Expert Merv and Rob Koplowitz discuss the production of evaluative research in the low-code industry. They explore the significance and complexities of Magic Quadrants and Waves, emphasizing the importance of engaging with analysts and understanding evolving criteria. The episode also delves into strategies for vendors to influence criteria in their favor and navigating buyer-vendor relationships in the B2B SaaS industry.
Engage with analysts to tailor research for specific needs and objectives.
Differentiate based on unique offerings to align with evolving market trends.
Deep dives
Understanding the Role of Analyst Research in Vendor Selection
The podcast delves into the process of analyst research, particularly focusing on how it impacts vendor selection. Merif, a seasoned analyst, explains his involvement in designing waves and magic quadrants and underscores the evolution of this research. Emphasizing the need for buyers not to solely rely on these reports, he highlights the importance of engaging with analysts to tailor the research to their specific needs and objectives.
Significance of Critical Capabilities in Analyst Evaluations
The discussion shifts towards the critical capabilities accompanying the Magic Quadrant report, emphasizing their importance in evaluating products. Merif and Rob stress that the critical capabilities report focuses on specific product attributes, offering a more detailed view than the Magic Quadrant. They underscore the iterative process of defining evaluation criteria based on market demands and vendor feedback to ensure relevance and accuracy.
Engagement Strategies for Vendors with Analyst Firms
The podcast explores how vendors can effectively engage with analyst firms to influence their positioning and ratings. Rob highlights the value of continuous communication with analysts, not just during evaluation periods, to share insights, roadmaps, and customer demands. By maintaining an open dialogue, vendors can shape analyst perceptions and align with evolving market trends to improve their standing in evaluations.
Navigating Market Taxonomies and Vendor Strategies
The conversation delves into the evolving landscape of low code technologies and how vendors can adapt to shifting market categories. Rob stresses the importance of understanding market trends and aligning product capabilities with emerging customer needs. He emphasizes the critical need for vendors to differentiate themselves based on their unique offerings, rather than just conforming to generic market standards.
In today's episode, host Ryan Duguid who had the "pleasure" of responding to many, many MQs and Waves from the vendor side turns the tables and grills Merv and co-host Rob Koplowitz (author of approximately 30 Waves in his time at Forrester). The episode covers the ins and outs of how these pieces of evaluative research are produced and how you should use them in evaluating low-code and DPA vendors. Spoiler: These are incredibly diligent and valuable pieces of research AND your solution may not be a Leader or on the graphic at all!
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