Who do you want telling your story, you or your competitors?

We recently came across a useful reminder in a blog post by a Forrester analyst:

“… <vendor> surprised many software industry veterans this morning with its acquisition of <vendor>. Why?  Well, <vendor>’s competitors have been spreading FUD that the company was out of cash, the company was in severe debt, and the company could not execute any more acquisitions. …” 

Of course you are shocked, SHOCKED!, that a vendor’s competitors would be whispering FUD (fear, uncertainty, doubt) in the ear of an analyst. Alas, while this not a common tactic because most vendors recognize the potential for blowback, it does happen often enough that analyst relations (AR) professionals should factor this into their plans.

Competitor FUD is most effective when the targeted vendor does not interact with analysts sufficiently to get their own messages and facts across. This is one of the reasons why SageCircle recommends that AR teams interact with their most relevant analysts early and often. Unfortunately, some vendors do not interact with vendors sufficiently due to either under investment in AR or poor AR practices. These companies need to recognize that insufficient AR means that they are potentially ceding the telling of their story to their competitors.

SageCircle Technique:

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