gartner for high tech companies

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Gartner ValueFor High-Tech & Telecom

V.2010


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Gartner Overview



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Our unique insight is drawn from thousands of interactions with your clients, every day

65% of Fortune 1000;

85% ofGlobal 500

70 conferences

3,700CIOs

650 analysts across 80 countries

100,000+IT end-user

inquiries

10,000media

inquiries

2 million+IT end-user searches

“Gartner provides insight we can’t get anywhere else.”

Wes Hayden CEO, Genesys

60,000IT end-user

clients

10,000 client

enterprises

5,500benchmarks


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Viewed by Fortune 1000 decision makers as critical to making a short list

Our point of view shapes enterprise technology buying decisions

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Industry Analyst

Coverage

Personal Experience

Word of Mouth

Events Financial Analysts’ Coverage

Internet Sites

MarketingCollateral

Media Coverage

Advertising Direct Marketing

Other

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Gartner Forrester IDC Data Monitor

Current Analysis

Jupiter Ovum Yankee None/DK

Percentage of decision makers who view analyst firm as “most credible”

Valued Sources

Most Credible

Hill & Knowlton Survey: approximately 400 IT decision markers


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We offer unrivaled coverage

Hardware

Software

Telecom

Cross-market

IT services

Semiconductors

North America

Europe/Middle East/Africa

Asia/Pacific

Latin America

Geographic Coverage 650 analysts with an average of 12 years’ experience in their area of expertise

Market Coverage

400 in Americas, 130 in EMEA, 120 in APAC)

Deep coverage of 2,300 providers and 7,000 topics


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We can be leveraged in different ways

Vendor briefings

• Scheduling a vendor briefing (available to any technology and service provider—client or non-client)

• Educating analysts on your company’s direction and/or new product announcements via a vendor briefing

Industry Analyst

Analyst Relationships

Research services

• 24/7 access to Gartner research, enabling you to make decisions in real time

• Insight you can’t get anywhere else on your customers, markets and competitors

• Analytics you can use to gauge the effectiveness of your marketing and sales efforts

Research Provider

Market Intelligence

Analyst inquiry and SAS

• A two-way consultative relationship whereby analysts advise you on your go-to-market strategies and growth plans

• Face-to-face strategic sessions with analysts, which you can use to prepare for shareholder meetings, conduct business planning or get feedback on your ideas

Strategic Advisor

Business Strategy


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The Gartner Portfolio



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Our Solutions Portfolio

Research Consulting Inquiry & SASMedia Programs

Events


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Research: Insights you can’t get anywhere else

Customers

Gartner Analytics User SurveysToolkits

Competitors

Magic QuadrantsMarketScopesSWOT AnalysesVendor RatingsCompetitive Landscapes

Markets

Market StatisticsMarket ForecastsMarket TrendsEmerging Markets

Technologies

Hype CyclesCool Vendor ReportsEmerging Technology

MarketingEssentials

Best PracticesCase StudiesBenchmarks


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Consulting: Deep engagements affect informed strategies and winning tactics

R&DProduct

MarketingSales

Channel/ Partner

Management

Service/Support

Client Need

Innovation

Differentiation

Commercialization

Impact

Brand equity

Conversion

Volume

Reach

Focus

Efficacy

Depth

Scale

Profitability

Competency

Experience

Gartner Consulting Experience

M&A

Market trend analysis

Concept analysis and testing

Product development

Process optimization

Positioning and messaging

Market product validation (analysts, executive interviews, surveys)

Competitive assessment

M&A

Sales benchmark and optimization

Market SWOT analysis

Competitive assessment

Pricing

Channel assessment and optimization

Internal/partner investment alignment

Channel partner assessment

Channel strategy validation (executive interviews, surveys)

Customer experience life-cycle assessment

Services and support

Benchmarking


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Analyst Inquiry: Our world-class experts become your objective advisors

• Add precision to messaging

• Enhance competitive positioning on proposals

• Advise on go-to-market strategies

• Validate product road maps

• Help prepare for investor meetings


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• Re-examine and re-evaluate marketing priorities and investments

