In the age of the internet — where information is freely available online, and connections between sellers and buyers of software products are visible on LinkedIn — do analysts really matter? Do they play a role in decision-making for purchases from smaller vendors like tech startups, especially given the rise of the developer as a buyer?
Or what if you’re trying to create a new category … do you need to be on a Gartner Magic Quadrant or Forrester Wave or similar? We answer these questions and more in this episode of the CFI Podcast, featuring former analysts, client managers, and/or product marketing veterans Stacy D’Amico (who joined CFI after a decade at Gartner), Michael King (director of enterprise product marketing at GitHub), and Aneel Lakhani, in conversation with Sharon Chang of the CFI market development team.
The conversation covers everything startups should know about analyst relations, from why and how and when to engage with analysts to whether to consider pay-for-play (no!) or more boutique/niche analyst firms. Most importantly: given their limited resources but big market visions, how can startups get the most out of analyst relations?
Stacy D'Amico is the chief operating officer of the Growth fund, focused on building programs, networks, and communities for Growth founders and their teams.
Aneel Lakhani
Sharon Chang is an operating partner, working on the Venture, Seed, and Games funds.
Michael King is a partner on the Go-To-Market Network team, advising on go-to-market strategy across the portfolio.
The CFI Podcast discusses the most important ideas within technology with the people building it. Each episode aims to put listeners ahead of the curve, covering topics like AI, energy, genomics, space, and more.