• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

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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