Predictions 2025: Crystal ball gazing by Destrier’s team

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 independent provider of Analyst Relations advisory services and support to tech vendors.

Working with multiple clients in various industry areas gives us unique insight into the industry analyst firm landscape and fuels these predictions.

1. The Informa Tech and TechTarget […]

By Destrier|2024-12-12T13:12:06+01:00December 12th, 2024|

Destrier Predictions 2025: #7 Expect to see GenAI tools revolutionize AR, but don’t overlook the human side

Destrier Predictions 2025: #7 Expect to see GenAI tools revolutionize how AR teams prepare, monitor and debrief on analyst engagement – but don’t overlook the human side

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 AI tools in the key battleground of summarizing content – whether written or verbal – and in creating recommended actionable insights.

AR professionals who want to keep up must continually invest time and effort in learning new skills and harnessing the […]

By Destrier|2024-12-12T12:49:32+01:00December 11th, 2024|

Destrier Predictions 2025: #6 The Rise of the Document Review

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 your target analysts properly engage with the content they’re reviewing.

Key reasons why Document Review is such a powerful tool for AR professionals

Reach the parts that inquiries cannot reach: For example, you may be separated from a top analyst by […]

By Destrier|2024-12-03T14:20:50+01:00December 10th, 2024|

Destrier Predictions 2025: #5 New alternative analyst reports will put the squeeze on IDC MarketScapes and Forrester Waves

Destrier Predictions 2025: #5 New analyst reports will put the squeeze on IDC MarketScapes and Forrester Waves

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 prepared to dedicate to research from established firms like IDC and Forrester, particularly when evaluating the return on investment.

Although we don’t expect any specific “alternative to Gartner” analyst research request to erode the resources that AR teams dedicate to a […]

By Destrier|2024-12-12T12:50:18+01:00December 9th, 2024|

Destrier Predictions 2025: #4 Gartner will change the MQ process

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 Provider Information Portal (PIP), Gartner’s next step in industrializing vendor data collection.

In 2025, we expect Gartner to also officially formalize the creeping return to asking vendors in Magic Quadrants for customer references instead of – or as well as – […]

By Destrier|2025-03-06T11:22:47+01:00December 5th, 2024|

Destrier Predictions 2025: #3 Gartner will extend EMQs

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 Quadrant than expected.

Why? Because it’s still a 2×2 that stack-ranks vendors – and it also looks almost identical to an MQ. The only quadrant named differently from the MQ is the bottom left.

Vendors at the top right of the EMQ […]

By Destrier|2024-12-12T12:48:39+01:00December 5th, 2024|

Destrier Predictions 2025: #2 Uncertain times ahead for Forrester Research

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 worrying time for Forrester analysts – especially as inquiry volumes are also down. According to Destrier’s analysis of inquiry data from one quarter this year, Forrester analysts fielded just 1% of the number of inquiries taken by their Gartner counterparts.

That’s […]

By Destrier|2024-12-12T12:50:56+01:00December 4th, 2024|

Destrier Predictions 2025: #1 The Informa Tech and TechTarget merger – will a powerhouse finally emerge in 2025?

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 enterprise buyer influence?

AR veterans may – quite rightly – be skeptical, based on previous big promises from Informa Tech about how its portfolio of analyst firms will influence IT decision-makers (ITDMs).

We think the TechTarget tie-in is a little different. It’s […]

By Destrier|2024-12-12T12:51:22+01:00December 3rd, 2024|