How Thought Leaders Can Capitalize on the Analyst Effect

Few people understand the full power and influence of industry analysts in the technology solutions marketplace. The top analyst firms - such as Gartner, Forrester Research and IDC - conduct thought-leading research and provide valuable advice to both technology sellers and buyers. Companies that hope to build credibility and drive growth in the technology marketplace need to have a strong grasp on how these key market influencers can strengthen their thought leadership marketing efforts.

In his recent book, Influencing the Influencers: Best Practices for Building Valuable Relationships with Technology Industry Analysts, Knowledge Capital Group founder and CEO William S. Hopkins discusses the "vital interdependence" that links technology sellers, buyers and analysts. In the coming years, they will "need each other more than ever in order to capitalize on the opportunities coming down the pike" and manage the attendant risks, he contends.

Over 50% of respondents in a study from the Analyst Strategy Group consider advisory analyst opinions when creating their short lists. And over 30% have excluded a vendor based on a negative opinion they have received from an analyst.

Indeed, industry analysts exist because business technology is complex and fraught with risk. Prospective buyers look to the analysts for third-party guidance to help them make smart decisions and avoid making foolish ones. Considering that companies spend millions (or hundreds of millions) of dollars each year on information technology alone, it's not surprising that they would find value in the opinions and perspectives of industry analysts. Gartner and Forrester are particularly influential among technology buyers. Since they derive a majority of their revenue from buyers instead of sellers, they are considered the most objective providers of advice in the field.