Gartner buys … what, exactly?

A recent monitor report (11th March) from Outsell noted that Gartner have bought a small(ish) analyst firm Software Advice: around 100 employees. I’ve spent the intervening week checking to see what Gartner might be buying. The press release is short on detail and I haven’t spotted any other commentary; KCG, SageCircle and others please correct me if I’ve missed something!

Software Advice does what its name implies. It provides advice (“Find software for your business”) across just short of thirty categories: generic enterprise areas (e.g. Business Intelligence); market sectors (Manufacturing); and niche areas (Church Management). More below. Key to Software Advice reporting are Buyer Views, Industry Views and User Views documents (collectively referred to as Views below, when we report redirections within blog sequences). It’s not the purpose of this blog to explore their style. Its story is told by CEO and co-founder Don Fornes in a (separate) blog post.

Software Advice don’t (appear to) have an online list of their analysts, but I’ve been able to recover a list of 110 contributors to their accessible online content (mainly the blogs). Several cover a range of areas (more than ten, in a few cases). I have no way to check how many of them are currently with the firm, but that wasn’t the point of the exercise. My list may not be complete or up to date; but it should help identify if, when and where these analysts re-surface in Gartner, and what happens to the coverage. Will it be merged into mainstream research? Will it disappear into the consultancy business? Will some topics simply be abandoned? Will analysts stay or leave? What will the fallout be? There is far from a good fit between Software Advice coverage and Gartner’s, but Software Advice is probably not enough for Gartner to springboard into these additional areas. Interesting, though, that Don Fornes is now listed as a Gartner Group Vice President. That looks as if Gartner see this as a strategic purchase. Watch this space.

Not all of Software Advice’s categories map either to Gartner’s current list of industry sectors or to their IT topics or roles, although many do. So it will be interesting to see what happens. The big question, going on previous experiences with Burton and AMR Research, is how far and how soon Gartner will integrate these topics and analysts – especially the categories not currently strong on Gartner’s agenda.

As always we can look at the blogs to get the picture. In this case, it’s a confused one. There are two groups of blogs from Software Advice. They are topic related, not personal blogs as Gartner’s are; similar to the former Burton and AMR blogs.

One blog group maps to most of the categories used by Software Advice: many of these seem dormant but some have recent postings. The other is a group of eight current, named blogs. There is overlap and redirection within both. So for example a post indexed in B2B Marketing Mentor redirects to an Industry View document outside the blog structure. Similarly, posts in the Customer Relationship Management blog redirect to CSI, to B2B Marketing Mentor, and to Views.

Here is Software Advice’s list of blogs and topics, with an indication of their status in the blog lists. There are some inconsistencies in naming, which we have resolved. Not all topic blogs carry the topic as a page title; a few carry the generic title The Software Advice Blog.

The following are the titled blogs:
The Able Altruist: Non-profit. Most recent post (of 16): 27 Feb 2014. Gartner coverage in this area: minimal.
The B2B Marketing Mentor: Most recent post (of 33): 12 Dec 2013. Gartner coverage: strong.
CSI: Customer Service Investigator: CRM, Most recent post (of 36): 3 Feb 2014. Gartner coverage: moderate.
Hello Operator: business telephony including call centres. Most recent post (of 11): 16 Jan 2014. Gartner coverage: moderate.
The New Talent Times: Human resources. Most recent post (of 57): 19 Feb 2014. Gartner coverage: moderate.
Overnight Success: hotel and hospitality management. Most recent post (of 7):30 Jan 2014. Gartner coverage: none specific.
The Profitable Practice: medical practice management. Most recent post (of 55): 18 Feb 2014. Gartner coverage: none specific.
Plotting Success: business intelligence. Most recent post (of 23): 29 Jan 2014. Gartner coverage: strong.

There is overlap between these and the older-style (non-titled) blogs. All or some posts in some of these older-style blogs redirect to postings in the titled blogs. Inconsistency is rife! The following list covers all Software Advice categories. The website lists these on the home page; there is also a drop-down menu which breaks them into Industry and Application groups. Asterisks * here indicate categories not included in the drop-down menus which I have added to what seems the most appropriate group.

