Right now, we’re in the process of doing a round of new analyst briefings for a soon to be announced new client that’s been under the radar since May.
In the process of reaching out to analysts, one of our targeted analyst groups is Gartner.
With 3,800 associates, including 1,200 research analysts and consultants in 75 countries there is a maze you have to go through in order to get to the right person, or at least find out who the right person (or people) you want to get a briefing with.
Here’s what I do:
1. Since we have a database of every major industry analyst in the technology food chain, we can search by subject matter (i.e. security, semiconductors, networking, notebooks, PDA’s, enterprise, etc).
2. Once we identify who we believe the right analyst a firm like Gartner might be, we send a short (repeat three times: short, short, short….) email to the analyst simply saying something to effect that we represent ABC company, that is focused on the XYZ market, and that based on their profiles or articles in which they are recently quoted (if you can sight something like that it shows you are doing your homework) and that you would like to request a brief (repeat three times: brief, brief, brief) phone conference to get your client on their radar.
3. In the case of Gartner, I usually get a response directly from the analyst and then I will be instructed that I will be getting an email from their vendor briefings group. Within 24-72 hours you will receive a reference number and point of contact information for processing.
They have a form you have to fill out and apply to make your presentation to the respective analyst or analysts.
The entire briefing process may require 1-4 weeks depending upon analyst availability and the volume of briefing requests received….even if you are paying Gartner client…so be patient.
You will receive an email within 1 business day with a reference number and point of contact information for the Vendor Briefing Specialist processing your request.
Then, your dedicated Vendor Briefings Specialist will send your request to applicable analysts to assess their interest level (interest is related directly to how your briefing could help analysts fulfill their research agendas).
Analysts typically respond within 5 business days. If an analyst agrees to a briefing and is available, typically briefings are scheduled 1-4 weeks after your application is received.
Slide Deck Rules and Timing:
Make sure you provide an electronic slide deck presentation (under 5MB) at least 3 business days before your scheduled briefing.
Your presentation materials along with your online Vendor Briefing application and an audio recording of the briefing will be posted to Gartner’s central repository for internal knowledge purposes, which are accessible by their global analysts.
Not A On-Time Event…Think Long Term for Gartner and Other Major Analyst Firms
Gartner, like IDC and the other biggies have huge backlogs of requests for briefings.
If you are on track with a year long analysts outreach strategy, I would plan on trying to reach out to major analysts twice a year just to keep in touch and stay on their radar.
Here is a more detailed FAQ on how the Gartner process works
Here is the online Vendor Briefing form.
Need some more help? Send me an email to alan at weinkrantz dot com and just ask.
Photo of old school phone shot on location at Space City outside of Moscow by Alan Weinkrantz (c) 2007