Celebrating 2023 at Ventana Research and Preparing for 2024 in ISG

Happy New Year! My work at Ventana Research finishes 2023 and begins in 2024 with a fresh beginning for the firm. After 21 years as CEO and Chief Research Officer at Ventana Research, and now with a new beginning for me as head of software research and the team as part of ISG (Information Services Group) , a global technology research and advisory services firm operating across 20 countries with 1,600 workers. We expand into ISG who currently influences $200 billion annually in enterprise level technology decisions that we at Ventana Research could never have achieved. It is not possible to have this level of reach that ISG has today by any independent or small analyst firm operating today no matter how much discussion in the marketing, sales or social media presence as it is not truly influential to technology decisions made by enterprises. I have seen so many wasted cycles in attempts by software providers over the last 30 plus years in my career to understand analyst and influencer relations that do not prioritize investments accordingly. While media impressions are always useful, let’s not confuse which is which and what provides the value and guidance to enterprises. The priority for software providers should be to ensure they can get the research and insights that matter the most for marketing, sales and product direction and not the opinions described as fact by way too many in the industry.

After two decades in leading Ventana Research and seeing the gamesmanship on influence from analysts with software providers, the market has changed from what enterprises really use for their decisions. Our acquisition and unification into ISG is just one example of that, and what is needed in supporting more comprehensive advisory to enterprises. I am not talking about the 30-minute type inquiries from some analyst firms, but an approach working with 900 client advisors, who are working with global 2000 companies every day. Technology research and advisory service firms should be measured by the scale in their number of clients and the team servicing enterprises. And not on the noise of the analysts which is too often the measurement. When you only have dozens of people in a firm or lots of smart industry analysts that is insufficient to engage enterprises in any substantive manner. And the need to re-invest into new research or products to change the industry is way overdue and I know how difficult that is after 20 years, and the impact to profitability. It is also important to have quality research that is not paid for in advance of being published, let alone edited for approval. Research needs to be easily seen and read within a short period of time, and not just talked about as matter of opinion, or measured by the length of the report, but in the insights provided to the need at hand.

With the acquisition and integration of Ventana Research into ISG complete and now operating for 2 months; now the next phase of software research and advisory for Ventana Research has begun and brings about a transformative synergy, setting the stage for 2024 and some exciting new opportunities. Our work is expanding dramatically in our market coverage of the software industry, from cloud computing to AI with a growing team that will enable us to dramatically expand our market research efforts. We will triple the number of Buyers Guides in 2024 to be used by advisory and consulting efforts at ISG’s and now consumed by the firm’s 900+ client advisers for assessment and selection of software around the world. With access to a broader set of research at ISG, Ventana Research has the tools needed to guide enterprises who are looking to digitally modernize their technology investments in a way we never could have accomplished as a boutique analyst firm.

I am also really excited after over a decade of research and advisory on the foundations of AI that we are launching a new dedicated expertise on the software topic led by our veteran David Menninger who has been on this journey for decades and before Ventana Research. While Dave as executive director will lead this essential technology topic of software research on the AI software stack that is evolving rapidly as seen with generative AI. We will take a more comprehensive approach examining AI and use of software that spans IT and business from applications and tools to the analytics and data that is required to make it possible. AI for IT is very different than AI for Business and how AI is evolving in every aspect of software. We have Jeff Orr , our research director for digital technology and lead’s our CIO efforts will lead our AI for IT efforts as Matt Aslett will lead the research for the underlying data and analytics required for AI to operate. Robert Kugel , our executive director will lead our AI for Business efforts with his leaders Stephen Hurrell and Keith Dawson spanning the customer to revenue research efforts. More to come on our AI for Industries efforts. Our approach to AI at Ventana Research brings the scope of our entire analyst team and research as it has to support the needs of enterprises and really excited to introduce our software research and advisory service. It is not possible to take on AI as a transformational endeavor in business and / or IT without in-depth knowledge of the entire software industry that enables it. Without software there is no AI, and to advise on the topic is not possible without depth on software from research and engaging to understand the software providers that provide it and make it all possible.

?The ‘new’ Ventana Research is still committed to enhancing the value in our client relationships and the experiences we provide. Too many analyst firms are dedicated and invested to the sales moment, as we have been committed to the overall experience and success of our clients. You can easily measure this by talking to the head of client relationships and see where their priorities are set. Thank you Marisela Lewis for leading that for 15 plus years at Ventana Research. But just delivering research is pointless unless you have a product orientation to ensure you can focus on improving quality of what you deliver which is not the job of an analyst, and thanks to Ryan Swagerty and Lindsay Johnston, PMP, PMI-ACP, CSM for ensuring our products are optimally delivered. Our efforts at Ventana Research were also possible because of our digital savviness and use of software for everything we did and for which we differentiated our products to our clients. You should not advocate on software unless you use it yourself and demonstrate with your own experience of the automaton and intelligence gained from it. The value is from applying software, not just building it. Otherwise, it is hypocritical. I mean should we use spreadsheets to track contacts or email for coordinating calendars in the 2020’s? Ventana Research set new standards for being a world-class analyst firm in the technology industry and will continue to do that as part of ISG.

I wanted to take a moment to express my heartfelt gratitude for the team at Ventana Research and for everyone who supported our efforts and being part of our journey to becoming a global technology advisory and research firm at ISG. We and I definitely did not do or have everything right along the way, but we were steadfast to our values and mission in a highly competitive environment. Without great marketing with Stacey D. and a hallmark of our firm and keeping the finance and supporting administration efforts with Dana Billingsley , it would not have all been possible. Ventana Research will continue as a brand and set of products as research and advisory services at ISG, and the community for which has been a steadfast value of the firms’ efforts. ?

On behalf of myself and the entire Ventana Research team, we thank our clients for support in 2023 and over 21 years of the firms’ history. The best is yet to come. We as part of ISG are excited to contribute to the future of the technology industry in 2024 and beyond. The transition into ISG has also provided myself the opportunity for what will be my future contribution and role in the technology industry. May the New Year bring you joy, health and a wealth of opportunities for growth and success.

?Cheers to a wonderful 2024!

Thanks Team Robert Kugel David Menninger Marisela Lewis Dana Billingsley Stacey D. Kirsten Lowery Ekman Keith Dawson Jeff Orr Stephen Hurrell Hayden Christie Ryan Swagerty Lindsay Johnston, PMP, PMI-ACP, CSM Renae Christie Heather Howland Matt Aslett Christine Olson Seth Roy Mawish Rahman Lisa Lusk Abigail Martin Riki Lawson

Mark

Mark Smith

Partner and Head of Software Research

ISG Research