Gartner Myth Buster – Part 1

Home / Expert Advice / Gartner Myth Buster – Part 1 


Steve Willlmore, CMO

Following on from the recent Gartner Magic Quadrant Report on SAM Tool’s 2020, we were left baffled by the section on Certero. Not only was it factually incorrect in many places, but it left me wondering what impact this could have on many of the organizations who use this report to find a new SAM partner (see our official response here)

However to help, I thought it would be good to go through the actual detail of the report and highlight where Gartner got it wrong, but also where they were right (spoiler alert, it wasn’t many!).

So, to help, I have created a fact vs fiction that hopefully helps clarify the real truth about Certero:


1. What Gartner said about CerteroCertero provides a platform for both hardware asset management (HAM) and SAM 

Certero says: Yes, this is correct. It’s a true, unified platform that offers a single source of normalized data, straight out of the box. Meaning our customers can interrogate their most valuable assets and manage all their hardware, software assets, that reside on-premises or in their private/public cloud. All with full functionality that can be delivered as SaaS, on-premises or as a hybrid solution. (Find out more here)


2. What Gartner said about Certero Headquartered in Warrington, UK 

Certero says: Certero’s UK business has an office in Warrington, UK. Its America business has an office in Chicago and its business in Australia has an office in Sydney. (See our locations here)


3. What Gartner said about CerteroCertero operates largely within Europe, specializing in IT asset management (ITAM) and SAM tool and Services 

Certero says: Certero has more customers in Malaysia than it does in Europe. Certero has more customers in North America than it does in Europe. Certero has more customers in Australia and New Zealand than it does in Europe. 


4. What Gartner said about CerteroCertero Asset Studio for Enterprise SAM is complimented by additional modules, which include App-Centre, its self-service portal, as well as four modules for Oracle, IBM, SAP and cloud for enhanced optimization capabilities. 

Certero says: Certero have the following Products:

1. Certero for Enterprise ITAM product has four optional modules that cover Inventory, Monitoring, Distribution and Patching 

2. Certero for Enterprise SAM product has four optional modules that cover Generic Licensing, Microsoft, Adobe, AccessCtrl 

3. Certero for Oracle product has two optional modules, one that covers Database, Middleware and the other module covers E-Business Suite 

4. Certero for IBM product does not have any modules 

5. Certero for SAP Applications product does not have any modules 

6. Certero App-Centre product is a self-service apps portal/store for desktops with no modules 

7. Certero for Mobile product covers MDM, MAM with no modules 

8. Certero for SaaS has twelve optional modules that cover AWS, AZURE, O365, Salesforce, Adobe CC, G-Suite, Okta, Wrike, Box, Zoom, Tableau, Dropbox, Slack  

9. Certero Passworks product is a self-service password reset solution for Window/Macs with no modules 

10. Certero PowerStudio product is a PC Power Management solution for desktops with no modules 


5. What Gartner said about CerteroCertero declined to participate in the research process for this Magic Quadrant; it identified no reference customers and chose not to provide supplementary information.  

Certero says: Yes, this is correct. Gartner also informed Certero that it would not be included in the Magic Quadrant.  Certero was included in the Magic Quadrant? 


6. What Gartner said about CerteroGartner’s analysis of Certero in this Magic Quadrant is therefore based on other credible sources, including previous vendor briefings, customer inquiries, Gartner Peer Insights reviews and other publicly available information. 

Certero says: Gartner have consistently been unable to move past their internal perceptions, thus why their analysis, understanding or representation of Certero is so mis-leading. It is the sole reason why Certero refuses to participate. This Magic Quadrant is just another example of how inaccurate the analysis is regarding Certero. A quick review of the website could have corrected many of the inaccuracies in Gartner analysis. 


7. What Gartner said about CerteroGartner Peer Insights indicate that the Certero support team is very responsive and well-versed in SAM, which has led to a high level of customer satisfaction 

Certero says: Yes, this is correct. That’s why In 2019 Certero was the highest rated SAM tools vendor, awarded the Gartner Peer Insights Customers’ Choice Distinction for Software Asset Management tools. A recognition we are very proud of because it was driven by our customers, the people who matter most to us. (Read the success stories)



8. What Gartner said about CerteroCertero offers a suite of products that extends beyond software asset management, and may be appealing to organizations that wish to manage hardware, software and cloud assets on a single platform 

Certero says: Certero have two products that are not related to IT Asset Management, they are Certero Passworks and Certero PowerStudio. The other eight products are related to IT Asset Management with scope covering from Mobile to Mainframe to Cloud. 


9. What Gartner said about CerteroRecently established partnerships with large channel partners within North America have improved its availability within the region. 

Certero says: Certero’s does have partners, one global partner of Certero is the largest in the USA and globally. Availability remains unchanged in all three sub-hemispheres we operate in. 



10.  What Gartner said about CerteroCertero lacks brand awareness due to limited marketing and sales functions, which inhibits its ability to capitalize on new market opportunities. 

Certero says: Certero does lack brand awareness due to a period of low Sales & Marketing activity regarding IT Asset Management from 2013 – 2017 whilst it developed its new technology stack and current product set for IT Asset Management.  


11.  What Gartner said about Certero: Certero primarily operates within Europe, and more specifically within the UK. Organizations operating internationally or in other regions should consider other solutions due to lack of geographic support. 

