Vendor Coverage

About Coverage

Ventana Research provides research coverage of technology vendors and their products. We believe this is an essential step & requirement for any research and advisory services firm. The research coverage of a technology vendor and its products is based on the following:

  • at least one annual briefing with management
  • demonstration through information that the technology vendor can effectively market, sell, service, and improve its products
  • operating and conducting business ethically

A technology vendor who is part of research coverage in one expertise and / or topic area does not automatically grant coverage in another area; it is dependent on the review and approval of the research director leading each expertise and topic area.

Vendor Research Coverage Vendors Not Covered Request a Briefing

How to Establish / Maintain Vendor Coverage

Establishing Research Coverage

To ensure we optimize the time spent by both your organization and ours, Ventana Research asks that you complete pre-briefing steps, providing all information required prior to the 30-minute briefing with our analysts. We will respond to your request within 5 business days. Our analysts must have an opportunity to review your presentation and other supporting materials/ collateral in advance. We expect your briefing documents and presentation at least 72 hours in advance in the format outlined below.

Maintaining Research Coverage

For those technology vendors who are already covered, we require at least one briefing per year to maintain research coverage. Briefings are 30 minutes in length unless you are a Ventana On-Demand client*. Quarterly electronic updates from approved technology vendors for announcements such as company, product, or customer announcements are expected; especially those impacting the industry. All briefings on announcements should be requested no sooner than two weeks before the announcement. If we do not receive an update within one year of the last update given or if the research team is not able to maintain an understanding of the technology vendor, we will remove a technology vendor from research coverage.

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Please note: the information you provide will be treated as confidential and we require that the Ventana Research mutual non-disclosure agreement is in place prior to the briefing. Our briefing process is a cooperative effort which validates a technology vendor company, its products and its customers. The outcome of a successful briefing will result in research coverage or maintained coverage.

Ventana On-Demand*:  If an organization wants feedback or guidance on the market, their company, products, marketing or sales strategies, these inquiries are only provided through the Ventana On-Demand advisory and research services (and not provided during briefings except for current Ventana On-Demand clients, in which case additional time providing feedback and advice for improvement will be granted). Please email for more information about Ventana OnDemand.

Technology Vendors Not Covered or Recommended

The analysis of a specific technology vendor can, in some cases, lead to the conclusion that Ventana Research cannot provide research coverage. A technology vendor needs to meet minimum requirements for research coverage in each expertise area which includes:

  • at least one annual briefing with management
  • demonstration through information that technology vendor is able to effectively market, sell, service and improve its technology
  • operating and conducting business ethically
  • approval by the research director in the expertise / topic area

A technology vendor can be in research coverage in one expertise area and not in another based-on meeting minimum requirements. A technology vendor not included in research coverage is not recommended by Ventana Research for assessment or use in any organization. We maintain the philosophy that if a technology vendor is not able to meet minimum requirements and maintain industry analyst relations with our firm, that technology vendor should not be included in our coverage. All Technology vendors, including those recommended and not in coverage can be found on each of the Expertise pages listed at:


Ventana Research Coverage Policy Disclaimer

We provide transparency on the technology vendors we have in research coverage by listing them on our website, in their respective expertise and topic areas. Our coverage of a technology vendor does not guarantee an organization’s success, nor that we recommend them for adoption. Research coverage is granted when the research team has ensured the minimum requirements have been met and the technology vendor has been approved by our head of research. Recommendations of a technology vendor and/or products for a specific set of requirements should be evaluated through the use of our advisory or assessment services, Ventana On-Demand.

Ventana Research reserves the right to assess, evaluate, establish, maintain or drop research coverage of technology vendors based on its own analysis and judgment. If for any reason Ventana Research believes a technology vendor is not acting ethically (or if conduct is questionable), the technology vendor will be removed from coverage and will not be part of our recommendations.

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