Oh Yes There Is! Identifying the Analyst in Your Revenue Stream


Oh Yes There Is! Identifying the Analyst in Your Revenue Stream

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 need to use your Spidey senses.

And remember: It is surprising – not to mention unsettling – for sales executives to discover a third party embedded in a deal they are trying to close. When this occurs, AR leaders are responsible […]

By |2025-03-06T10:54:24+01:00February 20th, 2025|
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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 |2024-12-12T12:49:32+01:00December 11th, 2024|
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Destrier Predictions 2025: #4 Gartner will change the MQ process

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 |2025-03-06T11:22:47+01:00December 5th, 2024|
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Destrier Predictions 2025: #3 Gartner will extend EMQs

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 |2024-12-12T12:48:39+01:00December 5th, 2024|
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Gartner’s first EMQ finally publishes – and it’s more similar to an MQ than we expected

Gartner’s first EMQ finally publishes – and it’s more similar to an MQ than we expected

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 to update again every four weeks, the EMQ ranks vendors in a standard Gartner 2×2 that doesn’t look much different from the MQ (dare I call it the “MQ Classic”?).

The EMQ was first slated to appear in […]

By |2024-11-18T17:58:45+01:00October 2nd, 2024|
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ChatGPT “helped” me write a novel – and created a ruthless serial killer

ChatGPT “helped” me write a novel – and created a ruthless serial killer

What started as a Roald Dahl-style tale of the unexpected turned into what ChatGPT describes as a “psychological thriller” featuring a nighttime chase through a forest, writes Simon Jones.

The unexpected twist was that one of the side characters turned into a cold-blooded killer. That certainly wasn’t in the story arc.

Nor were the warnings from ChatGPT that the developing narrative had violated its own usage policies, due to the graphic violence and cold-blooded nature of the killings – with moral ambiguity, too.

How quickly ChatGPT drifted to the dark […]

By |2024-11-19T10:01:12+01:00September 16th, 2024|
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Gartner Peer Insights Goes AI

GPI Goes AI

Analyst firm Gartner has changed its stance on reviewers using Generative AI for Peer Insights – provided you do it their way.

The controlled use of Gen AI starts with suggestions for a review headline – something many reviewers struggle with. An AI-based spellchecker also offers assistance.

With the service in beta, Gartner says it already helped users correct 180,000 typos. That’s a good thing, for sure – but Gartner must guard against a proliferation of blander, AI-generated headlines.

According to GPI’s latest methodology update, the number of reviews is still growing steadily. One driver for adding […]

By |2024-11-18T17:57:55+01:00July 30th, 2024|
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Revolutionizing Tech Marketing: Must-Read Insights from the TrustRadius 2024 B2B Buying Disconnect Report

Revolutionizing Tech Marketing: Must-Read Insights from the TrustRadius 2024 B2B Buying Disconnect Report

The B2B Buying Disconnect, a must-read report for tech marketers, is now in its eighth year. Its long-running theme highlights the differences between the reality of tech buying and vendor perception.

Each year’s report from TrustRadius is a treasure trove of insights that have, over time, become a valuable resource, as well as tracking the rise and fall of various buying mechanisms before, during and after the pandemic.

As buying cycles become shorter, tech marketers should note a couple of key findings from the report – first, […]

By |2024-11-18T18:01:23+01:00June 4th, 2024|
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A potted plant for your thoughts? G2 takes a fresh approach to rewarding tech reviewers

A potted plant for your thoughts? G2 takes a fresh approach to rewarding tech reviewers

Hitting the wall in incentivizing your customers to write reviews by offering a $25 gift card? How about offering a potted plant? This is a top incentive in G2’s new tie-up with Sendoso.

It’s a bold move by G2 to widen the choice of incentives for enterprise reviewers of tech software and services. It may be a proactive attempt to combat reviewer fatigue in an industry fast closing in on six million reviews – something that rival TrustRadius recently highlighted as a “hamster wheel” […]

By |2024-11-18T18:03:40+01:00March 20th, 2024|
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Gartner is modernizing Peer Insights but lags G2 in evaluating AI

Gartner is modernizing Peer Insights but lags G2 in evaluating AI

This week, Gartner ran its semi-annual update for tech vendors on the Peer Insights business, promising improvements to the dashboard experience and underlining its importance as a source of insights for buyers.

