Awhile back, I heard an interesting comment from a former advisory analyst who is now the director of AR at a software company. She said that when she was an analyst it was her opinion that vendors were crazy to think that analysts have a large impact on sales. However, now that she is at a vendor, she is experiencing first-hand the dramatic impact the analysts have on vendor sales opportunities.
This got me thinking that if analysts do not understand or appreciate their impact on vendor sales, do vendor executives really understand how the analysts have their fingerprints all over corporate sales opportunities? The reality is that many executives do not fully comprehend the true impact of the analysts on revenues. Thus, they are less likely to support AR by making time to meet and speak with analysts.
- AR teams should (more…)