Certero says: Certero has more customers in Malaysia than it does in Europe. Certero has more customers in North America than it does in Europe. Certero has more customers in Australia and New Zealand than it does in Europe. 

Certero’s customers range in size from 1,000 devices to 250,000+ devices. 

Certero have businesses in UK, USA and Australia covering the three sub-hemispheres with world class resources in all three. This allows Certero to support its global customers locally and globally with a ‘follow the sun’ support capability.  

12.  What Gartner said about CerteroCertero commonly markets and sells its offering as a combination of tools and services, which may be unappealing for organizations seeking only a SAM tool.  

Certero says: Certero Products do not have a dependency on Certero Services.  If organizations just want a Product, then Certero’s Products are the best, most advanced and capable available.  If organizations need any expertise to help them, then Certero Services have some of the best Licensing experts in the world as well as Consultants, all well versed in all aspects of IT Asset Management. 

Gartner Peer Insights is a good portrayal and reflection of the results of these investments, backed up by strong growth in all of our businesses. 


For us, accuracy of data (and information) is key for any business looking to make an informed decision for their organization. So rather than rely on an outdated, misinformed report, why not call us to and find out the real truth on how Certero can support your business. Failing that, just take a look at our website, as all the (correct) information is there!


Steve Willmore

CMO, Certero


Read our Response to the Gartner Critical Capabilities report here


Follow us on Linkedin for more SAM


Read more like this from

Want to know more?

Certero’s [software-as-a-service] Solution

Certero help organizations transform their outdated operations and technologies in days and weeks not years. All of Certero’s solutions can be delivered as SaaS with no loss of functionality. 

Certero Unified Platform
Learn more about Certero’s truly unique ‘unified’ platform.

Digital Transformation Edition
Transform in days and weeks, not months and years, start your journey now.

Verified Oracle LMS/GLAS Solution
Verified LMS (License Management Services), now GLAS (Global Licensing & Advisory Services) solution.

Cloud Management
Manage Visibility, Cost and Governance of your Cloud Resources 

Enterprise Standard Edition – ITAM / SAM for Wintel
Default solution to manage ITAM/SAM for a Wintel environment. 

Enterprise Premium Edition – ITAM / SAM for Wintel
All you need in one place to manage your ITAM/SAM for a Wintel & Citrix environment. 

Stand-a-lone or holistic solutions for IBM, SAP and Oracle.

Software License Compliance
One Stop Shop, products and services for any solution – all in one

Business Intelligence Solution
See how to turn DATA into INFORMATION then transform into KNOWLEDGE, all in a few clicks. 

IT Asset Visibility
Find out: What do I own? Where is it located? Who is using it?

ITSM & CMDB Integration 
Populating the CMDB with ‘Quality’ asset information is more critical than ever

SaaS Subscription Management
Discover, manage and optimize your SaaS investments.

Everything in One place, True Unification

IT Hardware, Software, SaaS and Cloud Asset Management products that can run ‘stand-a-lone’ or ‘holistically’ and optimally together as a single solution, no dependencies. True unification across all asset and platforms and all delivered as SaaS. All of Certero’s products have the best TTV (Time to Value) by some distance.

Certero for Enterprise ITAM
Networks, printers, routers, Wintel, Mac, Linux, zLinux, Unix, all virtualizations and much more….

Certero for Enterprise SAM
Focused on Wintel software vendors, including automated solutions for Microsoft, Adobe and much more…

Certero App Centre 
Enterprise ‘Application Portal’ for Self-Service application provisioning.

Certero for Mobile
Go beyond standard MDM and deliver full management and security for your mobile workforce.

Certero SRDB (Software Recognition)
Transform raw software inventory data into actionable intelligence about application usage and licensing.

Certero for Oracle 
Optimize your Oracle Database, Middleware and E-Business Suite applications.

Certero for IBM
Discover and manage all IBM software & entitlements across the network. Dual Inventory, ILMT and Certero.

Certero for SAP Applications
Managing and automating the analysis of complex SAP named user and engine licenses across your estate. 

An intuitive self-service password reset solution that can reduce service desk calls by 30%. 

PC Power Management solution. Save money and reduce your carbon footprint. 

Certero Channel Partner Program

Our Partner Program opens up Certero solutions to a global network of partners – enabling customers to work with the trusted solution and service providers that know them best.

Join the Partner Program
Information on tiers and ease of doing business.

Deal Registrations 
Submit your deal-registrations.

Launching the Program
Highest-rated major SAM vendor on Gartner Peer Insights, launch global Partner Program.

Gartner Peer Insights Customers’ Choice

Rated #1 for SAM Customer Satisfaction year after year, after year

For the latest in ITAM, SAM, Cloud and SaaS Asset Management

White Papers and eBooks 
Download the latest white papers and eBooks for key insights and guides.

Read the latest news from Certero and the industry.

Events and Webinars
Keep up to date with Certero’s latest webinars and events.


View our range of product videos, webinars and customer case studies. 

Data Sheets
Download our datasheets which highlight the key benefits and features of our world class products and services. 

Case Studies 
See how organization around the globe change they way they [Do IT].

We think [and do] IT Differently

We don’t believe in claiming to be something we’re not. We will not do mediocre, average, indifferent, or outdated. We are different and will do it differently.

About Us
Get to know us more

Our Story
See how our approach is different

Our Journey
A timeline of events

Our Vision, Mission and Purpose
Mission, Purpose and Values

Browse our current roles

Find our nearest location