Andy on Twitter

  • This is more a guide on how to not allocate your spend... 8 Things You Should Know About CMO Spend from Gartner is… ,
  • Great read on the Skimm. Wonder how many marketers are able to comprehend the reach and power of newsletters in the… ,
  • Why it is so important not to discount the power of so called traditional media. Digital and print are one. Journal… ,
  • You really can't make this stuff up. Truly epic brand nonsense. ,
  • ,
  • Seems like being onside no longer matters in rugby @AllBlacks,
  • It’s like a mix of rugby and on field lecture. Wonder if they will actually play between resets and penalties. Yawn. @AllBlacks,
  • While I wouldn't put Cheika in the same camp as any of these great coaches, Hansen makes a huge point as applicable… ,
  • If you were looking to create a community within a site - conversations etc.. Which software would you use?,
  • As must read for any marketer. Mark Ritson: 10 lessons all marketers should take from Direct Line’s brand strategy ,
  • Great read... 21 Lessons From Jeff Bezos' Annual Letters To Shareholders - CB Insights Research ,
  • customer satisfaction survey fatigue ,
  • great post from John on how algorithms erode trust and love. ,
  • So the lounge in LA has a dining room but you can only access it if you are going to certain locations… ,
  • So Brilliant.... Banksy painting sells for $1.9 million then self-destructs ,
  • Connect

Company Goes After Gartner…

Not sure if this has merit or not but its a pretty gutsy move – and if nothing else, burns the bridges once and for all with Gartner for ZL.

If nothing else, ZL’s case encapsulates the immense frustration so many have felt for so long with the entire MQ process. And, the smaller you are, the more heightened that frustration. Some interesting commentary here on the MQ process.

But I do think much of that frustration has to do with folks willingness to engage with Gartner and invest in AR. My view on the MQ has always been:

  • your position reflects both your expertise in influencing and the data you are willing to present
  • an open dialog and investment in that dialog works wonders. I’m not talking money here – I’m talking time and attention.
  • most of the Gartner analysts are pretty smart people. Whether you disagree or agree, it’s in your interests to listen, replay what you heard and show a willingness to at least incorporate some of their feedback. They are human. They like to be stroked.
  • it is less “pay-to-play” and more just “play”. Don’t make influencing Gartner be about a single briefing. You need a game-plan.
  • Gartner own the market. Get over it. This is an opportunity.

Are there things I wish Gartner would do differently – sure. For instance, I do think they should have an independent ombudsman. This would only boost perceptions of their integrity and allow a better process for fixing wrongs. Nobody is perfect.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]
Indulgences-Coffee