Posted on July 15, 2009 by sagecircle
Too often the number of times a vendor is mentioned by analysts is considered a key metric for analyst relations. While a potentially useful part of an overall measurement program, simple counts of mentions or share of voice as the primary metric is totally inadequate. That is because without context, tonality, and relevance, mentions can often be misleading.
One example of how simple counts of mentions are inadequate is what happens to counts and share of voice when a vendor is embroiled in a scandal. During the scandal the vendor’s mentions and share of voice skyrockets, but is this really a good thing?
Another reason why mentions is inadequate is that they do not take into account the analysts spoken word interactions with enterprise technology buyers, which is a key deliverable by advisory analysts like Gartner and Forrester.
As a consequence, simple counts or share of voice metrics should not be given primary weight in an AR measurement program. Rather AR should develop a program that balances Continue reading
Filed under: Measurement | Tagged: analyst relations, AR | 2 Comments »
Posted on June 28, 2009 by sagecircle
There are two types of AR metrics – operational and performance. Operational metrics are useful for the AR team only. Proving the value of AR requires data on the performance of the AR program rather than simple counts of analyst mentions or briefings held.
Join us to chat about what make good performance metrics that demonstrate the strategic value of AR.
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AR Coffee Talks
Networking and chatting with peers is a great way to expand your knowledgebase. Unfortunately, we do not always have the time to Continue reading
Filed under: Measurement, SageCircle news, Training | Tagged: analyst relations, AR, Coffee Talk, performance metrics | Comments Off
Posted on June 18, 2009 by sagecircle
Organizations that use the Balanced Scorecard to report the effectiveness of their interactions with influencers often make their lives more difficult and the Scorecard less useful by picking the wrong items to measure. This Top 5 looks at issues surrounding the selection of metrics to put into the Balanced Scorecard.
5) Not picking items whose data collection can be out-tasked. Because data collection can be burdensome, managers should pick some items for the Scorecard whose data collection can be out-tasked (e.g., a clipping service for analyst quotes or a consulting firm for AR effectiveness surveys).
4) Picking items to measure that are too granular and thus too difficult to gather. A classic problem is picking metrics that require a significant amount of work to collect, analyze and report. This leads to the Balanced Scorecard being dropped from the regular activity list.
3) Not picking items that dovetail with corporate and departmental goals. A Balanced Scorecard can lose its relevance quickly if Continue reading
Filed under: AR management, Measurement | 3 Comments »
Posted on March 3, 2009 by sagecircle
IT and telecommunications industry analysts often provide research and recommendations through the classic medium of the spoken word, especially during phone-based inquiry. Unfortunately, there is no clipping service that makes it easy for analyst relations programs to determine what analysts are saying during these inquiries.
SageCircle developed a technique we call a “Spoken Word Audit” (click here for concept definition) that is rather straightforward and does not require significant labor, but does require preparation, dedication, consistency and follow up.
Why should an audit of the analyst’s spoken word be put into place? The audit has a number of purposes:
- Obtain information to help sales reps rebut negative commentary (click here for a related post)
- Gather intelligence on how the analysts are positioning the company
- Measure the effectiveness of the AR program
- Validate the efficacy of the marketing message
- Provide an alternative to using only published research and press quotes for tracking analysts
The primary method for doing this type of audit is talking with analysts and posing a set of specific scenarios in order to gauge how well the analyst understands the vendor’s positioning and messaging based on the analysts’ answers. The scenarios should be very specific and incorporate elements that measure the various aspects of the vendor’s message, strategy, and tactics.
By being very specific you can eliminate the skewed results that would be generated by Continue reading
Filed under: Measurement | Tagged: analyst relations, AR, auditing the spoken word, Spoken Word Audit | 2 Comments »
Posted on December 22, 2008 by sagecircle
n: A technique to determine what opinions analysts are giving verbally to their clients and if those verbal opinions differ from published opinions. Spoken Word Audits are considered a critical activity because advisory analysts like Gartner influence in-progress sales opportunities significantly via phone-based inquiries with enterprise clients, typically IT managers.
Spoken Word Audits consist of talking with analysts and posing a set of specific scenarios in order to gauge how well the analyst understands the vendor’s positioning and messaging based on the analysts’ answers. The scenarios should be very specific and incorporate elements that measure the various aspects of the vendor’s message, strategy and tactics. Spoken Word Audits are conducted periodically with the same analysts and similar scenarios in order to measure how analysts’ opinions are being changed by AR activities.
Filed under: Glossary, Measurement | Tagged: analyst relations, AR, Spoken Word Audit | 2 Comments »