About the same time we asked Why Aren’t ProcureTech Analysts Doing Their Jobs Anymore, THE REVELATOR asked, in a comment stream, how did … the analyst consulting and ProcureTech solution providers lose their way by championing technology-led, equation-based modelling?”.

Which is a fair question as this ties into why we believe many ProcureTech analysts aren’t doing their job anymore. As per our previous post, we believe the firm is the problem (even if the firm doesn’t know it, but in most cases, the firm should), and, more specifically, the primary reason is bad direction.

But let’s get back to THE REVELATOR‘s question. The answer is this:

At one point, the successors to the founders and/or the sales team took the easy way out and switched to vendor sponsorship.

As us grey beards, who have been around since the beginning of ProcureTech, will recall, there was a time buyers paid for research because they understood the value of unbiased research. But, like Project Assurance, that’s a hard sell when a buyer might spend 10K, 50K, or 100K with no guarantee they’ll identify a single viable solution among those covered in a report. Seasoned, well educated, and thoroughly experienced executives will understand the value of risking 10K to 100K on a report or study before committing to a 100K or 1M+ annual investment, because losing 10K is much better than losing 100K or 1M, and can be chalked up as a cost to doing business. But those executives who are uneducated in management and risk and inexperienced, which are many of today’s executives who were put in place because of their affiliation with investors, or a perceived ability to run a business off of balance sheets alone (even though these MBAs are the reason so many high tech companies are struggling and companies like Boeing are facing disaster after disaster — they don’t realize that you can’t run a business you don’t understand and that’s why, in the first Industrial Revolution [and the Gilded Age the US is so desperately trying to bring back], Engineers ran the show, and not over-glorified accountants and lawyers), don’t understand that or the risk of using vendor funded reports to make a decision.

For these successor and sub-par sales people who just weren’t up to the task of the hard sell, when marketing organizations come along and, out of the blue, threw big money at them to sponsor a study, no sales effort required, they jumped on it. More vendors see the success of the first vendors to adopt this approach, follow suit, the money starts flowing in, and the model shifts. Unbiased researchers have to shift their studies to those aspects where the sponsors do well or leave the firm. Moreover, the search for new hires focus on those with less experience or ethics (who can be easily swayed in the direction the big sponsors want). (So before accepting the results of any study, you should be echoing Mr. Klein and asking Who Paid For That Study?)

This means that, over time, instead of an industry leading analyst firm we get a marketing organization that echoes the “technology-led” approach or puts the product, vs. the solution, first.

Moreover, it’s going to stay this way until some big firms step up and say “enough is enough” and stop vendor sponsorships all together and some big clients step up to fund the research. As Mr. Köse keeps saying, you get what you pay for.