• Identify new partners or validate existing shortlists of proposed partners and alliances

• Update go-to-market strategies

• Align marketing messages with customer needs and buying trends

• Fine-tune competitive positioning

• Evaluate market opportunities being created from emerging technologies

Strategic Advisory Services (SAS): On-site full-day strategy sessions with Gartner analysts


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Media Programs: Gartner thought leadership boosts your marketing campaigns

Create a custom on-demand marketing platform featuring tailored presentations from your executives and our analysts

On-demand webcasts

Wrap your custom marketing message around existing Gartner research in a co-branded publication

Newsletters

Provide access to existing published research

Reprints


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Events: Your opportunity to reach thousands of IT decision makers

Applications: Trends & Technologies

Business Continuity Management

Business Intelligence

Business Process Management

CIO Leadership

Customer Relationship Management

Data Center

Enterprise Architecture

Identity & Access Management

IT Security

Master Data Management

Outsourcing

Portals, Content & Collaboration

PPM & IT Governance

Risk Management & Compliance

Service-Oriented Architecture (SOA)

SOA & Application Development

Symposium/ITxpo

The Future of IT

Wireless & Mobile

We host 70 conferences each year around the world.

42,000 business and technology professionals attend annually—these are your customers.

1,800 CIOs attend our events every year; your message will reach the decision makers.


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Key Initiatives



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High Tech & Telecom Key initiatives

New Market Opportunities

Portfolio Strategy

Sales and Channel Strategy

Acquisitions and Alliances

Sales Effectiveness

New Product Launch

Marketing Operations

Market and Competitive Intelligence Management

AR Program Effectiveness

Go-to-Market Planning

Brand Strategy

Campaign Management

Lead Generation

Positioning and Messaging

Growth OperationalGo-To-Market

Gartner deliver world-class objective research and advice to help you grow your business. Our insight aligns to your key initiatives to ensure you make the right technology-related business decisions every day.

Here are the top key initiatives for high-tech and telecom clients:

Client Testimonial Why Gartner? Sample Insight Delivered


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Growth Initiatives




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New Market Opportunities Identify new market opportunities

Gartner enables you to assess profitable new market opportunities. Interestingly, more than 80% of our clients are not succeeding in the markets they do play in. Therefore, we focus on helping you not only find new market opportunities but more importantly, ensuring you are successful with your current investment strategy.

“Cisco has grown up serving large enterprise customers, and we knew increasing our focus on smaller companies would require a different approach. Gartner helped us assess the SMB market opportunity and provided insight into how we could position Cisco to succeed in this market.”Peter AlexanderVice PresidentWorldwide SMB Marketing Cisco

View client testimonial.

Gartner insight helps you analyze, discover opportunities and decide what markets are the best investments via market forecasts you can trust.

Learn where to align and deploy resources based on IT growth potential and customer requirements in emerging markets with our Emerging Market Analysis Reports.

Get greater confidence by validating choices with Gartner analysts for entry targets.

Reduce risks in entry through broader validation of plans and approaches with Gartner analysts.

Identify competition in the new market and understand how to overcome barriers to entry.

Emerging Market Analysis reports deliver all the key dynamics of the IT landscape in an emerging market, and help you make decisions about whether to enter. They also deliver detailed guidance on how to enter an emerging market.

View research example.



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Portfolio Strategy Identify new solution and key offering capabilities

Leverage Gartner to validate product ideas, guide your product road map decisions, monitor the commercial viability of thousands of technologies and determine how and when to exploit emerging technologies.

“Gartner analysts provide a broad market touch to ensure that we are right at the center of what customers are demanding. They help us validate decisions that keep our offerings distinctive and unique.”

Pekka Ray WizbowskiVP Marketing ForeScout


Guide your product road map with Gartner.

Test new product ideas with Gartner analysts and validate justification for development investment.

Figure out how, when and where you should retire offerings.

Manage your offering portfolio over time using Gartner User Survey Analysis reports and Competitive Landscapes to determine how to prioritize enhancements.

