The Truth About Analysts (With a Smile)
Tuesday, October 2nd, 2007There are certain undeniable truths for all who have pandered their wares to industry analysts:
1) Bring your corporate checkbook, because you are always on the clock;
2) Briefings start at 8am, following a long night of dinner, drinks, parties and schmoozing;
3) The intent of your words will filter through a childlike game of telephone before landing out of context in an industry report; and
4) You will never be rated as highly as you think you deserve.
Despite all of this, executives will hoist charts, graphs and questionable third-party sources into the air like Simba if by some chance an analyst crowns you king of your particular jungle. My disdain is not for the analysts themselves, but instead sits with the entire ecosystem, which pretends that pay-to-play doesn’t occur, and lets customers assume that unbiased information is being conveyed.
Imagine my chagrin when a friend turned me on to Greg the Architect, a tongue-in-cheek attempt by TIBCO Software to educate through sarcasm. And the coup de gras? An episode entitled “Off the Grid”, described as:
When a snag in a supply application irks the boss of Techrotech’s distribution center, Greg must journey beyond the mystic grid to seek the truth behind the industry analyst’s recommendation. Will Greg be left hanging?
I wonder how TIBCO’s analysts have enjoyed this video. Take a look for yourself and you will laugh at the not so subtle unearthing of the truth about analysts. Enjoy!
Let’s keep the conversation going.



