These are the supporting slides used in the May 2018 webinar organised by the University of Edinburgh Business School's Gartner Observatory and Kea Company. Here's a link to Gartner’s short podcast on 2017 Cool Vendors, which was mentioned. https://www.gartner.com/podcasts/reshaping-the-future-gartner-2017-cool-vendors

1. © Kea Research Ltd. For client's internal use only
How Cool Vendors
stay cool

2. #CoolVendor
1. Introducing our speakers
2. How to ask questions
3. Tweet using #CoolVendor
Please stay muted!
Welcome to the webinar
3:04 PM 2

3. #CoolVendor
Suwen Chen,
Communications Director,
Gartner Observatory at University
of Edinburgh Business School
Perry Carpenter
Chief Evangelist and
Strategy Officer,
Knowbe4
Donna Stein
Advisory Partner,
Kea Company
Duncan Chapple
Executive Director, Gartner
Observatory at UEBS.
Partner, Kea Company
@SuwenChenUK @PerryCarpenter @DonnaStein @DuncanChapple
Cool/Hot Vendor
researcher
Ex-Gartner research
director
Analyst relations
consultant Host
On today’s webinar
3:04 PM 3

4. #CoolVendor
#CoolVendor
On twitter, follow the #CoolVendor hashtag
- Remember to switch to ‘Latest’ from ‘Top’
3:04 PM 5

5. #CoolVendor
Suwen Chen is communications director of the
Gartner Observatory at the University of
Edinburgh, an independent research project
analyzing the factors that decide whether or not
digital ventures receive these crucial
endorsements.
Suwen will present her extensive series of case
studies comparing the success of Cool Vendors
to the Observatory’s second vendor forum in
Orlando on October 18th
(https://busimod.com/Orlando).
Communications Director,
Gartner Observatory at University of
Edinburgh Business School
Suwen Chen
3:04 PM 6

6. #CoolVendor
Gartner Observatory - Our Mission
To analyse the impacts of industry analyst endorsements
To analyse the factors that lead to digital ventures receiving these crucial
endorsements and others not
To communicate our findings
Working with industry partners and support digital ventures in becoming ‘2nd-
pitch ready’
http://www.gartnerobservatory.org/
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7. #CoolVendor
Definition
Cool Vendor
Intriguing
Impactful
Innovative

8. #CoolVendor
Selection Criteria
Lesser-
known
companies
No MQ
appearances
Less than
100m in
Revenues
No Public
companies
Compelling
or unique

9. #CoolVendor
Selection Process
oVendors cannot apply for Cool Vendors.
o“No Vendors should know they are being considered.”
May
Cool Vendors
special
Report is
Published
March-April
Analysts
write Cool
Vendors
Reports
February
Cool Vendors
Management
Selects Cool
Vendors
January
Analysts
nominate
Cool Vendor
Candidates

10. #CoolVendor
2017
*Since 2004, Gartner has profiled
more than 2,900 Cool Vendors.

11. #CoolVendor
Official survival rates of UK and US businesses (born 2011-2015)
79.90%
69.30%
61.50%
56.30%
51.40%
93.10%
75.60%
60.50%
51%
44.10%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Year 1 Year 2 Year 3 Year 4 Year 5
US UK
Source: Bureau of Labor Statistics Report, US; Office for National Statistics, UK

12. #CoolVendor
Compared with CV Survival Rates
79.90%
69.30%
61.50%
56.30%
51.40%
93.10%
75.60%
60.50%
51%
44.10%
94.10%
89.40% 88.50%
84.50%
79.40%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Year 1 Year 2 Year 3 Year 4 Year 5
US UK CV
Source: Bureau of Labor Statistics Report, US; Office for National Statistics, UK

13. #CoolVendor
Cool Vendor Case Studies

14. #CoolVendor
9
3
1
1
Year Distribution
2017 2014 2013 2012
10
2
1
1
Geographic Distribution
US* UK* Germany Demark
*Companies have offices in Asia.
Case Studies Overview

15. #CoolVendor
Who is the Cool Vendor? Where is it based?
Who & Where
How did they manage to win?
How
Important or Not important, why?
Why
What has been done to utilise the Cool Vendor?
What
It would be helpful if…
Wish
Case Studies Components