Drive innovation leveraging Gartner Hype Cycles, which monitor the commercial viability of 1,500 technologies in 80 enterprise technology and consumer markets.

Figure out how and when to exploit emerging technologies via our detailed Emerging Technology Analysis reports.

Emerging Technology Analysis Reports deliver detailed analyses of emerging technologies using the Gartner Hype Cycle. They help you think about potential new products or how to evolve your existing product portfolio by exploiting new applications.




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Sales and Channel StrategyDevelop new channel capability

Gartner advice will help you select the routes to market such as selecting the right channel partners, building consistent indirect channels or developing a direct sales channel that wins more business.

“We use the trusted, independent insight of Gartner to validate our market position, which is enormously valuable in getting customers and prospects to respond to our message.”

Cinzia GemelliMarketing Program LeaderEnabling Business Flexibility IBM


Help providers better manage customer relationships.

Identify and assess industry trends and strategies for improving sales and channel effectiveness.

Get advice and counsel necessary to achieve and maintain market leadership.

Better differentiate yourself and thrive in chaotic market conditions using tactical advice.

Use market share research to find the best partner to expand your channel capabilities. Competitive Landscapes analyze the sales performance

and competitive approach of leading vendors in a given market segment, including high-level analysis of how the main competitors are performing. Use this analysis to defend and grow your market presence.




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Acquisitions and AlliancesFind the best partners to fit your strategy

Gartner offers a wide range of M&A advice for better acquisition targeting, helping you figure out potential targets and determining potential post-acquisition issues with Gartner analysts.

Benefit from a range of specialized support services when conducting M&A that leads to greater confidence in acquisition targeting.

Access unique perspective and relevant data on potential targets (within the constraints of client confidentiality).

Gartner Magic Quadrants, MarketScopes and SWOTs are essential tools to help you select the best companies to partner with or acquire.

Get perspective on likely customer reaction and tracking after an acquisition.

Prioritize issues post-acquisition, leveraging Gartner analyst perspectives.

Cool Vendor Reports are structured so that you can quickly determine what is cool about the vendor, what its challenges are and who in the buyer organization will benefit from the vendor's offering. Gartner analysts select vendors to highlight based on our sense of how impactful they can be today and in the near future. These are great documents to help you with your M&A plans.


“Gartner is a trusted advisor because they are respected and well-connected with the IT user community. We consult our key Gartner analyst before making any major moves.”

AnonymousChief Marketing OfficerMajor Global Software Company




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Sales EffectivenessRespond to a specific bid or RFP more effectively

Strengthen your proposal using syndicated Gartner research to better understand client interests, end-user spending benchmarks, IT end-user RFP templates and purchasing decision criteria. Leverage our insight on your competitors to ensure you have proposed the best fit possible and differentiated yourself from your competitors to win the business.

“A Gartner analyst recently helped us adjust our CIO presentation to be more business-oriented and more tightly aligned to how CIOs evaluate and buy IT solutions. Since getting Gartner involved, 90% of our sessions with CIOs have led to second sales calls with the CIO’s direct reports and IT staff.”

Bruce KornfeldVP Marketing Compellent


Leverage Gartner syndicated research on your competitors and the marketplace to improve your sales team’s effectiveness in positioning to win more business.

Use Gartner analysts to craft more effective sales proposal boilerplate, customer presentations, etc.

Build sales tools that precisely capture your competitive landscape and how to position against your competition's strengths and weaknesses.

Access the RFP toolkits and vendor selection frameworks that your buyers utilize to help them make their purchasing decisions.

Access Gartner proprietary IT Key Metrics data, such as the IT end-user spending benchmarks, to understand average IT spending for your client demographic.

SWOT Analysis Reports enable you to know the strengths and weaknesses of all the players in your market space, especially your direct competitors. These documents help you figure out how to precisely position your products and services against your competitors to win business.




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Go-to-Market Planning Figure out the right targets, offering and go-to-market approach.

To devise the best go-to-market strategy, Garter helps you understand your customers and market behavior plus competitive practices and business models.

