• 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 […]

How is corporate AR different from product-centric AR? [AR Practitioner Question]

question-mark-graphic.jpgLast week I had lunch with an AR manager at a software company where we had an interesting chat about “corporate” AR. She had always been focused on product-centric outreach and wanted to know what constitutes good corporate AR. That is a great question because most AR teams are focused on products for a good reason, but that means that corporate issues frequently do not get the attention they deserve. This is especially true for larger companies with a diverse portfolio of products and services since the analysts will often not see the forest for the trees.

Because a discussion of corporate AR will require quite a bit of space, I will split it into a variety of articles over the next month or two. The series will include entries on spokespeople, topics, measurement, content, events, campaigns and business value. In this entry I’ll focus on the objectives of corporate AR.
 
The primary objective for corporate AR is to ensure that the analysts understand the big picture about the company. This includes corporate strategy, R&D, M&A, partnerships, brand marketing, and so forth.  In essence you are trying to establish why a customer should develop a strategic relationship with your company as opposed to just purchasing selected products. In theory the big picture will show how the corporate strategy and capabilities enhance the business units’ ability to execute. The big picture should also demonstrate the synergy points between business units. Finally, by giving the analysts a foundation about the big picture, it can give credence to the premise that a bump in the road for one business unit does not constitute a crisis because that business unit can lean on corporate and other business units to get past the bump.
 
I will warn you that most analysts are not interested in the big picture, because they are so focused on the product/service markets they cover. As a consequence, you will have to very persuasive as to why the analyst needs to devote some bandwidth to learning about the corporate story and how it help will them in their primary research coverage.

Bottom Line: Providing the analysts with a solid understanding of the corporate story will give them a better foundation for their work on individual business units or products/services.
 
Question: For AR managers – does your team provide the analysts with a consistent flow of information about corporate issues? For IT buyers – is it important for your analysts to understand how the various parts of your strategic vendors work together? For analysts – do you want corporate story background or does that not interest you? Why?

3 Responses

  1. One of the most interesting questions here is how you measure “strategic” buys, where purchases take place primarily because the customer cares about that big picture view. It’s rare that anyone convincingly demonstrates that it can be shown to drive business in any specific way. That’s another reason few industry analysts want to spend a lot of time on it. Financial analysts, on the other hand, are very sympathetic to this point of view because investors care very much about it, and their behavior is changed by it.

  2. Would there be a specific target audience?

  3. Comment response – Ludovic on Corporate AR

    Posted: 1/21/08

    Hi Lucovic, Great question.

    Vendors
    • Multiple product lines that are very different from each other
    • A strategy of using cross-product/group synergy
    • Analysts that tend to focus on their narrow

    Targeted Analysts
    • Press go-to resource for overall quotes on your company, especially for major news events
    • Senior analyst managers that do research agenda management for a market
    • Product-centric analysts that need to see the connection between the product they cover and the bigger picture
    • Gartner “Lead Analyst” for your company
    • Forrester analyst writing the “Vendor Profile” for your company

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