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Successfully navigating a Gartner Magic Quadrant submission requires meticulous planning, cross-functional coordination, and strategic evidence gathering. This guide outlines seven essential steps to optimize your submission, maximizing your chances of favorable placement while building a repeatable framework for future evaluations.
At Spotlight, we know what it takes to succeed — in 2023 alone, we helped clients secure 1,382 rankings across evaluative reports, including 342 leader positions. With dedicated tools like Spotlight Oz and Spotlight RFI Assist, we empower AR pros to not just participate, but to win.
Before investing resources, verify that your product meets Gartner’s inclusion criteria, typically requiring at least 100 paying customers or $5 million in recognized revenue, along with a multi-region customer base.
Eligibility Criteria:
Different Magic Quadrants may have unique requirements, so confirm the specific criteria for your target category.
Spotlight’s Take: In Spotlight Oz, you can track critical deadlines for every report you participate in and view all of your key milestones in one dashboard. From vendor invitation to submission deadlines, Oz helps you build internal buffers and stay on top of the process.
Key dates to track during a Magic Quadrant include:
Pro Tip: Build internal deadlines two weeks before each Gartner deadline to allow for reviews and approvals.
Establish a dedicated cross-functional team early in the process, led by a project lead, typically from product marketing, to coordinate activities across departments.
Task Force Representatives:
Draft a RACI matrix to clarify roles and responsibilities for each activity, ensuring accountability and clear communication.
Spotlight’s Take: Our consulting team partners directly with AR leaders to guide cross-functional coordination, ensuring no gaps in ownership. With Spotlight RFI Assist, clients streamline evidence gathering across functions and cut hours of manual work.
Gartner evaluates vendors based on “Ability to Execute” and “Completeness of Vision.” Organize your evidence accordingly using a centralized repository.
Evidence Repository Structure:
| Questionnaire Section | Evidence Type | Supporting Artifact |
|---|---|---|
| Market Presence | Revenue Metrics | Audited Financial Statements |
| Product Capabilities | Feature Screenshots | Technical Documentation |
| Customer Base | Reference List | Signed Customer Testimonials |
| Geographic Reach | Regional Breakdown | Sales Territory Maps |
Organize evidence by Gartner’s sub-criteria, focusing on product quality, sales execution, market responsiveness, and customer experience for “Ability to Execute,” and market understanding and innovation for “Completeness of Vision.”
Create a focused 15-minute product demo highlighting three critical capabilities. Offer both live and recorded versions, with the recorded version limited to 3-5 minutes.
Your reference package should include:
Ensure reference customers are prepared to engage with analysts and brief them on key talking points.
Spotlight’s Take: In 2023, our structured approach helped clients land 342 leader positions by strengthening demos and aligning customer references with Gartner’s evaluation framework.
Thoroughly navigate Gartner’s submission portal, ensuring all files are correctly formatted and meet size limits. After submission, send a brief acknowledgment email to your assigned analyst, summarizing key differentiators and offering availability for discussions.
Establish a tracking system for analyst queries and assign a single contact to manage communications, committing to respond within 48 hours.
When providing additional evidence, reference your repository structure for version control.
Spotlight’s Take: With Spotlight Oz, analyst interactions and requests are tracked alongside all evaluative reports. This ensures version control, accountability and full visibility for your entire AR program.
Conduct an internal debrief after Gartner publishes results to analyze your placement against strategic objectives. Identify gaps between expected and actual outcomes.
Gap Analysis Focus Areas:
Document lessons learned in a “Magic Quadrant Playbook” to guide future submissions and begin planning for the next evaluation 9-12 months in advance.
Spotlight’s Take: We treat each evaluation as part of a long-term influence strategy, not a one-off project. Spotlight Oz makes it easy to benchmark results over time, measure impact and continuously refine your approach.
What is the best process for managing a Magic Quadrant submission?
An effective process combines early eligibility verification, cross-functional team coordination, structured evidence management, and proactive analyst engagement.
How do companies prepare evidence for Gartner MQ evaluations?
Companies organize evidence around “Ability to Execute” and “Completeness of Vision,” maintaining a master repository with quantifiable metrics and supporting documentation linked to Gartner criteria.
What are key tips for optimizing MQ submission materials?
Keep responses concise, use specific metrics, attach relevant artifacts, and ensure evidence addresses Gartner’s criteria. Create professional demo recordings and prepare reference customers to articulate outcomes.
What tools can streamline Magic Quadrant documentation?
While general project tools like Asana or Confluence help, Spotlight clients gain a competitive edge with Spotlight Oz, the industry’s best platform for managing evaluative reports, and Spotlight RFI Assist, built to simplify evidence gathering.
What if my submission is rejected or delayed?
Contact your assigned Gartner analyst to understand the reasons and request guidance on resubmission requirements. Document issues in your playbook to prevent recurrence.
How often should we update our MQ materials?
Refresh core evidence quarterly and conduct a comprehensive review 9-12 months before publication, updating competitive positioning and customer success stories based on market changes.
How can we leverage a MQ placement for marketing and sales?
Promote favorable placement across marketing channels, use official Gartner badges, and train sales teams to articulate how your position addresses customer concerns. Create dedicated landing pages to support your messaging.
Managing a Gartner Magic Quadrant submission is complex–but it doesn’t have to be overwhelming. With the right process, tools, and partners, you can not only meet deadlines but also maximize your placement.
At Spotlight, we combine proven expertise with purpose-built platforms like Spotlight Oz and Spotlight RFI Assist to make MQ submissions a repeatable, successful process.
Learn more about Spotlight Oz and book a demo.
Learn more about Spotlight RFI Assist and schedule a call.