“We target several vertical markets such as financial services, manufacturing and retail. Gartner insight has helped us validate our messaging and investments in the things we need to do to succeed in our target markets.”

John CestarCEO Freeborders


Gartner insight helps you figure out what you are offering, to whom, and how.

Use Gartner research to determine your market strategy.

Our deep understanding of your customers helps you to design and manage the overall customer experience.

Analyze market share to know your position in the marketplace as well as determine where you would like to go—with confidence.

Use Gartner research and advice to help you segment your customers.

Find new buyers, in new verticals or geographies, with the most potential for growth.

Gartner Market Forecasts are projections of IT end-user spending for a product or market. They help you with your go-to-market planning by deciding what markets, verticals and regions you should invest in or exit. Clients use this data to build and justify marketing plans as well as segmentation analysis.




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Brand Strategy Develop or extend your brand

Gartner offers advice to providers building or rebuilding their brand, information including brand perception in the market, and best practices in tying your brand to your messaging.

“We use the trusted, independent insight of Gartner to validate our market position, which is enormously valuable in getting customers and prospects to respond to our message.”Cinzia GemelliMarketing Program Leader Enabling Business FlexibilityIBM


Use Gartner insight to determine how, what, where, when and to whom you plan on communicating and delivering on your brand.

Learn industry best practices and get advice from Gartner analysts who are experts on IT B2B branding strategies.

Develop or refresh your value propositions to win more business.

Choose the right brand architecture based on your knowledge of competitors and industry players in your market space.

Use Gartner customer analytics to measure the effectiveness of a branding campaign.

Design internal and external brand rollouts based on winning industry practices.

Gartner analysts can validate your brand architecture.

Gartner Search Analytics enables you to measure the frequency of how IT end users are searching on a specific term, like a new product name. This data helps you understand if enterprise technology buyers are becoming aware of the new product brand and if your branding campaign is creating interest with buyers. It’s a way to track the effectiveness of your brand campaign.


Search Analytics

New Product Name Old Product Name

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec



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Go-to-Market Initiatives




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Campaign Management Plan, execute and measure a promotional campaign

Gartner helps campaign managers successfully target buyers and influences through planning and implementing effective marketing campaigns to validate central messaging and themes, "hot topics" in the marketplace and knowledge of your target audience—all measured through Gartner customer analytics.

“When we launched our campaign, we decided to collaborate with Gartner to present to our prospects how we define and position SOA with WebSphere.”

Cinzia GemelliMarketing Program LeaderEnabling Business Flexibility IBM


Gartner helps campaign managers plan, create and implement the most successful marketing campaigns targeted at IT buyers.

Validate your campaign approach, messaging and themes.

Measure campaign effectiveness through Gartner customer analytics—inquiry and search trends.

Know the hottest topics in the industry in order to focus your campaign on what your target audience will care about the most.

Get our advice on marketing communications, including advertising, publicity, education, external relationship management, etc.

Learn how to integrate social media in your B2B marketing plans.

Gartner Inquiry Analytics enables client to see if their advertising campaign had some play in the market. This data can be used to provide high-level insight management to show them how your advertising campaign performed, and justify spend. This is a real example of using inquiry analytics trend to track an advertising campaign. One company saw a huge spike in Gartner inquiries the quarter their advertising campaign was in flight.


Inquiry Trend

All Vendors (for comparison) CSC

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40%

4Q07 1Q08 2Q08 3Q08 4Q08



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Lead Generation Generate demand for products and services

Ensure you are maximizing your lead generation programs using Gartner research and advice. Find out what topics should generate the most interest in your programs. Leverage our analysts’ deep technology expertise to promote internal and external education and thought leadership .

“About 1,000 people viewed our initial webcast, which delivered approximately 300 qualified leads, putting many new sales prospects in the pipeline. One of those leads resulted in our closing a huge deal with a bank in the Middle East.”

Grace CarterAnalyst Relations ManagerWebSense


Leverage the Gartner brand through co-branded webinars and event sponsorship in order to generate a higher volume of qualified leads.

By leveraging Gartner programs, clients have experienced as much as 50% improvement in ROI over in-house audience development and media asset utilization. .