16. #CoolVendor
Main Findings – 5C’s
Criteria
Coverage
Communi
cation
Cost
Credit

17. #CoolVendor
Cool and Hot Vendor Forum
•25th April 2018, Edinburgh, UK
•12pm-5pm Thu 18th October 2018, Orlando, Florida
1: Keynote introduction
2: Cool & Hot vendors
3: What success looks like
4: The analysts' perspective
5: Coolest Vendor Award
6. Take-away session
https://www.eventbrite.co.uk/e/cool-and-hot-vendor-forum-tickets-45451807580
3:04 PM 18

18. #CoolVendor
Chief Evangelist and Strategy Officer for
KnowBe4, the world’s most popular security
awareness and simulated phishing platform.
During eight years as a Gartner research
director, Carpenter was an active participant in
the process of nominating and evaluating
potential Cool Vendors.
Perry will discuss his experiences, both
successful and unsuccessful, of nominating
firms and discuss the wider impact of the Cool
Vendor designation.
Chief Evangelist and Strategy
Officer, Knowbe4
Perry Carpenter
3:04 PM 19

19. #CoolVendor
Donna Stein is an advisory partner for Kea
Company, leading the firm’s services for Cool
Vendors in North America.
Her long experience at some of America’s most
successful technology companies firms will give
attendees a rich insight into how startups can
leverage analyst awards.
Donna’s segment will explain how to educate
sales reps, build marketing campaigns and
develop deeper relationships with industry
analysts.
Advisory Partner,
Kea Company
Donna Stein
3:04 PM 20

20. #CoolVendor
Questions and
comments?
Please use the chat feature to
submit questions or tweet to
#CoolVendor
3:04 PM 21

21. #CoolVendor
Suwen Chen,
Communications Director,
Gartner Observatory at University
of Edinburgh Business School
Perry Carpenter
Chief Evangelist and
Strategy Officer,
Knowbe4
Donna Stein
Advisory Partner,
Kea Company
Duncan Chapple
Executive Director, Gartner
Observatory at UEBS.
Partner, Kea Company
@SuwenChenUK @PerryCarpenter @DonnaStein @DuncanChapple
Cool/Hot Vendor
researcher
Ex-Gartner research
director
Analyst relations
consultant Host
Final thoughts?
3:04 PM 22

22. #CoolVendor
Spread the Word
Please tell your colleagues and peers in other
companies about the Gartner Observatory and
our Cool and Hot Vendor Forum in Orlando after
October’s Gartner, inc, Syposium.
https://busimod.com/Orlando
For free membership, visit
GartnerObservatory.org

23. #CoolVendor
Further resources
Suwen Chen’s full presentation at the Cool and Hot Vendor Forum:
https://www.slideshare.net/dchapple/suwen-chen-a-tale-of-cool-vendors-95251927
Duncan Chapple on not paying to use the Gartner, Inc. Cool Vendor logo
https://www.linkedin.com/pulse/dont-pay-use-gartners-cool-vendor-logo-duncan-chapple/
The Gartner, Inc. guarantee of free, perpetual use of the Cool Vendor designation
https://www.gartner.com/technology/about/policies/copyright.jsp#2.9b
Chief of Research & chief Gartner Fellow Darryl Plumber’s webinar announcing new Cool Vendors
https://www.gartner.com/webinar/3875215?srcId=1-4554397745
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Follow us on twitter
at
@GARTNEROB
@KNOWBE4
@KEACOMPANY
3:04 PM 25

25. © Kea Research Ltd. For client's internal use only
Please visit
LINKEDIN.COM/IN/SUWEN-CHEN
LINKEDIN.COM/IN/PERRYCARPENTER
LINKEDIN.COM/IN/DONNASTEIN
3:04 PM 26

26. © Kea Research Ltd. For client's internal use only
Follow us on twitter
at
@SUWENCHENUK
@PERRYCARPENTER
@DONNASTEIN
3:04 PM 27

27. © Kea Research Ltd. For client's internal use only
Please visit
GARTNEROBSERVATORY.ORG
KNOWB4.COM
KEACOMPANY.COM
3:04 PM 28