I had an opportunity to read the Gartner Magic Quadrant Provisioning report recently. With 50 pages it’s quite a thorough report so I won’t bore you with the gory details. Dave Kearns does a great job of summarizing it here and you can read the entire report published by CA here.
The first thing I did was compare the Magic Quadrant chart with the same chart from 2007. A quick comparison shows little that separates the two. The larger enterprise solutions remain where they always have, in the upper echelon of the square, while the remainders continue to jostle for position around the centre.
There was minor movement amongst the larger organizations; one moved up a little on one axis while another tiptoed along the other. But despite that nothing much visibly has happened.
Personally it’s no surprise as the larger organizations make the biggest footprint. With a larger reservoir of capital they can afford to make things happen much quicker, marketing, sales and even innovation.
Its Just One Opinion Right ?
I think we should be grateful that this market even has a Magic Quadrant report for people to chew over. As is states at end of the report, “Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the “Leaders” quadrant.”
It’s a bit naive though to think the report is just another opinion, as James Governor analyst with RedMonk says, being in Gartner’s Magic Quadrant can move mountains for a company.
Organizations use these reports as a means for garnering further sales, why else participate?
Quotes and positioning details are peeled off and reprinted on marketing material. In fact it’s not uncommon to find the entire Magic Quadrant report available on company websites which have benefited from the report.
Ratings by research firms matter, their opinions are taken very seriously by IT procurement departments evaluating products and services.
Moving Mountains
The Gartner Magic Quadrant evaluation process looks at several areas, not only regarding the product, its limitations and direction but also the supporting business infrastructure, marketing execution, pricing, sales execution. For a lesser-sized business, being compared to the likes of Oracle in these departments is hardly going to work in your favor.
As Dave Kearns mentions in his article, Thor Technologies’ provisioning product was ranked third or fourth (depending on how you read the chart) a few years ago. Once it was acquired by Oracle however, it was repositioned at the top of the leader quadrant with little change except for the acquisition. Despite the improved sales force the product remained the same yet it had gravitated to Leader status.
So it’s not hard to see why some businesses find these annual reports demoralizing and even attribute them to potential lost earnings as was the case with ZL Technologies
It can not be underestimated; the Magic Quadrant is incredibly powerful. “It’s the difference between trying to sell something and trying to fulfill. The business of IT purchasing is predicated on requests for proposals. Everybody in the leaders [quadrant] is always going to be invited to bed,” James Governor RedMonk analyst.
Not All Lost
If there are any positives that can be taken from these reports (for those that have not favored highly) is that they can be a catalyst for change. These detailed reports highlight areas that can be improved, providing opportunities where alternative strategies need to be sought; whether that is improving marketing execution, customer experience or something else.
Whether Gartner stops producing these reports or alters them makes no odds, there will always be opinions that some people give greater importance to over all others.
Bone-idle IT procurement departments will continue to start and end their product evaluation with these reports and opinions; grading product viability on how high and furthest to the right something is on a chart. But for many, especially with IT security budgets shrinking, purchasing decisions are being done with a lot more care. Businesses are using these opinions and reports along with many others to find something that is right for them rather than relying on where a product is positioned against bespoke criteria.