AR-Sales partnering – comments from AR managers at the Coffee Talk

icon-dollar-euro.jpgThere was a great turn out at the two February Coffee Talks on the topic of AR and Sales partnering to drive revenues. The best part of the Coffee Talks is when AR managers share their experiences and ask questions. Here are some of the comments from the past two Coffee Talks. 

Comment: Dana Stiffler (AMR analyst, Twitter handle) tracks the value of the deals she is influencing…

SageCircle: Not many analysts are savvy enough to formally track that kind of information like Dana. However, most analysts can give you a top-of-mind feel for the number of deals they are advising technology buyers on in a typical week or month and a rough average of size per deal. Not scientific, but this info can provide useful anecdotal points for AR teams to use with their executive sponsors.

Comment: I had a panel at a sales kickoff where sales folks told their success stories of working with analysts and AR… it was the best way to instantly gain credibility.

SageCircle: Sales reps want to know what techniques work so this type of “customer panel” is incredibility effective. To make it even more effective, AR can follow with tips-and-tricks and lessons learned from these sales reps to be posted on the internal sales portal/blog, included in regular sales newsletters, and during regular sales team conference calls. Repetition is a critical success factor to making sure that the training about the analyst impact on sales deals sticks.

Comment: Most good sales people understand the value of relationships and once you’ve helped them, they “pay you back” by keeping you informed… when they remember.  Best thing is to keep a tickler file and check back with them regularly for a status.

SageCircle: One of the common questions we get when talking about AR-Sales Partnerships is whether the sale reps will give anything back or share credit with AR. The answer is absolutely because smart sales reps will want Continue reading

Are the vendor-centric analyst firms heading for tough times? Will end-user centric analyst firms do fine?

Forrester and Gartner both posted double digit gains in Q2FY08 while IDC and Yankee Group are laying off analysts. What’s up? 

One explanation might be the difference in client base composition of the two types of analyst firms. Forrester and especially Gartner get most of their revenues from end user clients and much less from vendors. For example, we estimate that over 70% of Gartner’s revenues come from IT managers in corporations. Contrast that with IDC where we estimate that it gets over 85% of its revenue from technology vendors. This difference is very relevant because enterprise end users don’t dramatically decrease their spending on analyst contracts during an economic downturn, they are pretty steady. Often they are using analyst information to validate and justify IT expenses.  Vendors, on the other hand, dramatically change their spending on analyst contracts during economic downturns. This is because most analyst services are paid by marketing budgets, which are usually the first to be cut as an economic recession approaches.

This was the pattern during the last major tech economic downturn, 2000-2003, during the post-Y2K period and concurrent ecommerce Dot Bomb. While Gartner’s vendor business cratered during this period, its end-user business was reasonably Continue reading

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