Besides refocusing their priorities and activities during a recession, analyst relations (AR) professionals also need to think about what they are telling the analysts. Ordinarily briefings can cover any of a number of topics with even more numerous proof points to support their key messages. However, during a recession AR teams should be rethinking what they communicate to the analysts.
SageCircle research of how IT managers use industry analysts, reveals that helping them make the business case for a technology product or service purchase is high on their list of activities. This insight provides AR with the direction they should taking their briefings during a recession. Because enterprise executives become cautious during a recession, they demand a more detailed justification for technology purchases. By giving industry analysts customer success stories and hard return on investment (ROI) numbers, AR can provide the analysts with fodder that they can in turn give to IT managers that will help shorten the sales cycles.
While customer success stories have always been considered a high priority topic for vendors to provide analysts, because they are difficult to obtain they frequently get pushed to the back burner. During a recession AR needs to make finding and communicating customer success stories a much higher, if not the highest, priority. This becomes part of AR’s strategy of refocusing its priorities during a recession.
A critical success factor is to focus attention on examples of (more…)