Get the research and advice you need to build the best lead-generation vehicles for your company based on industry best practices and benchmarks.

Gartner Media Products enable you to leverage the highly regarded global Gartner brand for co-branded webinars and newsletters. Our clients tell us that they generate more qualified leads and ROI improvement

by as much as 50% with Gartner Media Products.




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Positioning and Messaging Create marketing communications that win business

Gartner provides a wide range of first-class resources to help you craft your value proposition, particularly Gartner analysts who listen daily to your buyers. Rise above the market noise with truly differentiated communications.

“We involve Gartner analysts to help keep our value proposition relevant, innovative and competitive.”

Bruce KornfeldVP Marketing Compellent


Get advice on how to best position your products and services from the advisors who are listening to your buyers every day.

Determine what differentiating attributes you can claim and what “table stakes” attributes you need to include.

Leverage Gartner methodologies such as Magic Quadrants and SWOTs to precisely position your strengths and weakness vs. your competitors.

Make sure you are leveraging our world-renowned methodologies to help you figure out the best way to position yourself in the marketplace.

Use Gartner Marketing Essentials research that elucidates IT marketing best practices in order to build compelling sales tools and messaging that wins business.

Magic Quadrants and MarketScopes enable you to know the strengths and weaknesses of your products compared to your competitors’, helping you develop positioning and messaging that really differentiate you. By understanding an objective perspective on where Gartner positions you in the marketplace, you can create a unique value proposition for your offerings.




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Operational Initiatives




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New Product Launch Launch new offerings or releases

With Gartner qualitative and quantitative research spanning the marketplace, you can determine market needs and differentiate your new or enhanced products to best meet customer requirements, and build a bulletproof business case that puts the right product in the market at the right time.

“We were able to define even more specifically the connection between market needs and the products we provide. Gartner research was invaluable in helping us see what differentiated our products in the marketplace.”

Jos Halkus CEO

Dexton


Determine market needs, customer requirements and competitor features to help differentiate your products.

Get the necessary facts to justify your business case for a new product or enhancements.

Leverage Gartner analysts' understanding of the marketplace to determine best market timing for launch.

Measure awareness of the new product through Gartner search analytics

User Survey Analysis Reports deliver user wants and needs for IT solutions. Delivers to the product team what the market is looking for, and what features will resonate with them the best to attract them to buy your new product. This survey data helps you ensure you’re properly aligned to market needs and are building the product to meet customer requirements without having to do costly and time-consuming market research.


User Survey Analysis

5.53

5.57

5.58

5.68

5.79

5.81Improving the Quality of Your Business

Improving CustomerSatisfaction

Continuous Process Improvement

Reducing Costs

Improving Customer Experience

Improving Business Agility



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Marketing OperationsDrive marketing plans and budgets and measure results

Leverage Gartner IT marketing budget surveys and industry best practices for marketing processes. Gartner will help you deploy the necessary marketing infrastructure to maintain consistent and streamlined processes.

“Gartner insight and advice help us highlight the unique attributes of our brand, validate our overall product road map and invest in a solution portfolio that takes maximum advantage of what customers demand.”

Steve SchickDirector, Corporate CommunicationsBlue Coat


Use our IT marketing budget surveys to help justify your marketing budgets and make investment decisions.

Understand industry best practices on how to organize your organization, design marketing processes and achieve the highest productivity.

Get frameworks on how to build a marketing plan and determine the required infrastructure and investments to make the plan happen successfully.

Access comprehensive research on marketing technologies such as CRM and sales force automation, for your own vendor selection around the automation of marketing processes.

Use Gartner customer analytics as metrics to measure your marketing effectiveness.

Marketing Essentials Reports deliver tactical advice on how to build a strong channel capability. Gartner analysts will inform you of industry best practices and provide recommendations from what best-in-class providers are doing with regards to their sales strategy

and channels.




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Market and Competitive Intelligence Management Deliver high-quality decision support

Gartner enables you to deliver cost-effective, accurate market analyst and forecast projections based on proprietary market share and forecast data, as well as to supplement data as needed through Gartner user surveys and market trend analyses, presenting high-quality results through professional Gartner research deliverables.

