• Recent Posts: Influencer Relations

    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 […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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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