Analyst Relations is entering one of its most disruptive years in decades. In 2026, the merging of agentic AI, new research formats and AI-first buyer behavior will push AR far beyond its regular “relationships plus deck” comfort zone.
Increasingly […]
It’s that most wonderful time. We’re prepping Destrier’s predictions for the AR industry in 2026 (stay tuned). So, of course, we started by looking back at our predictions for 2025. Today, these might feel like “no-brainers” […]
The emergence of real-time voice of the customer (VoC) data is exposing cracks in the traditional analyst advisory model – and could shift a long-established market dynamic.
Analyst advisory for tech buyers is a multi-billion-dollar business, now challenged by newcomers exploiting a core […]
Enterprise tech vendors risk exhausting their top customers with endless reference requests, causing “reference fatigue”. Today’s approach is unsustainable and must change.
Today, enterprise tech vendors rely heavily on a pool of advocates at their top customers. Gartner Peer Insights alone requires […]
Analyst Relations (AR) is often seen as an art, but a scientific approach using power law principles can significantly enhance its effectiveness. Around 20% of AR professionals intuitively apply these principles. A structured, scientific approach can provide advantages to the remaining 80%, enabling teams to work smarter […]
Many tech vendor sales leaders underestimate the impact of industry analysts on their revenue stream—until a critical deal reveals their presence.
This Destrier client advisory concerns industry analysts influencing big-ticket tech buying decisions. Remember, most analysts don’t always make their involvement in deals visible to vendors, so you’ll […]
Does your executive team genuinely grasp the power that Analyst Relations (AR) yields? 🤔 Many leaders see AR as just the flurry of activity around reports like the Gartner Magic Quadrant or Forrester Wave. But that’s only a small part of the picture.
In […]
In January 2025’s bi-annual Gartner Peer Insights update call for vendors, #GPI boss Anatoli Olkhovets and newly-appointed Chief of Research for Markets Andrew White outlined a seismic shift in Gartner’s approach to category creation – driven by the most successful markets on Gartner Peer Insights.
Updates in the call […]
As many marketers enter planning season, a common pitfall is agreeing to so-called Stress Objectives – targets that look and sound good but are unrealistic and unattainable.
Whether you call them Specific, Measurable, Achievable, Relevant and Time-Bound (SMART) objectives, Key Performance Indicators (KPIs) or Objectives and Key Results (OKRs), the […]
As a little extra, here’s a GenAI-created summary of our 2025 predictions.
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Over the past few days, we’ve been sharing Destrier’s 2025 predictions. Destrier is a leading […]
No set of 2025 predictions would be complete without GenAI. But is this a prediction or a look-back? In 2025, we expect to see a deeper understanding of the benefits of […]
In 2025, Document Review by industry analysts will become a compelling tool for Analyst Relations professionals. We’ve long considered Document Review to be a powerful component of the toolbox, and it is finally gaining the recognition it deserves.
Why? It’s a great way to gain insight while ensuring […]
As we approach 2025, the number of challenger analyst firms continues to grow, along with the quality and relevance of their research.
This increase means that tech vendor analyst relations teams are becoming more selective about the time and effort they are […]
We predict incremental changes to the Gartner Magic Quadrant data collection process in 2025.
After letting the total number of MQs dwindle to around 100, Gartner doubled down and added more in 2024. Expect even more in 2025. We believe all MQs will shift to using the online […]
Today’s prediction: Gartner will extend its new Emerging Market Quadrant (EMQ) reports.
Introduced mid-year, the EMQ is a new type of 2×2 quadrant from Gartner. At first, it sounded more revolutionary than it appeared. When the first EMQ appeared, we commented that it was more like a “classic” Magic […]
2025 will be an uncertain year for Forrester Research, especially for its analysts. Unless the company’s financial outlook improves, layoffs must be inevitable.
Much has already been written about Forrester’s loss of momentum. Vendor spending is down and its events business has struggled to regain momentum post-Covid.
It’s a […]
After almost a year’s wait, Informa Tech and TechTarget have finally merged, and the new company starts trading today (NASDAQ: TTGT). It’s great timing for a fresh start in 2025, but can Informa TechTarget become a powerhouse in terms of […]
The full title is the Innovation Guide for Generative AI Technologies, and it’s the first appearance of the Emerging Market Quadrant from research firm Gartner.
Publishing today on Gartner.com and due […]
(Updated to add input from G2) Enterprise review sites are finally taking a firm stance against reviewers using generative AI in review submissions. It’s hardly a surprise, except it took them almost eight months. And, of course, the outright ban also raises further questions.
The […]
It’s back to the future for Gartner with a return by Peer insights to focusing on reviews – and the end of a short but dramatic flirtation with a communities-led approach.
Gartner has completed the split of Peer Insights, […]