The Top 5: Roadshow Readiness Mistakes

Even in the 21^st Century with telepresence and social media, sometimes it is very useful to hit the road and meet analysts in person. Unfortunately these are expensive exercises so analyst relations (AR) teams need to be aware of the following top mistakes when it comes to road shows.

5) Not picking the right individuals to brief. Too often IT vendors waste precious time briefing analysts that have little ability to support the goals of the vendor.  While it is fine to add secondary analysts the focus must be on the most relevant to your revenues

4) Preparing a “one size fits all” presentation rather than tailoring presentations to the individual and type of analyst firm being briefed.  Analysts need to feel that you have taken the time to address their specific interests.

3) Having the wrong orientation, i.e., wanting to perform a data dump of speeds and feeds on the analyst instead of engaging in

Value for Effort

One of the slides we consistently include in any of SageCircle’s training content, private or public, covers value for effort. Basically this is our discussion about implementing only those activities or best practices where the analyst relations program receives more value back than the effort put into it.

For example, SageCircle consistently encourages AR professionals to pay attention analyst usage of social media. However, we also consistently say that AR needs to limit the number of analysts that they monitor on social media so as not to use too much time. This recommendation then dovetails into a discussion of the need for a good analyst list ranking and tiering framework to make sure that the AR team is focusing on the most relevant analysts.

SageCircle Technique:

• AR teams need to careful vet any new programs or best practices for relevance and practicality

Bottom Line: The most precious resource that AR has is its time. While there are many