• Recent Posts: Influencer Relations

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    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 […]

The Payback for an Analyst Briefing can be Measured in Minutes

As part of the ongoing struggle to convince their management about the value of analyst relations, AR professionals often prove the effectiveness of their AR programs by showing written research with mentions about the vendor. This type of metric is often shortsighted because it does not take into account the verbal delivery of research via informal conversations over the phone and at analyst conferences.Because the IT industry analysts that focus on advising IT managers (e.g., AMR, Forrester and Gartner) are on the phone every day with their clients, the payback for a briefing can be nearly instantaneous.
 
It is common for an analyst to finish an IT vendor briefing and use the information in the very next call. In fact, the analyst will do a little name dropping with the end-user client to show how wired-in they are (e.g., “… funny you should mention Acme Software. I just got off the phone with its VP of Services where I learned how it is taking care of its professional services quality issues. I believe you can now add Acme to your short list with minor risk. …”).
Analyst relation professionals need to educate their executives on how the analysts deliver their research and advice (i.e., one-on-one inquiry, formal presentations and written research). By doing so, AR can start to move executives away from focusing on the written research as the only method for measuring AR effectiveness.
 
SageCircle Technique: The next time you schedule analyst briefings, call the analysts in advance and ask them to help educate the executive that will be doing the briefing. Then, during the briefing ask the analysts about how they use the information from a briefing. Drill down by asking whether they think that they’ll be using the information gathered on inquiries with end users. This should then open up the conversation for a few minutes about how end users leverage analyst recommendations and analysis.
 
Bottom Line: Often IT vendor executives question the value of briefing the analysts when it seems like the analysts take months – if at all – to write about the information provided in the briefing. Regardless if the analysts ever write about a vendor, the information provided could be used within minutes of your briefing during a phone inquiry with a corporate IT buyer – your customer.
 
Question: Do your executives consider written research the primary way that they communicate with end users? Are your executives aware that analysts impact tens of billions of technology purchases via 1-on-1 conversations?

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