Social CRM: When Registration Pages Go Extinct is an interesting post by Forrester analyst Jeremiah Owyang (bio, Twitter handle) on his Web Strategy by Jeremiah blog. However it is not the content of the blog overall, but a couple of throwaway lines that are relevant to analyst relations (AR) professionals:
“…I’m working on a report called the “Future of the Social Web” and I interviewed quite a few companies like Google, Facebook, Twitter, LinkedIn, Lotus, RWW, Federated Media, Plaxo, Dell, Cisco EOS, Flock, Meebo, Gigya, Intel, Razorfish, Six Apart, and a bunch more to find out the trends in this industry. There’s probably less than 10 people in the world that have access to all these teams, executives and thought leaders, and I’m taking advantage of it. …”
I don’t think that Jeremiah is bragging about his access, but rather it is his typical – and rare – transparency about how he goes about his job as an analyst. What is interesting is the number of vendors that Jeremiah has access to for his research. Because of this litany of access, Jeremiah’s factoid can be leveraged by AR as part of its executive sponsorship building efforts and spokespeople training.
One of the selling points that end-user advisory analyst firms (e.g., Gartner and Forrester) make to their enterprise IT manager prospects is that their analysts have access to top vendor executives and thought leaders in the industry. Furthermore, not only do they have access, it is part of their job to take the time to leverage that access. Savvy analysts are adept at name dropping when chatting with existing clients (it helps renewals) and when on a prospect call with one of the firm’s sales representatives. IT executives and IT managers value the analysts’ broad access to vendors – and their IT peers. Analysts can provide an integrated point-of-view that the IT manager client does not have the time to develop themselves through conversations or reading blogs (see the related story Context, advice, reputation and time: How analysts can thrive in the social media age).
Positioning themselves as having superior access, and the ability to verbally apply this access to a client’s situation, has always been a differentiator of the advisory analysts versus (more…)
Filed under: Analyst industry, AR management, Research Consumer | Tagged: analyst relations, AR, Forrester, Jeremiah Owyang, Web Strategy by Jeremiah | 1 Comment »