• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    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 […]

What is the ideal stage for startups to start working with the analysts or building relationships? [Startup Saturday]

rocket-for-startups.jpgToday’s post is an answer to one of the questions outlined in Should tech startups invest in analyst relations? The question is “What is the ideal stage for startups to start working with the analysts or building relationships?”
 
The rule-of-thumb answer for this question is “much earlier than you think.” Analysts can provide a startup with valuable market intelligence and insights into what buyers want. Working with a small group of analysts – or even just a single analyst – while still in initial product development can help the startup avoid potholes in the road and speed up their time to market. By working with analysts early on, the startup will build strong relationships that will prove incredibly valuable later during the product launch phase. The startup will then have one or more analysts that can help educate the press about the startup and its products, resulting in more positive coverage. In addition, the analysts can steer the appropriate prospects to the startup.

 According to Enderle Group analyst Rob Enderle at the SDForum Marketing SIG meeting, a great way to use analysts early on is as a sounding board for early messaging. If you are having problems creating a “beta message” early on, this could be an indicator that your ideas for your initial product or service might need to be tweaked. However, for this technique to work you must be talking to the analysts early enough in development for their insights to be easily translated into changes in the product/service specifications.
 
Normally, a startup would not want to brief a broader group of analysts – and may not require client status with many firms – until the product is in production and there are customers to use as references. Exceptions to this rule-of-thumb are startups needing broader exposure to get some beta customers and startups hoping to get exposure in one of
Gartner’s Cool Vendors research notes
 
Because startups have some unique analyst relations issues, we will be posting some articles specifically on topics for startups. These startup AR tips will always be on Saturday, hence the “Startup Saturday” in the subject.

Bottom Line: It is never too early to start interacting with the analysts. Initially it should be as a client of a few analysts in order to get insights into the market and build rock-solid relationships. Then once the product/service is near launch with at least beta customers, start adding analysts in a briefing context to build market awareness.
 
Question:  Do you have a question about how startups should interact with the IT industry analysts? If so, please send them to us at info [at] sagecircle dot com or leave a comment.

Advertisements
%d bloggers like this: