Vendor Briefings

Process Overview

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2008 Gartner, Inc. and/or its affiliates. All rights reserved.

Gartner Research Structure

Roles

Global Head of Research

Technology and Service

providers

I&O

Industries

Hardware

Security
FSI

Software

EA
Healthcare

Services

Sourcing and VM
Retail
Telecommunications
BPI

Manufacturing
Go To Market

PPM

E&U
Industries

Applications
Government
BIIM
Education
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Asia Pac Analysts

T Shape
now Pi
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Access To Insight:
Different ways you can leverage Gartner
Strategic Advisor

Research Provider

Industry Analyst

Business Executive

Market Intelligence

Analyst Relations

Analyst inquiry and SAS

Research services

Vendor Briefings

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

24/7 access to Gartner research,

enabling you to make decisions
in real time

Scheduling a vendor briefing

(available to any technology
and service providerclient or
non-client)

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

2008 Gartner, Inc. and/or its affiliates. All rights reserved.

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Insight you cant get anywhere

else on your customers, markets
and competitors
Analytics you can use to gauge
the effectiveness of your
marketing and sales efforts

Educating analysts on your

companys direction and/or
new product announcements
via a vendor briefing

Gartners definition of a Vendor Briefing

A vendor briefing is a research tool for industry analysts, and an

opportunity for IT vendors to present its products, services and
business strategies with analysts that cover the vendor specifically or
a related technology or market. During a vendor briefing, the flow of
information predominates from vendor to analysts and is not
interactive. Analysts may ask questions of clarification during a
briefing session, however, analyst feedback is not the focus
and should not play a part or role within any given vendor briefing
session. Gartner analysts schedule briefings at their discretion
based purely on an interest in the vendor, its technologies and its
marketplace, not because of any fee or contractual relationship.

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Submission Process

Gartner receives over 12,000 briefings annually and has a

systematic method for disseminating briefing requests to our
analyst community.
-

We understand there are local relationships but kindly request that you
do not contact the analysts directly when booking briefings.

All vendors should initiate requests through completion of a Vendor

Briefings request form available in word document format from
[email protected] or online at:
http://www.gartner.com/it/about/vendor_form.jsp

To help you identify which topics are covered by Gartner analysts,

view: http://www.gartner.com/0_admin/AnalystCoverageAreas.jsp

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Benefits of using the formal Vendor Briefings

process
For IT Vendors

When appropriate requests may be disseminated via Gartner

distribution lists

Analysts receive hundreds of emails daily and may respond

more quickly to Gartners internal scheduling teams

<docname>_<date>_<author>

Audio recording of briefings are available for 28 days post

briefing

Greater time allotment to conducting

research and fulfilling client deliverables
-

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Content is tagged enabling sophisticated search capabilities to

assist with research agendas

Audio replay option for analysts who missed

a scheduled briefing
-

Appointments are methodically posted to analyst calendars in a

standardized format which analysts use as gospel

Analysts can identify other analysts who attended previous

briefings and knowledge share

Permanent posting of requests and vendor

materials to Gartners internal central
repository for knowledge sharing
-

Proper replication of confirmed appointments

to analyst calendars
-

Proper tracking of requests into Gartners

client database supports analyst
collaboration
-

Expedited scheduling
-

All Gartner associates have visibility into the current and prior
history of your requests

Broad and accurate exposure of your

requests to relevant analysts
-

Proper tracking of your requests into

Gartners client database
-

For Gartner Analysts

Scheduling briefings can be time consuming. The Vendor

Briefings team is highly skilled in managing multiple
calendars and time zones

Vendor Briefings Selection Process

The Gartner analyst community makes its own decisions regarding

which technologies, products, services and vendors are important to
the research agenda.

Analysts schedule a vendor briefing solely because they need

information as part of their research or to answer client inquiries.

In scheduling briefings, Gartner analysts apply the same criteria to

vendors clients and non-clients.

For information about the Gartner Magic Quadrant and MarketScope

processes view:
http://www.gartner.com/DisplayDocument?doc_cd=131166

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Vendor Briefings Process & Typical Lead Time

Completed Vendor Briefings request forms will be assigned to a specialist

within 2 business days

The specialist will first poll the relevant analysts for their interest level
Analysts have 48 hours to accept or decline the polling email
After 48 hours with no reply the VB Specialist considers it a decline
Based upon positive interest we will then provide you with tentative analyst
availability
Upon selection of a slot, the Specialist will schedule the call with analyst (s) via
concert depending on their current availability.
The scheduling process is completed through the Concert system
- Concert updates analysts outlook calendar with date/time of the call, conference bridge
#/ID, and briefing information from GAMEC
- Concert automatically spins-off additional GAMEC records to all analyst attendees
- Conference bridge ID is scheduled via the MeetingPlace Global site:
https://meetingplaceglobal.gartner.com/
- Email confirmation is sent to the vendor with details for the call

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Vendor Briefings Process & Typical Lead Time

Lead times for scheduling depend on analyst responsiveness and availability

and are typically scheduled 2-4 weeks out
Lead time significantly increases for in person requests and for requests exceeding
2 analysts.

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10

Best Time to Schedule a Vendor Briefing

Historically 70% of briefings occur in two briefing seasons:
- mid-November to end of February
- mid-May to end of July

These briefing seasons coincide with analyst research

agendas and the updating of their conference
presentations.
Off-season briefings are welcome and expected, but are
more difficult to schedule due to conference participation
and other business travel.
- The more analysts requested correlates with less availability for
scheduling.

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11

Typical Venue for a Vendor Briefing

Gartner analysts determine the duration and venue of briefings.

95% occur via phone for 30-60 minutes, with 1-2 analysts.
- Our analysts prefer to use Gartners audio conference bridge, as briefings
are recorded and accessible by the Gartner analyst community for 28 days
after the briefing.
- Dialing instructions are provided upon analyst confirmation.

In person briefings are less frequent and are scheduled at the

discretion of the analysts for 60 minutes.

Online Demos should be reserved for the purpose of reviewing

software tools and applications.
- Gartner analysts still prefer that an electronic slide deck presentation be
provided 3 days prior to a scheduled briefing.

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Suggested Briefings Agenda

I. Company Overview
1.

Brief history

2.

Vision statement

3.

Value proposition

4.

Organizational structure

5.

Operating principles

6.

Financial performance

II. Market Positioning

1.

Assessment of market drivers or business

issues

2.

Category description (Software integration,

consultant, data-mining solution provider, etc.)

3.

Competitive position

4.

Description of target markets

5.

Go-to-market strategy Partner strategy

6.

Points of differentiation

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III. Capabilities
1.
Portfolio review
2.
Tools, methodologies
3.
Customer benefits
4.
Success stories
5.
Delivery model

IV. Strategic Intent

1.
Vision for future directions
2.
Growth plan (for example, organic, partners,
acquisitions)
3.
Investment strategy

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Vendor Briefings Best Practices

Define clear objectives for your vendor briefing. For example

-

To provide information on significant changes in product or service strategy, company structure, pricing, revenue and so on

To emphasize the vendor's differentiators in products, strategy and marketing message, and what it sees as its competitive
advantages

Provide presentation materials 3 business days in advance of the briefing.

-

All files should be "zipped" and, if at all possible, no more than 3MB in total size.

Sending materials in advance is particularly important for phone briefings and if analysts are traveling.

If certain information is confidential or embargoed, the vendor should note that on the document and cover letter.

Post briefing, vendor presentations are posted to a database accessible by our global analysts.

Distinguish a vendor briefing from a client inquiry

-

Vendor briefings are eligible to both clients and non-clients where the flow of information predominates from vendor to
analyst.

Client Inquiries are only eligible to clients and are a much more interactive paradigm that should be scheduled via the Client
Services Group.

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Contact Details & Additional Information

Region

Americas,
Canada,
EMEA &
Asia Pacific

Email

Phone

Americas, Canada & EMEA:

[email protected]

+1 203 316 6144

Asia Pacific: +91 22 66023380

Japan

[email protected]

+81 3 3481 3670

Click here for more information about vendor briefings:

http://www.gartner.com/it/about/vendor_briefings.jsp

2008 Gartner, Inc. and/or its affiliates. All rights reserved.

Gartner is a registered trademark of Gartner, Inc. or its affiliates.
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