An introduction to Gartner\'s value proposition for SMB Technology Providers

1. Gartner for Emerging to Midsize
Technology Providers
Gartner delivers the technology-related insight necessary for
clients to make the right decisions every day.
For questions related to this document please contact:
Jason Creane - EMEA SMB Technology Providers
Email: jason.creane@gartner.com
Direct: 01784 267 952
Mobile: 0772 038 0337
Date: 9th January 2012

2. Gartner Overview
60,000 IT End
User Client Firms with lots of influential analysts
influence lots of IT Decisions.
60 Annual
Technology 11,600 Client
Conferences Organisations
“Gartner remains the most influential force CIO’s and their
staffs use to aid their purchasing and business-technology
decisions. A full 73% of more than 1,000 Optimize readers
surveyed ranked Gartner as the most influential analyst
firm. Competitor’s lagged significantly: Forrester 37%;
Yankee Group 22%; IDC 21%; AMR 11% [now a Gartner
company]; Others 3%.”
70% of the
Fortune 1000: Source: Optimize Magazine (Information Week Magazine targeted at
Over 4,000 Gartner
80% of the the CEO)
CIO Clients
Global 500
Who do your clients turn to for credible industry
coverage?
“Gartner 58%; Forrester 14%; Datamonitor 2%; IDC 7%;
Over 750 100,000+ IT Jupiter 1% ; Current Analysis 2%, Ovum 1%, Yankee Group
Analysts End User
Serving Clients 1%; 12% None/DK.”
Inquiries
Across 80
Countries Source: Hill & Knowlton survey of 157 senior decision makers.
Over 2 Million
IT End User
Research
Searches
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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3. Emerging to Midsize Technology Providers
The Situation…
• As an emerging or midsize technology provider, you run a lean, agile organisation.
• Resources, time and budgets are often limited and employees wear many hats to make
things happen.
• You have gotten to where you are today through aggressive product development and a
relentless focus on selling.
• You have an appetite for growth and recognise that in order to scale you need to put
scalable processes in place and formalise a strategy for guiding your employees'
behaviours to get the best return on resources.
• Your face some big decisions - when and where to grow, when and how to partner, how to
build brand awareness, how to price, and how to distribute - to name a few.
• Some providers chose to make these decisions on a tactical basis, with inadequate
process or data, and consequently get a poor return on their resources.
Successful providers look to outside support to enable them to make the
big decisions, giving them confidence, saving time, money and resources
and enabling them to shorten their time to revenue and accelerate their
growth.
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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4. Emerging & Midsize Provider Key Initiatives
Gartner delivers objective advice and research that enables you to grow your
business.
Our insight is aligned to the key initiatives of our emerging and midsize provider
clients:
Growth Go-To-Market Operational
New Market Opportunities Go-to-Market Planning New Product Launch
Portfolio Strategy Marketing Operations
Brand Strategy
Sales and Channel Strategy Market and Competitive Intelligence
Campaign Management
Acquisitions and Alliances AR Program Effectiveness
Sales Effectiveness Lead Generation
Positioning and Messaging
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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5. Quality Decision Support Service
Tailored to your Key Initiatives
Business Strategy
Business critical Analysts assigned as a ‘Impact Assessment’
initiatives ‘virtual team’ tracks value @ 90 days
We align our resources to The right experts Value is tracked every 90
your initiatives, their owners assigned to each stage days - decisions and
and milestones of the Initiative costs impacted
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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6. Research: Insight to Understand Your Customers,
Competitors, Markets and Technologies
Your Customers Your Competitors
Know what your customers care about. Understand Position your company and your products
their mind-set and decision-making behaviors. most effectively. Understand your competitors’
offerings and strategies.
Inquiry analytics Search analytics
Readership analytics User surveys Magic Quadrants MarketScopes
Gartner for IT Leaders toolkits SWOT analyses Vendor Ratings
Critical capabilities
Marketing Essentials
Research and advice that enables executives to
develop and execute successful marketing and
channel strategies.
Your Markets Technologies
Identify market and growth opportunities and Gain a deep knowledge of the technologies you
prioritize investments. focus on. Be aware of emerging technologies.
Market statistics Market forecasts Hype Cycles Cool Vendor Reports
Market trends Emerging markets Emerging technologies
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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7. Delivering the Gartner Service:
Insight, Advice, Research, Productivity Tools & Frameworks
• Unlimited personal telephone access to
Insight & Advice analysts for quality decision support.
Contract/proposal/strategy document
review and feedback
• Access to Gartner research including
key Gartner models e.g. Forecasts,
Research Market and Technology Trend Analysis,
Surveys, MarketScopes,Vendor
Ratings, Magic Quadrants, Hype Cycles
etc.
• Best practice frameworks, Guides,
Productivity Templates, Diagnostic tools, Case
Tools /Frameworks Studies, Presentations.
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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8. How Clients Describe Gartner Value
“Gartner has become a long term MACH business partner, helping us to gain a broader market understanding and competitive edge.
MACH is a long established managed services and SaaS provider - to have established our market leadership position requires us to
monitor industry developments and keep one step ahead of our competitors and Gartner’s inputs help us with our vision and confidence to
capture new opportunities faster. Gartner’s inputs are valuable in helping adjust and validate our own ideas. There is a huge value to us in
comparing very different perspectives on the market to triangulate our thinking. While we set our own strategic direction, we always want to
understand exactly what an industry influencer such as Garter, is thinking and how they believe certain markets will develop, so we can
take the best informed decisions ”
Ben Bannister, Head of Product Marketing, MACH UK
EASY Software has been a Gartner client for the past three years. Prior to this period it was recognised by the management team
responsible for the international business that a lack of visibility by prospects of the EASY brand through the analyst community was
proving to be a barrier to market penetration. The initial Gartner analyst enquiries immediately identified difficulty in accessing solution
benefits on the EASY website which has just resulted in a entire brand re‐launch. Analysts fed through into a highly effective repositioning
of the EASY messaging in the UK, which as a direct consequence has provided sales opportunities into a number of larger enterprise
opportunities in the financial services sector. An introduction at the recent PCC event in London has lead to a partnership between Active
Navigation and EASY, extending both companies solution suites.
Howard Freer, Sales & Marketing Director UK at EASY SOFTWARE
“Working with Gartner has been a turning point in increasing our sales team’s effectiveness. As a PR Company for emerging tech
providers, we need to be quick to respond to sales bids and our responses to RFPs need to be spot on if we want to maintain our credibility.
Using Gartner research and analysts has helped us strengthen our proposals through better understanding our client interests and their
spending benchmarks. Now we can be positive that, thanks to Gartner, we always propose the best fit possible to the client needs and are
able to differentiate ourselves from our competitors and the big players.”
Steve Loynes, Managing Director, Chameleon PR
© 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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