Industries:
Assisted Living*: no blog.
Church Management*: no blog
Construction: The Construction Blog (66 postings, most recent 4 Feb 2014); one post redirects to a View. No titled blog
Dental*: no blog
Distribution: The Distribution Blog (17; 8 Jul 2013); no titled blog
Home Health*: no blog
Hotel Management*: The Hotel Management Blog; all (7) articles redirect to Overnight Success
Long-term Care*: no blog
Manufacturing: The Manufacturing Blog (37; 23 Sep 2013); no titled blog. Manufacturing is a headline Gartner industry sector.
Medical: The Medical Blog (59; 6 Jul 2011); 18 further articles redirect to The Profitable Practice (though some older articles can no longer be reached by that route) or to software evaluation reports. Healthcare providers is a headline Gartner sector.
Non-Profit: The Non-Profit Blog (1; 6 Jul 2011); further articles redirect to The Able Altruist (one of these appears there under a different title).
Professional Services: no blog
Property Management: Topic blog headed as The Software Advice Blog (34; 9 Jan 2014); no titled blog
Recruiting Agency*: no blog
Retail: The Retail Blog (40; 13 Feb 2014); one further articles redirects to a software evaluation report and another redirects to the generic page for retail software. No titled blog. Retail is a headline Gartner industry sector.

Gartner sectors Banking & Investment Services; Education; Energy & Utilities; Government; Insurance; and Media do not appear to map onto these Software Advice categories

Applications
Accounting: The Accounting Blog (20 postings; most recent 19 Oct 2011); no titled blog
Business Intelligence*: The Business Intelligence Blog, all (9) articles redirect to Plotting Success (29 Jan 2014). Business Intelligence & Information Management is a listed Gartner IT role.
Business Telephony*: topic also referred to as Business VOIP. Topic blog headed as The Software Advice Blog, all articles redirect to Hello Operator (16 Jan 2014)
Career Advice*: not included on the blog index page. Topic blog (8 Aug 2012) headed as The Software Advice Blog; no titled blog. One post redirects to The New Talent Times.
CRM: also indexed as Customer Relationship Management in full, or as Customer Management. The Customer Relationship Management Blog (109; 12 Feb 2013); 17 posts redirect to Views, to The B2B Marketing Mentor or to CSI: Customer Service Investigator.
Enterprise Resource Planning: listed in the blog index as Enterprise. The Enterprise Blog (50; 26 Jun 2013); no titled blog
Facilities Management: in the blog index as Facility Management. The Facilities Management Blog (10; 25 Mar 2013); no titled blog
Human Resources: The Human Resources Blog (56; 76 Dec 2012). 13 further articles redirect to The New Talent Times.
Inventory Management*: no blog
Maintenance Management: Topic blog (3; 26 Jun 2013) headed as The Software Advice Blog; 1 further post redirects to a View document. No titled blog
Project Management: The Project Management Blog (3; 10 Feb 2014); no titled blog. Gartner’s list of IT roles includes Project and Portfolio Management.
Security*: The Security Blog (3; 6 Mar 2014); no titled blog. Security and Risk Management is a listed Gartner IT role.
Supply Chain Management: The Supply Chain Management Blog (20; 5 Mar 2014); no titled blog.

Gartner list Applications and Sourcing and Vendor Management among their IT Roles. Digital Marketing also relates to several areas of Software Advice coverage. Gartner IT roles which don’t appear to map easily to Software Advice coverage include Business Process Improvement; CIO and IT Executives; Enterprise Architecture; Infrastructure and Operations.

Links:
• Gartner acquires Software Advice, Gartner press release, 11 Mar 2014
• Software Advice; link here to Software Advice titled blogs and to Software Advice untitled blogs
How Software Advice Got Started, Don Fornes, A Million Little Wins, Part I, 25 Mar 2013 (the link to part II is at the end of this post)

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