Analysts influence, as measured by HP - update
I admit I didn't expect a reply to my post on HP's measurement of analyst influence, but a reply I received (see the comment on the post). Hats off to Bob at HP for disclosing the rankings of their survey.
The question is: what influences HP's customers’ decisions to place a vendor on the short-list when purchasing products and services. The rank is:
Inital observations:
- how powerful vendor experience is. We always see competing vendors as strong influencers in any market, but I didn't expect them to rated top.
- financial considerations are key, but not necessarily the financial performance of the vendor itself (if the low ranking of financial analysts is indicative).
- events are much higher than I'd have expected.
- interesting difference between analyst reports and analyst advice in forming a shortlist.
- social media and blogs are on the radar, but still low.
- very low showing for the media
- why does any firm bother with direct marketing and advertising these days?!
Also, I'm surprised at the absence of advisory consultants and players in the supply chain (VARs, SIs, etc). It may depend on the markets being surveyed.
Still interesting stuff and valuable contribution to the wider influence debate. Thanks to Bob for sharing the info.
Bob asks the community to share its data - we're currently putting a paper together on the Influencer50 research. Anyone else?
The original HP announcement is here.
The question is: what influences HP's customers’ decisions to place a vendor on the short-list when purchasing products and services. The rank is:
- Experience with Vendor
- TCO
- Price [statistically significant gap between top 3 and next 5]
- Analyst Reports
- Events
- Vendor Internet
- Analyst Verbal [statistically significant gap between top 8 and rest]
- Financial Analyst
- Marketing Collateral
- Blogs/Social
- Media Coverage
- Direct Marketing
- Advertising
Inital observations:
- how powerful vendor experience is. We always see competing vendors as strong influencers in any market, but I didn't expect them to rated top.
- financial considerations are key, but not necessarily the financial performance of the vendor itself (if the low ranking of financial analysts is indicative).
- events are much higher than I'd have expected.
- interesting difference between analyst reports and analyst advice in forming a shortlist.
- social media and blogs are on the radar, but still low.
- very low showing for the media
- why does any firm bother with direct marketing and advertising these days?!
Also, I'm surprised at the absence of advisory consultants and players in the supply chain (VARs, SIs, etc). It may depend on the markets being surveyed.
Still interesting stuff and valuable contribution to the wider influence debate. Thanks to Bob for sharing the info.
Bob asks the community to share its data - we're currently putting a paper together on the Influencer50 research. Anyone else?
The original HP announcement is here.
Labels: HP, influencers
posted by Duncan Brown at 7:47 pm
2 Comments:
Hi Duncan:
I published an entry on my blog today http://everydayinfluence.typepad.com highlighting a ranking of 'outside sources' that influence decision makers responsible for purchasing business software.
The research was conducted about 18 months ago when we were designing the Industry and Influencer Relations program at SAP. The data is arguably still relevant for the top 10 influencers.
I shared a chart that details a ranking based on the aggregate responses from 500+ qualified decision makers (U.S. based) as well as a breakout ranking by company size (small, medium, large).
Don
Excellent. Don. Thans for the alert.
I'll post shortly on my observations and thoughts.
Cheers,
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