“Gartner insight and access to experienced analysts deliver value at every phase of our market research.”

Larry Fleischman Marketing Director Televerde


Leverage Gartner market share and forecast data to deliver accurate market analysis and forecast projections.

Deliver high-quality analysis easily in a highly responsive manner through Gartner research deliverables.

Supplement market data with user surveys and market trend analysis conducted by Gartner analysts.

Leverage our market data to save dollars and time on expensive custom research initiatives.

Gartner Market Share Statistics deliver over one terabyte of continually updated market share data on over 2,000 vendors and over 230 distinct categories of products and services across the entire IT value chain.




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AR Program Effectiveness Measure the impact of your AR program

Gartner allows you to optimize your AR program through the AR dashboard to quantify overall effectiveness, including analyst coverage of client interest, measure the readership of research written about your company through Gartner Analytics, and stay current on best practices through vendor briefings and membership in our AR community program.

“Gartner is one of the cornerstones of our analyst relations strategy.”

Kathy Ruggiero VP Corporate Marketing

IONA Technologies

Gartner AR Community.

Quantify how your AR program drives Gartner analyst coverage and subsequently arouses client interest in your products.

Utilize the 12,000 Gartner Vendor Briefings each year.

Leverage our exclusive AR dashboard built with and for AR professionals so you can quantify your effectiveness.

Measure the readership of research written about your company via Gartner Analytics.

Learn industry best practices and get updates on our research and policies by participating in our AR Community Program, including networking events like the Gartner AR Forum.

Gartner Readership Analytics delivers analytics on the 2.7 million research document views by Gartner end-user clients. The reports tell you which documents are read most as well as the demographic profile of the clients who are reading them.



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Your Value Plan



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Impact Assessments

We assess the business value impact Gartner delivers to your through formal client impact assessment reviews.

Impact assessments are periodically scheduled meetings where we review your value plan and ensure Gartner is meeting your expectations and deliverable milestones.

Impact assessments measure the business value impact Gartner delivers to your organization aligned to your key initiatives through usage patterns and testimonials.


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XYZ Company Value Plan

Your Business Initiatives1. Challenges in articulating the business value and mapping it to technologies offerings

2. Raising C-level coverage and mind share

3. Leading new categories and thought leadership in technology offerings

Aligned Gartner ActivitiesDate Interaction Type Details

15-Dec-09 Vendor Briefings Scheduled with Rakesh Kumar via ATC

12-Jan-10 Analyst Inquiry Scheduled for December 19 in Tacoma with senior VP of marketing and global CMO and Gartner analyst Richard Fouts

3-Dec-09 Webinar High-Tech Tuesday Series: How to Construct a Unique Value Proposition

3-Dec-09 Research User Survey Analysis: European Customers Confirm Growing Focus on Green IT

16-Jan-10 Analyst Inquiry Scheduled with Jay Pultz on December 15 at 2 p.m. via ATC

3-Dec-09 Analyst Inquiry Scheduled for December 19 in Tacoma with senior VP of marketing and global CMO and Gartner analyst Richard Fouts

19-Dec-09 SAS Scheduled for December 19 in Tacoma with senior VP of marketing and global CMO and Gartner analyst Richard Fouts

14-Jan-10 Event Data Center Conference, Las Vegas (Dec 1 – 4, 2009)

3-Dec-09 Research How to Craft a Unique Value Proposition

3-Dec-09 Research Magic Quadrant for Data Center Outsourcing Services

3-Dec-09 Analyst Inquiry Scheduled with Richard Fouts on December 3 at 1 p.m.

12-Dec-09 Vendor Inquiry New Product Launch Announcement: Data Center Back-up Offering

Client OwnersSeat Holders Title Suggest Offerings

Jack Smith Vice President of Marketing Product Management & Marketing

Carol Cook Vice President, New Business Development PMM Segment

Tom Honsane Senior Vice President, Marketing Product Management & Marketing

Sample Value Plan


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Next Steps


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