I’m sorry but after seeing the eleventh million of these posts I have to ask. Who cares anymore? Seriously. Every brand side Martech buyer will use these waves/ quadrants in the very early research phase. And that’s a big maybe. Where you land doesn’t matter anymore. Instead buyers come to us and ask for references from other real practitioners who have used a technology recently. As Michele Nieberding 🚀 mentioned last week at our customer event VISION DAY, what ultimately matters is the use case fit. If you’re a PMM reading this. Please think clearly about your involvement in these analyst reports. Good for discovery. But not that helpful for reputation. You could spend your $50k and god knows how many hours of effort better elsewhere.
Agree on the use cases wholeheartedly but these rankings and reports are vital for validation particularly as you move up market. Commercial and Enterpriae customers rely on these and use as a comparison in a world of cloudy differentiation. The interesting thing these days is Peer to Peer review sites that capture customer reviews and trends like G2, TrustRadius etc have become just as valuable. This is not just chest beating it’s an important part of the process to win.
Empathise with your sentiment Juan but agree with Matthew Niederberger … most procurement in large companies still likes to see placement on these reports and the IT office especially use them to justify procurement
Totally aligned with this concern and can't agree more with Michele Nieberding 🚀 about MarTech ROI which ultimately matters is the use case fit. The MarTech ROI is another of the industry's biggest challenges. Each team is trying to attribute the conversion to their channel operation but they are lack of omnichannel attribution framework, process and data.
From my experience these things still carry weight in AIPAC and MENA regions.
Not the content as much, it's the signal that matters. Similar to buying a Mercedes or owning any expensive item for that matter.
Cofounder Inflection.io & founder PLGTM.com
4dVery high performing content though