Gideon Gartner starts a great dialogue about the future of the Advisory model.  Lots of analysts joined in–funny, I didnt see anyone from Gartner commenting on this.  But I think it is time they get in the conversation.

“Some day the Advisory Industry may look different than today, and an example of what’s possible may be the manner in which vendor and user clients compensate their Advisory providers. It seems worthwhile for segments of our industry  to study this alternative compensation model, as it has been implemented successfully in the Wall Street Research space over many decades, being both useful and arguably more performance-based than what we’re used to in the Advisory space.”

A wonderful conversation which will take a while to digest;however, as we discussed in Tel Aviv a few weeks ago Gideon, the movement towards open content and sharing is pretty unstoppable and will impact the big analyst firms sooner rather than later. However, most of my clients (B2B Tech vendors) are not interested in the reports/content–they are interested in the influence that Gartner, Forrester and a few others have over the buying process. The Magic Quadrant still has a magic power over endusers in many industries who doubt the value of a vendor if they are not in the Magic Quadrant. This is Gartner’s power over vendors, although as you told me, it was not the original intention of the MQ but rather an internal exercise among the analysts to create a discussion about the vendors. When endusers stop asking Gartner or Forrester or other influencers in the Analyst market which vendors to use–that is when they will have to start really evaluating their model.

http://gideongartner.com/2010/05/04/advisory-industry-a-future-redesign-the-“payment”-model/comment-page-1/#comment-330

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