they\u2019re just obscenely ill-informed. In a room full of 20-year-old tech innovators, does the experience of an analyst with decades of early 90s CIO experience more valuable than a young analyst who can live and breathe the unique challenges of the market?<\/p>\n

Bottom Line: It\u2019s not about tenure, it\u2019s not about gaming the system, it\u2019s not about wining and dining analysts. If this analyst is to survive to see 2020, it needs to focus on the quality, relevant research that a diverse market needs<\/strong><\/p>\n

The reality is that diversity is always beneficial and throwing in the perspectives of both analysts will undoubtedly be of benefit. But what doesn\u2019t help is commentators like Levin churning out the same vapid and misguided tripe, in a bid to form a reactionary guard against the changing tides of the market. If anything, they\u2019re proving themselves to be irrelevant and damaging to an industry that, much to our lament, is crashing around us.<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s nothing more jarring than an ex-Gartner analyst desperate to continue dining off a legacy analyst industry that is actually…<\/p>\n","protected":false},"author":3,"featured_media":4102,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[303],"organization":[],"ppma_author":[19,36],"class_list":["post-4101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-enterprise-irregulars"],"yoast_head":"\n(Weekend rant) Levin: a fading symbol of the legacy analyst industry? 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