Spoken Word Audits: Eavesdropping on Analyst and End-user Client Conversations – A SageCircle Webinar

AR Metrics & MeasurementWhile it is illegal for analyst relations (AR) teams to wiretap the phones of analysts, it is possible to eavesdrop on their conversations with enterprise IT managers and other technology and telecommunications buyers. Well, sort of.

The Spoken Word Audit is 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 AMR, Forrester, Gartner and Ovum 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.

This SageCircle Webinar will provide you with succinct and actionable information that will help you understand the process and technique for conducting an efficient and effective Audit.

Key Issues to be addressed in this webinar include:

  • What are the uses for a Spoken Word Audit?
  • Should Spoken Word Audits be done only by 3rd party services firms?
  • How should scenarios be generated?
  • What are the best techniques for executing a spoken word audit with an analyst?

In this SageCircle Webinar, our strategists will provide a succinct analysis of the options for Spoken Word Audits. Participants will come out of the webinar with best practices and tools that will help them execute Spoken Word Audits and report on the data gathered.

Who Should Attend:

  • Analyst relations professionals and managers

Agenda:

  • Context
    • Measurement & Reporting Overview
    • Conversational Interactions
  • Planning
  • Scenarios
  • Data Continue reading

Spoken word audits are great tools and not hard to do

AR Metrics & MeasurementIT 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

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