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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
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Top Customer Reviews
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
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.
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".
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.
Most Recent Customer Reviews
Easy to read and generally helpful. Some essentials missing but overall very helpful.Published 9 months ago by Kathy
If you are a growing B2B tech company I would recommend reading this book. You don't know what you don't know. Read morePublished on August 9, 2013 by Joel Smith
This is a must read for any analyst relations professional. It is a straight forward "how to" to get your company positioned as a market leader and influencer. Read morePublished on November 28, 2012 by GGuidice
UP and to the RIGHT is chock full of practical advice and creative approaches. While specifically written about relationship building with Gartner analysts, the learnings are... Read morePublished on November 20, 2012 by Jeani Park
Marketing your product to the enterprise? Need to know all about Gartner and their magic quadrant? This is the book to read !Published on November 20, 2012 by Stu Sjouwerman
Every tech product manager and executive should read this book, even if you don't deal with analysts but are involved in marketing and pitching.Published on October 16, 2012 by Alien Owl
The strategies and tactics presented in the book are good for beginners -- and for small companies. Some would not even be entertained by industry analysts if you tried them. Read morePublished on September 18, 2012 by Busy Lady