WEBINAR

To create (or not create) a category – how to engage analysts either way

Wednesday, November 2, 2022 | 12pm ET / 4pm UK

REGISTER

Creating a category in which you lead and dominate is often seen as the Holy Grail of business. It’s especially seductive if you believe that the analysts don’t really understand how special and differentiated your offering is. 

One of the most frequent questions we get from our clients is, “Should we be working to create a new category, and if yes, how do we do it?”  

In most cases, the answer to that question is “No, you should not be trying to create a new category. Your product or service isn’t new category material, and that should make you happy because creating a new category takes a long time and it’s a huge amount of work.” 

Join our senior analysts, Anne Lapkin and Jane Doorly, to find out more.

Through this 30 minute webinar, we will discuss:


  • How to identify whether you should be creating a category
  • What to do if you shouldn't
  • What to do if you should
There will be time at the end of the session for any questions you have. 

Featured Presenters

Anne Lapkin

Senior Analyst, The Skills Connection

Anne has 25 years of experience in technology roles. She has worked as an IT leader in a wide variety of industries including financial services, pharmaceuticals, process and discrete manufacturing, insurance, telecoms, retail and wholesale distribution. After joining Gartner in 2003 as a Research Vice President, she led the Information Management research practice.

Jane Doorly

Senior Analyst, The Skills Connection

Jane worked at Gartner for more than two decades, first as an analyst and Gartner Fellow and later leading global teams. For five years, she held the key role of Group Vice-President for Security, Compliance, Governance and Risk. She then spent five years at IDC, managing the company’s software and services research and six of IDC’s vertical industry teams. 

About The Skills Connection

As a team of former senior analysts, with over 100 years collective experience at Gartner, we have extensive experience gained on the other side of the table and to be able to share our experience of how to handle areas like this. With an NPS score of +83, we have proven that we can use that knowledge to help our clients to get a strong ROI from their engagement with the analyst community.  Find out more.

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