There’s a new Gartner quadrant in town –and it’s not magic. Enter the Gartner Emerging Market Quadrant (eMQ).
Landmark evaluative methodologies are a cornerstone of analyst firm research. The most famous of those vendor rankings is undoubtedly the Gartner Magic Quadrant. Other firms try to replicate it because technology provider selection tools for B2B tech buyers generate considerable interest, leads to inquiries with analysts and help shape categories. It also drives research and advisory subscriptions (RAS) from both vendors and buyers. Vendors pay keen interest into those evaluations as create noise, buzz and can be tremendous for positioning in a given market. And our empirical client experience shows an undeniable impact on sales.
The problem with these vendor evaluations is the huge amount of time it takes for analysts to review all of the vendor RFI submissions. Despite automation, analysts continue to do their own analysis to some extent, as AI still provides unsatisfactory results. As such, Magic Quadrants are only published every 18 months to 2 years for a given category. Gartner has been wrangling that particular conundrum for a while, they’ve been supplementing those reports with the Critical Capabilities reports and Gartner Peer Insights Voice of the Customer but now it is launching the Emerging Market Quadrant.
The new Gartner Emerging Magic Quadrant aims to be a more dynamic report. It will be refreshed every 2-4 weeks, meaning vendors have to participate more often, but the RFI is much shorter, allowing the analysts to make their evaluation more quickly. As such, it is being piloted for GenAI as a fast moving market that really requires the timely updates this report will provide. It will plot those vendors on a quadrant, with the x axis reflecting “features” and the y axis “future potential”. You will be able to see the first version of this graphic as part of an updated version of the Innovation Guide for Generative AI Technologies in early August.
So as a technology vendor you might be wondering – should I participate in this new pilot?
5 benefits for vendors that participate in the Gartner EMQ.
1. Enhanced visibility in a dynamic market.
The eMQ is specifically for emerging and fast moving markets, so participation will position you as an innovative and fast moving vendor in this space. The report is refreshed every two to four weeks, offering vendors continuous visibility and relevance in a rapidly evolving market. This frequent update cycle ensures that vendors can showcase their latest innovations and adapt to market shifts in real-time, enhancing their competitive edge.
2. Comprehensive vendor evaluation.
The eMQ framework uses a combination of vendor-provided survey data, public reviews, and proprietary information to evaluate and position vendors. This multifaceted approach provides a holistic view of a vendor’s market standing, enabling vendors to highlight their strengths and address any weaknesses promptly.
3. Opportunity for startups and established players.
The eMQ considers vendors across the spectrum, from startups to global mega vendors, ensuring a level playing field. This inclusivity allows newer and smaller vendors to compete and gain recognition alongside industry giants, fostering a diverse and dynamic market landscape.
4. Real-time market insights.
Since the report is regularly updated, participating vendors can access up-to-date market insights and trends, helping them stay ahead of the curve. The advanced filtering and scoring rubric tools provided by Gartner can help vendors tailor their strategies based on real-time market data.
5. Brand positioning.
Being featured in the eMQ places vendors in front of a rapidly growing B2B technology audience, potentially accelerating brand awareness and market penetration. This exposure can lead to increased opportunities for partnerships, investments and customer acquisition.
5 challenges for vendors participating in the Gartner EMQ.
1. Continuous engagement requirement.
The frequent update cycle of the eMQ necessitates regular participation and timely updates from vendors. Vendors must commit resources to continuously provide accurate and up-to-date information, which can be demanding.
2. Competitive pressure.
The dynamic nature of the eMQ means vendors are constantly compared against their peers. Maintaining a favorable position requires ongoing innovation and performance, which can create significant internal pressure to deliver consistently high standards in line with your competition.
3. Transparency and accountability.
The inclusion of public reviews and proprietary information in the evaluation process means vendors must maintain high levels of transparency and accountability. Any negative feedback or shortcomings are quickly visible, potentially impacting a vendor’s reputation.
4. Adaptability to frequent changes.
Vendors must be agile and adaptable to respond to the frequent updates and shifts in the market landscape as tracked by the eMQ. This may require rapid decision-making and strategic pivots, which can be challenging for organisations with less flexibility.
5. Resource allocation.
Smaller vendors or startups may face challenges in allocating sufficient resources to engage with the eMQ process effectively. Ensuring continuous and accurate participation may strain limited resources, impacting other areas of business operations.
The eMQ pilot is a new opportunity for dynamic vendors.
By participating in the eMQ, technology vendors can gain significant benefits in terms of visibility, market insights and brand positioning. However, they must also navigate the challenges of continuous engagement, competitive pressure and resource allocation to fully leverage the advantages of this dynamic market assessment tool. If you plan to participate, set yourself up for success with a clear process for submissions and buy-in from your key stakeholders.
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