Highlights include besting the 600,000 review mark and Gartner confirming that GPI is increasingly integrated with its core research and advisory business. Also, survey improvements in the works are intended to increase the relevance of review content and improve the reviewer experience by refining the questions.

By |2024-01-28T18:39:55+01:00January 2nd, 2024|
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Review sites get tough with generative AI – but it’s just the beginning (updated)

Review sites get tough with generative AI – but it’s just the beginning

(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 story so far – it wasn’t long after ChatGPT launched in late November 2022 that people started tapping into its skills to create plausible-sounding reviews for enterprise review sites like G2, TrustRadius and Gartner Peer Insights.

With a few prompts, ChatGPT […]

By |2024-11-18T18:06:41+01:00July 28th, 2023|
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Why M2M is making the perfect 5* peer review score more credible

Why M2M is making the perfect 5* peer review more credible

As strategic advisors on enterprise peer reviews, we often encounter vendors who are frustrated that competitors have achieved yet another perfect review score – the full five stars on Gartner Peer Insights (GPI) and G2, or the perfect 10 on TrustRadius.

“How can this review be real?” they question. “They can’t have THAT MANY happy customers, surely!” Their sentiment is shared by the review sites – with TrustRadius encouraging vendors to take its TRUE trust pledge (Transparent, Responsive, Unbiased and Ethical) and GPI’s Customer First initiative, which […]

By |2023-07-26T18:47:44+01:00July 4th, 2023|
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The pain of a three-star vendor-sourced review

The pain of a three-star vendor-sourced review

They’re relatively rare but still come up often enough to make tech vendors wince: the dreaded three-star customer review.

Vendors hate them, yet the principal review sites maintain that a smattering of 3* reviews is healthy. We’d agree, but these more critical views don’t need to come from vendor-sourced reviews.

On Gartner Peer Insights (GPI), for example, reviews come from two primary sources – “invited by vendor” and “invited by Gartner”. The GPI team notes the importance of ensuring a balance to avoid a “vendor-centric voice”.

Also, objectivity goes out of the window […]

By |2023-06-28T14:17:59+01:00June 28th, 2023|
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Ready to Lead the Pack? Your Thought Leadership Handbook is Here

Ready to Lead the Pack? Your Thought Leadership Handbook is Here

Have you ever found yourself musing over the term ‘thought leader’? Browsing through business articles and industry talks, the phrase may have sparked your interest. You might even harbor dreams of becoming a thought leader or envisage your organization stepping into that coveted role. Yet, the path to this lofty perch might seem shrouded in mystery.

Today, let’s shed light on this intriguing concept and chart a roadmap for your journey to thought leadership.

Decoding Thought Leadership: More than Just Expertise

Being a thought leader […]

By |2023-06-03T09:51:50+01:00June 1st, 2023|
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Why the man behind the curtain should stay there

The UK Prime Minister’s special advisor, Dominic Cummings, allowed himself to be manoeuvred into a position that no special advisor wants to be in: that of needing to explain themselves to the media, on the record. Consequently the world got to see Cummings, the PM's man behind the curtain, squirm in his chair in the garden of Number 10 Downing Street, as he doggedly stuck to his story about why he broke the COVID-19 lockdown.

By |2020-10-28T19:29:50+01:00May 26th, 2020|
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The price of losing your reputation? Ask United Airlines

In the end, the price for United Airlines of losing its reputation came down to the cost of four seats on a flight from Chicago to Louisville, KY – a round trip that usually costs less than $400 in coach.

As you’ve probably already seen, as it’s all over the news and social media, the airline “solved” an overbooking problem by forcibly dragging a passenger out of their seat. It was the police who did the dirty work – filmed by horrified passengers.

Even before the plane had departed, video of the incident was on Twitter.

And here’s how United initially […]

By |2020-10-28T23:26:39+01:00April 10th, 2017|
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The growing privacy problem and why it is a threat to your digital identity

“On the internet, nobody knows you’re a dog”. This famous saying was coined in 1993 by cartoonist Peter Steiner, and published by The New Yorker. Over the years, this has come to refer to the fact that, thanks to the anonymity of the internet, both people and things are not necessarily who or what they claim to be.

Fast forward 24 years and the issue of digital identity is more relevant than ever. Today, security experts seem to agree on one thing – that it’s becoming inevitable that your digital business is going to get hacked at some point. When […]

By |2020-10-28T22:54:30+01:00February 13th, 2017|
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