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 Destrier|2025-03-06T10:54:24+01:00February 20th, 2025|

Why Analyst Relations Leaders Must Properly Explain the Dark Arts of AR to Executive Teams

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 a new client advisory, the Destrier AR team outlines why explaining the “dark arts” of analyst relations to your executives is critical – and the potentially disastrous consequences if executives don’t correctly understand AR.

Here’s what AR professionals must […]

By Destrier|2025-03-06T11:11:50+01:00January 27th, 2025|

Gartner Peer Insights Chief Bullish About Growth in Latest Update Call

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 signaled that Gartner is focusing more on crowd-sourced content to define new categories – and underline its willingness to add analyst coverage to the hottest of these new markets.

This marks a seismic change in Gartner’s approach to #categorycreation – a […]

By Destrier|2025-03-06T11:13:56+01:00January 24th, 2025|

Stress Objectives and how to avoid them

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 principle is the same: setting targets for the year ahead to measure success.

This is a critical part of managing any team or individual contributor – yet we often see marketers setting themselves up for failure by agreeing to what we’ve […]

By Destrier|2025-02-26T15:21:43+01:00January 8th, 2025|