I had one of those calls recently. The sort of call where a vendor wants to know why we aren't covering them as much as their competitors and is all upset about it. I get those calls, as all analysts do I am sure, from time-to-time and from our point of view they are both infuriating and also an opportunity. They are infuriating because most often the vendor calling to complain is one that you have been trying to engage for some time but never returns your calls or email. An opportunity because it finally gives you an opportunity to discuss the issue.

The role of an analyst is one that requires constant interaction with all players in an area such as ETRM software for example. The analyst wants and indeed needs to talk to vendors, suppliers, consultants, integrators, end users and more besides to keep up with everything that is going on. It is an aspect of the job that I find most rewarding.

What seems to happen is this. We write an article and in doing so we talk about a variety of vendors or products. In preparing the article we reach out to various suppliers for information. Some are extremely proactive, others a bit sleepy but talk back to you after a prod or two and the odd one plainly and simply ignores you. You then write the article but of course you can only say and analyze what you know and so if a suppler didn't respond and isn't in regular contact then what can you say? You can say only what you know and often that isn't as much as you would like.

What happens next continues to confound me as an ex-VP of Marketing. The article is read. The vendors who wouldn't and/or didn't respond are upset because they weren't covered effectively. At that point, I would expect a call and re-opening of communication lines. But for some reason that sometimes doesn't happen. Instead the reverse occurs. The supplier is so mad at our lack of coverage that they reaffirm not to talk to us at all.

And so of course we go full circle. The pattern repeats and repeats. The supplier get's more angry at the perceived lack of coverage and so on.....

Eventually though you get one of those calls. I have had 3-4 in the last five years. I hear out the supplier and then calmly and logically as possible explain that the issue lies in their analyst relations. That they should brief us, keep us up to date and work with us. That we should have a central point of contact in order to improve the level of communication. I explain that I can't make stuff up about them - indeed, that would be worse than little coverage.

Usually, the supplier begins to understand that, in fact, the analyst should be on their radar screen too. That communication and cooperation will actually bring the coverage that they desire but that it is, after all, a two-way street.

We are an independent analyst service. We seek to fairly cover everyone and all of the issues irrespective of client relationships and so forth. In order to do that we need access, we desire to be be briefed. Not everyone will be happy all of the time but if you have some news or you want us to be aware of you and your products, call us..... we are here.