Tag: analysts

When to Listen to the Analysts – While Considering Adjacent Market Entry

In my last post, I expressed the view that companies should not focus on what analysts are saying about their market.  Instead marketing organizations, typically staffed with 10-100X the personnel of analyst groups, should conduct their own primary research about competitors, new products and market trends.  But there are many scenarios in which analysts can create tremendous efficiencies and competitive…

Don’t Focus on What the Analysts are Saying about Your Market

It is early December.  And all across the globe technology vendor strategists are busy devising their product roadmaps, marketing programs and strategic priorities for 2011.  One of the sources that almost every vendor will consult is secondary research from the analyst community (e.g. Gartner, Forrester, IDC).  There are numerous companies whose product management organizations heavily depend upon analyst market research…