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UP and to the RIGHT: Strategy and Tactics of Analyst Influence: A complete guide to analyst influence Paperback – May 1, 2012

4.5 out of 5 stars 21 customer reviews

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Editorial Reviews

About the Author

Richard Stiennon was a VP Research at Gartner. He is a widely quoted and followed independent analyst that covers the IT security industry. He is the author of Surviving Cyberwar (Rowman&Littlefield, 2010). He was Chief Marketing Officer for Fortinet, and has held positions at Webroot Software and PricewaterhouseCoopers. He has presented in 26 countries on six continents. He writes the Cyber Domain blog for Forbes.com. He was named one of the “50 Most Powerful People in Networking” by Network World Magazine and was given Gartner’s Thought Leadership Award in 2003. His experience on both sides of the analyst influence equation has led to the publication of this guide to influencing analysts.
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Product Details

  • Paperback: 186 pages
  • Publisher: IT-Harvest Press (May 1, 2012)
  • Language: English
  • ISBN-10: 0985460709
  • ISBN-13: 978-0985460709
  • Product Dimensions: 6 x 0.4 x 9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #913,983 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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Richard Stiennon did not help my ulcers when he worked for me at Gartner. Attempting to manage this guy was very challenging when I was a Managing VP supervising the security team. But he was a damn fine analyst. His book demonstrates how Richard has turned his unique talents to analyzing the analyst business, and in particular, in providing sound advice to market players seeking favorable position on Gartner's infamous Magic Quadrant, the Forrester Wave and the equivalent vendor evaluations from some of the smaller research houses.

But keep in mind that these firms all have other publications, and so Richard's tips for influencing the analysts have broad applicability to a wide range of reports, as well as analyst interactions with clients through inquiry, "consults," one-on-ones or other exchanges with end-users and the buyers of technology products and services.

At the end of the day, the vendor focused research is the equivalent of a Consumers' Report on technology. Playing the game well is the advice Richard's book provides, and it does that comprehensively and admirably.

BTW, my ulcers healed sometime after Richard (and I) left the company. I feel much better now, but miss him and am glad to see him "around" at various conferences and et cetera.

Victor S. Wheatman, former Managing Vice President at Gartner; Currently Senior Director: Security, Fraud and Risk, Javelin Strategy & Research
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Format: Paperback
The other day I was waiting to give a talk on cyber security and listening to another speaker before me. A question came from the audience that refuted the speaker's statements. The audience member said, "Well, EVERYONE knows that x, y, z is true." I blurted out from my seat, "I know that what you are claiming is supposedly conventional wisdom, but how do you know that?" She said, "Analyst firm "X" wrote it in a paper, so it must be accurate." But of course, there is ample evidence and research to the contrary from other from non-industry analysts.

Certainly, there are many brilliant people working in the ranks of analyst firms, and some excellent reports are published every week from numerous firms. But some aspects of the model are completely broken. I think it's time to consider "term limits" for some analyst positions so that they can stay fresh and unbiased, as well as think about the need for some firms to consider divesting consulting practices when they make assertions regarding being vendor agnostic. Also, there are inherent challenges in a model in which firms accept hundreds of thousands of dollars from both enterprise customers and vendors and attempt to remain completely impartial.

Richard's book is timely, thought provoking and a must-read for any IT exec who is trying to determine how to weigh the value of research firm opinions in the decision support process.
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Format: Paperback
This is one book I wish never have been published.

I've been using Stiennon's tips for about a year now. They work. They are inexpensive, not complicated and right to the point.
Some of them are so counter-intuitive that you will be searching for the 'catch'. How is it Analyst-Relation experts tell you it will cost you lots of money (but results are not guaranteed, of course) and here's a guy, that makes a living from telling vendors how to interact with analysts, that is telling you just the opposite?
Other tips are so simple you'll be cursing for not knowing them when your startup was one month old.

Stiennon has been there: he was the analyst listening to vendor pitches. Now he's crossed the lines (back from the dark side?) and is spilling the beans. My only regrets are that I didn't have this 'operations manual' for AR sooner, and my second regret is above: I truly wish he hadn't published it. If our competitors started doing the same that wouldn't be fun for us at all.

This book is a must read for every CEO that talks to analysts. And if you're a CEO in the IT industry and not talking to analysts, you really should. It's not as hard as you think. Not to be demeaning, this book is the "Analyst Relations for Dummies".
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Format: Paperback
In his latest tell-all page-turner, Stiennon lays out how IT analysts rig the game, and how to hack-in. Less-informed tracts preach the conventional wisdom of glad-handing PR and desperate SEO - and ape inappropriate guerrilla tactics from other industries. This approachable volume provides the business context for investing in Analyst Relations, along with a step-by-step approach for building a sustainable vector, UP and to the RIGHT.

Stiennon has been-there-done-that, on both sides of the analyst-vendor table. Strategic IT analysis is a high-stakes game, and Stiennon plays for keeps - whether as a Gartner VP research, as an industry CMO, or as CEO of an IT-intensive business. It takes all three perspectives to crack the code.

While Stiennon places much focus on Gartner and its "Magic Quadrant" reductions, his strategies and tactics have broad applicability for shaping conversations with Key Opinion Leaders and influencing outcomes over time - while maintaining the essential integrity of the analyst dialogue.

UP and the the RIGHT is required reading - from HP and IBM to the latest upstart startups - to build a self-financed virtuous cycle with the analysts essential to success in the IT industry.
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