Dare to step out?
Duncan raised an interesting point on his page and in the comments here:
Do vendors have the courage to unsubscribe?
If you don’t, why not – what do you see you get from your subscription to ‘the big boys’ that you couldn’t do either yourselves or by engaging an independent specialist?
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We unsubscribed to several when I first joined the company and took over Marketing. The reality is that we couldn’t afford to subscribe to too many analyst firms. The second thing I did was evaluate which ones could give us the best insights into the particular needs of interest to us and were best aligned with our audiences. Those that didn’t fit the bill, we unsubscribed to. I was very candid about this with each analyst firm and we’ve continued to brief them at least annually since to keep them abreast of what we’re doing.