Anyone working in IT knows the power and influence exerted by Gartner, Forrester, IDC and the rest: Industry analysts can create markets, shape buying behavior, and even determine the fate of entire companies. They have a direct and measurable impact on the way organizations and individuals buy and use technology, from ubiquitous consumer products to esoteric emerging technologies.I'm employed by an enterprise software vendor, and working with the analyst community is a central element of our marketing mix. Analysts are uniquely positioned to provide a highly informed yet objective view of our ideas, strategy and product development plans. But more importantly, they also act as valued advisers and translators for consumers of information technology, aka our customers and prospects. And as a breed, analyst can be delightfully quirky individuals that are fun to know. (They can also be infuriating, pig-headed and far too enamored with themselves, but I digress...)
I've run AR programs for a handful of companies, and recently I inherited the AR brief in my current job. It's been a couple of years since I talked to analysts on a regular basis and it feels like the landscape has changed. If you've got experiences you can share – or resources you'd recommend – please get in touch.