I've spent the last two decades helping analytics companies change how the market sees them, and I think most PMMs are underusing the one lever that does it best.
This year,
ThoughtSpot was recognized as a Leader in the Gartner Magic Quadrant for Analytics and BI Platforms for the third year in a row, which made me reflect on the full arc.
Before ThoughtSpot, I was at a bootstrapped Australian analytics vendor in what is arguably one of the most competitive software categories worldwide. Yellowfin was positioned as Niche when I began leading AR there. Instead of competing directly, we identified a gap: establishing Data Storytelling as its own category (and achieved a perfect Critical Capabilities score for two consecutive years—I dare say we changed the criteria). Yellowfin moved from Niche to Visionary in one of the biggest shifts in the report that year, and maintained that position for three years.
At ThoughtSpot, the challenge was different: not just re-entering the Leaders quadrant, but earning it as a pioneer in two distinct eras: natural language search and agentic analytics.
Different companies, different stages, but one lesson: you don't change market perception with messaging alone.
You change it by connecting product reality, customer outcomes, strategy, and analyst relationships into a story that holds.
That's why I think AR is one of the most underrated places for PMMs to do their best work.
Most PMM work gets graded internally: a deck gets approved, a product launch ships, sales says "the talk track landed." AR is different. Once or twice a year, the market grades your work publicly, on a schedule you don't control, against competitors you didn't choose. Against the roadmap. Against customer proof. Against where the category is actually moving.
At its best, AR is market strategy in its purest form: deciding what white space is worth owning, then proving in public that the bet was right.
That's the work I love. Even when I complain about it.
Every December to March, MQ season takes over my brain (and maybe, my life). I lose sleep. I obsess over the narrative. I rewrite words and edit product clips again and again. I complain the whole way through.
My CEO,
Ketan Karkhanis, sees straight through it: "You love it."
He's right. The work behind the RFI, the year-long briefings, the relationships—that's where the real strategy lives. The dot is just what everyone sees.
I'm proud to have worked across Niche, Visionary, and Leader. Even more proud to have helped two companies move quadrants. And super grateful to the product teams, analysts, and experts who helped make those stories real.
If you're a PMM who feels boxed into decks and enablement kits—who knows you're capable of more—I'd point you toward AR. It's not glamorous. But if you want to find out whether your instincts about the market are actually right, there's no better test.