• Recent Posts: Influencer Relations

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

Checklist for an experienced AR pro starting a new job

A couple of AR people I know started new jobs this week and this got me thinking about what an AR professional should do when joining a new company. Here are some ideas for tasks that should be priorities:  
1.     Work with your manager to determine the current team plans, budgets, upcoming company events, and current analyst perceptions

2.     Create or review the ranking and tiering for analysts related to the space to which you are assigned

3.     Review the biography, coverage, and contact information for all top tier analysts

4.     Inventory analyst firm contracts  where your “tier 1” analysts work and obtain access 5.     Conduct a quick “written word audit” of published research and press quotes of relevant analysts using the firms’ websites and search engines like Google.

6.     Conduct a quick “spoken word audit” of your Tier 1 analysts using client inquiry to determine analyst perception of your new company and the space to which you are assigned
   — This also gives you the chance to introduce yourself and start building the relationship

7.     Obtain the corporate history of analyst interactions by accessing the ARM (analyst relationship management application like ARchitect3) to review recent past activities for all your top tier analysts

8.     Meet your spokespeople
    
a.     Determine company spokepeople who cover the space to which you are assigned
    
b.    Introduce yourself and share contact information
    
c.     Inquire as to their previous spokesperson training and their comfort level with analysts
    
d.    Inventory and obtain past analyst presentations (if any)
    
e.     Determine working relationships between company spokesperson and top analysts (e.g., is there an executive buddy program?)
9.     Determine previous level of involvement between sales and AR and formulate a plan to enhance level of sales support

10.  Other?  Feel free to drop me a line with anything I’m missing…  

Bottom Line: The key items of focus should be gathering the past history, understanding the current relationship and perceptions of the key analysts, and knowing the abilities of your spokespeople.

Question: How does your company keep track of the level of training for your spokespeople?  Do you have a good system for recording analyst interactions? 

One Response

  1. Just one thing to add: during the “spoken word audit”, one should ask the analyst for his/her upcoming research agenda and try get an idea of how the analyst views the company.

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