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CONFIDENTIAL AND PROPRIETARYThis presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Leveraging Scenaric Thinking
Frank Fabricius
Managing Vice President, Research
September 2015
1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Engage Analysts Early and Often in Structured Decision Making; Balance Inbound and Outbound
Outbound – Communicating to analysts to insure they
understand your company, its products and your successes
Inbound – Applying analyst insight to help you build a better business
Consider:
• Develop engagement models between analysts and executives
•Frequent engagement enables you to do your “Outbound” messaging and bring analyst insights “Inbound”
Too LateBest to bring in analysts early
Plan Build Launch Manage
Decision Cycles:
• Strategy
• Product
• Messaging
• Sales & Channel
2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Challenge
Use of scenarios can address these issues.
It’s beneficial to have analysts involved early in strategy and planning
High sensitivity to disclosure, even under strict confidentiality guidelines
Discomfort with sharing plans that aren’t fully baked
Concerns that your organization may be perceived as indecisive or lacking clear
direction if plans change
But executives have concerns
3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
What Scenarios Do
Test assumptions and alternatives.
Scenarios allow you to reframe the strategy discussion
From
Specifics on strategy or plan in progress
A single proposed course of action
Analyst reaction to a done deal
To
Underlying key issues and assumptions
Multiple options with no clear winner
Analyst interaction on possibilities
4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Use Case Examples
Mergers and Acquisitions
Refine target acquisition profile
Refine acquisition long or short list
Discuss ‘what if” scenarios
Product and Service Evolution
Test assumptions for new product innovation
Formalize best, worst and likely scenarios for
adoption
Review positioning, pricing, sales and delivery
alternatives
Long Range Planning
Evaluate strategic options and related ROI
What If?
5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Scenario Templates
Analysts are accustomed to this format
We use scenarios routinely in our research
Strategic Planning Assumption: By 2020, there will be a quarter billion connected vehicles on the
road, enabling new in-vehicle services and automated driving capabilities.
Forecast Assumption: Through 2019, one-third of traditional PCs will be replaced by premium
ultramobiles.
6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Getting Started
Frame Discussion
• Keep it simple
• Consider using Gartner SPA or Forecast Assumption Format
Define Expectations
• Key Questions:
• What do you want to get from this interaction?
• Who should be involved?
Schedule Interaction
• Options:
• Regular inquiry
• Extended inquiry
• SAS
• Give analysts time to review scenario and prepare
Follow up
• Actions coming out of the call
• Ongoing discussion as plans and strategies evolve
Questions?
CONFIDENTIAL AND PROPRIETARYThis presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
MeetingPlace to InterCall
WebEx
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Your calls are now being scheduled on Gartner’s new
teleconference platform using InterCall WebEx.
Calls currently scheduled on MeetingPlace will not be
rescheduled
Since our analysts work in various locations and travel frequently,
the analyst will decide on the feasibility of video and/or content
sharing for each call based upon topic and their location.
Each call is setup with full call security – audio and video
What we are doing
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3 Ways to get on the call
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Each call on InterCall WebEx is setup with three ways to join the
call
1. WebEx Callback Link – Click on the meeting URL to launch the WebEx conferencing session, and then select “call me back” to access audio and, when in use, content sharing, in-session chat or video.
2. Dial In – Use the local or global access numbers provided for traditional dial-in if you’re not in a location with sufficient bandwidth to support full Web conferencing.
3. One-Click Dial In – Use the one-click dialing string in your meeting invitation if you’re calling from a mobile device and will participate via audio only.
3 Ways to get on the call
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Gartner’s InterCall WebEx
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Your meeting invitation includes a link to learn more about our new
InterCall WebEx teleconferencing platform
If you never used WebEx before use the included link to setup a
test call
If you have any trouble, your company’s technical support team is best positioned to help troubleshoot any firewall and\or device compatibility issues
To learn more
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Thank You!
Q & A