• 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 […]

How to break analysts out of auto-pilot inquiry responses

icon-phone-headset.jpgAnalysts who cover really popular topics can answer the same question over-and-over to the point where they go on auto-pilot. This means delivering basically the same information and advice regardless of the client’s situation. This is especially true for end-user or IT manager inquiries. Back when I was a Gartner VP & Research Fellow covering CRM, I once counted up 300 inquiries in a short time all asking me to compare and contrast the same three leading vendors. My eyes would glaze over as soon as the appointment reminder popped up for yet the next inquiry on the three amigos. So how do you ensure that the analyst is not on auto-pilot? Provide background on your situation and ask drill down questions. 
 
It’s not that the analysts want to be a human playback device of a generic, standard response to your question, but it is human nature to fall into a rut. The easiest way to shake the analysts out of their rut is to truly engage them in conversation. Feel free to interrupt them – politely – in the middle of their spiel and ask drill down questions. Always bring the conversation back to “what are your other clients in my situation doing?” Frankly, analysts appreciate stimulating inquiries and really want to engage so they won’t be annoyed by your probing questions.
 
A great way to get the conversation heading in the right direction at the outset is to provide background on your company and situation. Then ask the analyst “Have you talked to other IT managers in my industry facing the same situation? How many? What were they asking you?” This will cause the analyst to pause and think about past inquiries, focusing them on your industry and situation.
 
Bottom Line: Take charge of inquiries to ensure you get real insights and valuable information. Don’t let analysts fall into auto-pilot mode.
 
Question: Have you ever suspected that the analyst was giving you a standard response and not tailoring it to your situation?

Are you getting the most from your analyst contracts? SageCircle can help. Our strategists can:

  • Evaluate the usage of your contracted analyst services and suggest ways to maximize business value from your investment
  • Train your colleagues with analysts seats (e.g., Gartner Advisory and Forrester Roleview) through efficient and effective distance learning via webinar or teleconference
  • Critique your upcoming analyst contracts to ensure you are getting the right services from the right firms to meet your business needs
  • Save you time, money and aggravation

To learn more contact us at info [at] sagecircle dot com or 650-274-8309.

3 Responses

  1. […] How to break analysts out of auto-pilot inquiry responses […]

  2. […] How to break analysts out of auto-pilot inquiry responses […]

  3. […] Engage your mind in the inquiry by gathering background on the client’s specific situation rather relying solely on notes made by the firms’ client service representative […]

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