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The Role of Gartner, Forrester, and IDC Analyst Reports on Technology Decision-Making

Patrick Dougherty< Patrick Dougherty June 20, 2023

In today’s rapidly evolving tech landscape making informed buying decisions can be like navigating by starlight: you know generally where you want to end up and there may be some vague indicators along the way but the specific path to your goal is murky. This is where analyst reports from firms like Gartner, Forrester, and IDC can be helpful. These reports are significant as they provide a comprehensive analysis of specific sectors of the tech industry, enabling commercial buyers to navigate the complex market and stay ahead of the curve.

In this post I’ll explore the analyst landscape, how to evaluate their findings, and the critical factors beyond their scope that can guide prospective buyers to make well-informed decisions that align with their unique needs.

Analyst Landscape

Vendavo engages with a number of analysts, from the big-name players like Forrester, Gartner, and IDC, to smaller, more specialized firms that focus on the enterprise pricing and selling spaces.

In a universe brimming with choices, analyst reports can serve as a guiding constellation for buyers, illuminating the path to informed purchasing decisions by distilling complex data and expert insights into invaluable navigational beacons. 

Leveraging independent evaluations and insights from industry experts can help buyers uncover which solutions excel in areas that are important for your business.

In addition to their qualitative analysis, analysts also validate vendors’ market position and solutions, ensuring the message buyers receive from vendors matches what’s actually on offer.

As important as analyst reports can be for buyers, they are also a helpful tool for vendors, revealing gaps in current offerings, benchmarking solutions against competitors, and informing product roadmaps.


We’ve established the value analyst reports can have in the buying process. But they’re just one signpost on a larger map of your evaluation process. Understanding how the analysis is conducted and how to incorporate it into your decision-making can be even more useful.

Gartner, Forrester, and IDC each employ distinct criteria and ranking methodologies in producing their reports. Gartner utilizes the “Magic Quadrant” framework, which assesses vendors based on completeness of vision and ability to execute. Forrester employs a similar approach called the “Forrester Wave,” evaluating vendors on criteria like strategy, market presence, and current offering. IDC focuses on market share, growth, and vendor capabilities, providing insights into technology markets and trends. Each analyst gathers information from vendors through surveys, live demonstrations, and customer feedback as well as conducting independent market research.

One overarching theme that persists across the reports is the scope of vendors each analyst covers: Gartner, Forrester, and IDC all seek to assess the entire spectrum of offerings for each report. Vendors that build solutions for a specific, niche market are evaluated against the same criteria as global industry-leaders offering products with strong baseline competencies but little room for specialization. This can be a helpful starting point when narrowing down which products to appraise but doesn’t always provide the full picture when assessing which solution best aligns with your organization’s objectives.

By their nature, analysts providing a comprehensive market overview cannot account for the specific requirements of your initiative. For instance, one CPQ product may offer robust self-service capabilities but lack the integration of pricing guidance your business requires.

Helpfully, a number of analysts offer tools to further parse their reports like adjustable criteria weights on Gartner’s Magic Quadrant (Find out why Vendavo was positioned as a Visionary in the 2022 Gartner® Magic Quadrant™ for CPQ) This allows prospective buyers to increase the weight of the criteria that are most important for them, producing comparisons that better reflect their own use cases. Vendavo leverages these tools, along with feedback from our customers, to align our product strategy with the market and what’s important for our customers’ needs.

However, savvy buyers know that a comprehensive evaluation requires more than a single data point.

Seeing the Big Picture

Relying solely on analyst reports may leave important aspects unaddressed, which could lead to misalignment, project delays or, worse, failure to achieve your commercial objectives. It is vital to consider additional criteria and delve deeper into the evaluation process. Here are some other factors to consider:

Your Unique Business Needs

Every business has its own set of requirements, goals, and challenges. These must be carefully considered and prioritized when evaluating software. Understanding your organization’s specific needs is critical to identifying solutions that align with your operational processes, scalability demands, and strategic objectives.

Budget and Return on Investment (ROI)

Financial considerations play a significant role in software selection. While analyst reports provide insights into a product’s capabilities, understanding the software’s total cost of ownership, licensing fees, implementation costs, and potential ROI is essential. Evaluating the long-term financial impact allows for a more accurate assessment of its value proposition and increases your chances of success.

Integration and Compatibility

No software operates in isolation. Compatibility with existing systems, data migration capabilities, and potential integration challenges should be evaluated. Ensuring seamless collaboration across your entire commercial process is vital to achieving operational efficiency and avoiding costly disruptions.

User Experience and Support

A complete solution should empower and enhance the user experience, driving productivity and user satisfaction. Considerations such as intuitive interfaces, customization options, change management resources, and customer support services should be evaluated alongside the insights provided by analyst reports. Customer feedback and testimonials in particular can shed light on the real-world experiences of those who have utilized the software.

Vendor Engagement

Don’t shy away from dialogue with solution providers. Engaging in conversations with vendors provides an opportunity to address questions, clarify doubts, and gain insights into their responsiveness, expertise, and long-term commitment to support your business.

While analyst reports offer valuable independent perspectives, they are not the only route on your path to profitability. Embrace a holistic approach. Considering analyst reports and your unique needs and budget. By widening the evaluation lens, you can shed more light on the software landscape and find the perfect fit for your organization.

Want to find out more about how Vendavo and how our solutions can help your needs? Contact us.