Analyze this (continued)
By Danny Sullivan
In my post about analysts back in December, I promised to expand a bit more on the differences between the large analyst companies and the smaller, boutique firms.
The large, global analyst firms that publish all those high-profile industry reports are the undisputed top dogs. They command huge consultancy fees and can have a significant influence on companies looking to make technology decisions. As such, these firms are usually the first to be mentioned when technology companies start thinking about getting in front of analysts.
This is completely understandable, and engaging with these analysts may well prove to be a good decision, but tech firms embarking on their first round of contact with analysts should not put all their eggs in one basket. For almost every technology discipline, there are also smaller analyst firms that specialize in research and analysis of those sectors.
These firms, while not necessarily commanding the same level of influence as the big boys, still present a potentially valuable option to tech companies. Their tight focus on an industry sector can mean that they are better equipped to share advice and insight with companies operating in those sectors.
The smaller firms’ sphere of influence among the companies that represent your prospects is likely to be less than that of the larger players, but it should not necessarily be assumed to be so. I have worked with boutique analyst shops that had the ear of IT executives at some of the world’s largest organizations.
Ultimately, the big firms may still end up being your preferred choice for pursuing an analyst relationship, but companies should always look closely at all the players that are out there before making their decision. Taking the time to find out more about the analysts your space may result in some pleasant surprises.
