Why AR Matters – Analysts can get your company on short lists that you were excluded from

icon-dollar-euro.jpgMost analyst relations (AR) professionals are in an environment where they have to continually justify the relevance of the industry analysts and AR. One of the best arguments for justifying the investment in AR is the impact analysts have on the company’s sales opportunities. Usually the easiest to find examples are negative, such as when an analyst’s commentary has caused a vendor to be removed or excluded from a short list, because a sales rep will be howling in anger. However, with some investigation AR can turn up positive impacts of the analysts, e.g., when an analyst has been your advocate by getting your company onto a short list.

In Reality Check: Sales reps matter more than product on the Software Insider blog, former Forrester analyst and current VP of Research at SSPA John Ragsdale illustrates how an analyst with a simple question can help a vendor get placement on a vendor short list. 

“…Over the last year I have become increasingly aware of something and wanted to share it with a larger audience. When I have conversations with companies about a pending software purchase (usually CRM or eService), they tell me the core business problems they are trying to solve, then give me the list of vendors they are considering. And almost every time, I hear a little jingle from Sesame Street in my head:

     “One of these things is not like the other
     One of these things just doesn’t belong
     Can you guess which thing is not like the other
     By the time I finish this song?

“Why? Because the obvious vendor(s) who are specialists in their problem are not on the list, and they are selecting from a group of vendors who all do something else. So I ask, “Um, why isn’t Vendor X on the list?” And here is the universal reply. ‘Oh, we started with them, but Continue reading

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