When peddling their wares to analysts, vendors are often opposed an apparently unbeatable argument: the number of inquiries from users. We have seen Borg analysts using it in different ways, one being the small number of customer calls equates a slow of market acceptance.
There is apparently no come back -it's the A-bomb: Gartner is right because it has insight from its end-user client base.
However, this is somewhat simplistic and AR professionals should challenge analysts to explore the following avenues:
- Customers can be calling for a number of reasons but more often than not when they have an issue. No problems, no calls. This means RAS analysts don't tend to hear from satisfied customers and may thus develop a tendency to paint a picture darker than reality.
- The issues customers are calling about may be different than the analyst's assumptions, for instance they may be confused rather than not buying at all.
- Finally Gartner's users customer base may be very different from a given vendor -they are less represented in SME's and Southern Europe for instance.