Gartner is the world’s largest industry analyst firm by just about any metric, so it’s likely to house many of your key analysts. With more than 2,000 analysts and other experts around the globe, Gartner helps more than 300,000 clients from every major function across the enterprise solve business problems every day. Given the breadth of that scope, Gartner’s analyst roster is an enormous, complex ecosystem of teams, research communities, and key initiatives.
So, how should analyst relations professionals find the right Gartner
analysts to work with? Which analysts can you learn from, especially to better
understand market perception of your firm? Which analysts evaluate your
products or services? And how should you work differently with the different
groups? Whether you’re new to Gartner or have engaged with the firm for years, understanding
the basic types of Gartner analysts is an important anchor to analyst relations
The Four Main Gartner Analyst Groups
Gartner’s research organization is split into several distinct
groups with different coverage charters, research outputs, and advisory
expectations. These four are arguably the most common sections of Gartner that
AR professionals encounter:
Gartner for IT Leaders (ITL)
Gartner for Marketers (GM)
Gartner for Technology & Service Providers (TSP)
Gartner for Technology Professionals (GTP)
Each group of analysts works with a different audience, speaks to different roles, has varying influence over buyers and end-user professionals, writes specific types of research, and comes with its own sets of dos and don’ts for engagement.
Over the years, we’ve learned a lot about these groups of Gartner analysts, so we’re sharing a cheat sheet with snapshots of each to help you get started or simply refresh your awareness. Download it now to learn more nuances about each analyst group.
ITL analysts primarily talk to end-users, often for help with
buying products or services. ITL analysts have their ear to the ground for
buyer trends and can sniff out the features, functionalities, and strategies
that make vendors stand out among the pack.
Analysts in the Gartner for Marketers team primarily talk to
end-users in the marketing space, learning about the newest marketing and
customer experience strategies and how cutting-edge companies use technology to
boost their brand strategies. Vendors typically work with these analysts to
understand the market’s needs in MarTech and AdTech, Customer Experience,
Branding, Marketing Data and Analytics, and several other topics. At roughly
eight years old, this section of Gartner is relatively new, but it has grown
rapidly – all the more so with the 2017 acquisitions of L2 and CEB.
TSP analysts primarily work with vendors on their product strategy,
go-to-market initiatives, and overall business efficiency. Most TSP analysts
were leaders in the roles for which they write and advise, and can offer
specific advice on how to maneuver within tricky markets. However, most TSP
analysts rarely work with end-users, and therefore don’t have the direct
influence over buyers that other groups offer. Nevertheless, thanks in part to
their understanding of successful vendor strategy, these analysts often are
co-authors for Magic Quadrant evaluations.
GTP analysts, many of whom came to Gartner via the 2009
acquisition of the Burton Group, are experts in their given field and are often
able to advise on strategies down to specific lines of code. End-users work
with GTP to fix particularly sticky tech issues. Vendors can work with GTP to
understand how their tools are being used day-in and day-out, and to learn how
future versions can be built to accommodate an array of use cases. While GTP
authors don’t write traditional 2×2 evaluative research, they can influence
buyers by getting past marketing buzzwords and analyzing the details of
solutions to determine a proper fit for specific use cases.
These four groups aren’t exhaustive – Gartner also has analysts
specifically for CIOs, as well as leaders in supply chain, finance and
accounting, HR, legal, specific industry verticals, and more.
While understanding these groupings can provide an idea of what an analyst typically encounters in his or her role, it’s important to remember that each analyst is unique and has a fluid set of expectations surrounding written research and advisory. Not all Magic Quadrant authors are ITL and Marketing analysts, and GTP analysts aren’t the only ones who are able to dive deep into tech specs. In fact, there are often layers of analyst collaboration and review across teams for many research notes, and some analysts not represented on a report’s author line can actually have an enormous impact on the research. Selections of branded research are likely to change as these teams evolve as well.
For more information, including audience basics, buyer influence, and interaction dos and don’ts for these Gartner analyst groups, download the cheat sheet now.