Is Gartner Pay-To-Play? Clearing the Air on Analyst Firm Research
As a vendor, it's natural to have concerns about the potential for a "pay-to-play" model when it comes to being featured in analyst firm research. However, it's important to understand that firms like Gartner, IDC, and Forrester do not operate on such a model. In this article, we will address common misconceptions and provide a clear picture of how these firms operate to help vendors make informed decisions about engaging with them.
Contrary to popular belief, these firms do not rely on payments from vendors to include them in their research. Instead, they generate revenue through a mix of research subscriptions, events, and consulting services. This means that vendors do not need to be a client to be included in their research. In fact, many vendors who are not clients are still featured in their research. Unfortunately, the opposite is also true: many vendors who have been clients for years, still struggle to be recognized.
In summary, Gartner, IDC, and Forrester are not pay-to-play. Vendors do not need to be clients to be included in their research, and the firms have strict guidelines in place to prevent conflicts of interest. And remember, vendors can present their solutions without needing to be Gartner, Forrester or IDC client. Don't hesitate to reach out and see how VOC can help you get visibility and credibility through best-in-class analyst relations guidance.
If you want to know more about Gartner's objectivity, you can refer to their Ombudsman page.
