While it is illegal for analyst relations (AR) teams to wiretap the phones of analysts, it is possible to eavesdrop on their conversations with enterprise IT managers and other technology and telecommunications buyers. Well, sort of.
The Spoken Word Audit is a technique to determine what opinions analysts are giving verbally to their clients and if those verbal opinions differ from published opinions. Spoken Word Audits are considered a critical activity because advisory analysts like AMR, Forrester, Gartner and Ovum influence in-progress sales opportunities significantly via phone-based inquiries with enterprise clients, typically IT managers.
Spoken Word Audits consist of talking with analysts and posing a set of specific scenarios in order to gauge how well the analyst understands the vendor’s positioning and messaging based on the analysts’ answers. The scenarios should be very specific and incorporate elements that measure the various aspects of the vendor’s message, strategy and tactics. Spoken Word Audits are conducted periodically with the same analysts and similar scenarios in order to measure how analysts’ opinions are being changed by AR activities.
This SageCircle Webinar will provide you with succinct and actionable information that will help you understand the process and technique for conducting an efficient and effective Audit.
Key Issues to be addressed in this webinar include:
- What are the uses for a Spoken Word Audit?
- Should Spoken Word Audits be done only by 3rd party services firms?
- How should scenarios be generated?
- What are the best techniques for executing a spoken word audit with an analyst?
In this SageCircle Webinar, our strategists will provide a succinct analysis of the options for Spoken Word Audits. Participants will come out of the webinar with best practices and tools that will help them execute Spoken Word Audits and report on the data gathered.
Who Should Attend:
- Analyst relations professionals and managers
- Measurement & Reporting Overview
- Conversational Interactions
- Data Continue reading