• 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 […]

You need a strong ARM to help you lift your AR program

icon-tools.jpgManaging relationships with your IT Industry Analysts is not unlike salespeople managing their customer relationships. Therefore it is surprising that so many AR teams do not employ a CRM-style system tailored to analysts. An Analyst Relationship Manager (ARM) system can greatly improve group collaboration and efficiency while maintaining a corporate history of analyst interactions. A survey of AR teams can turn up processes that use spreadsheets, small databases, paper files, or modified sales contact systems. Record keeping and group collaboration may take the form of shared file spaces and extended email threads. These piecemeal attempts generally do not translate into efficient use of time and team members are inclined to bypass activities seen as busy work.AR teams, like all parts of the organization, are not static. As team members come and go they can often take the analyst relationships with them. Without an accessible history new members must research the analyst perceptions, determine their briefing history, find information on events and activities, and solicit executive involvement. This can translate into a lot of work before the actual relationship building can begin.

An integrated ARM can assist both the current and the new team members by providing an organized approach to record keeping and a constant maintenance of the corporate memory.

A good ARM has several characteristics:

  • A database of analysts that maintains contact information; areas of coverage; biographies and analyst background information; links to publications, research, and quotes; and a repository for private and personal added information.
  • A method for categorizing and recording interactions with analysts quickly and easily
  • The ability to easily share analyst information among teams members
  • Automated processes for common AR activities such as sending group emails
  • Project and process management tools that integrate with standard office applications
  • Reporting capabilities and filters that create meaningful metrics
  • And most importantly, a user interface that makes the tool painless to use.

Homebrew systems, or sales systems shoehorned into AR can provide some value, but the key to team success is getting all team members to actively participate. When team members obtain more value than the effort expended they will be happy to use an efficient system.

Bottom Line: An Analyst Relationship Management system is a critical tool for even the smallest AR Teams. It can significantly improve the team effectiveness and assist in changing analyst perceptions. It also ensures that a corporate memory of analyst interactions will be maintained despite team changes.

Questions: Vendors – Do you currently use an ARM? If so, what are you using? How successfully has it been? Analysts -Do vendors appear to maintain good record keeping, respond to your requests, and have consistency among team members?

Shameless marketing pitch – If you need advice about how to select and use an ARM, check out SageCircle’s two-hour and five-hour advisory paks or Annual Advisory Service. The advisory paks are easy to setup and pay for via credit card. We can help you evaluate products and processes. Because Dave and Carter ran the largest deployment of ARchitect3 for more than three years, we can provide expert advice on how to incorporate an ARM into your AR program’s toolkit. For more information, visit our website or contact us at “sales [at] sagecircle dot com” or 650-274-8309.

3 Responses

  1. […] Corporate AR team. We were daily and heavy users of this analyst relationship management (ARM, see You need a strong ARM to help you lift your AR program) tool and found ways to incorporate the use of ARchitect in conjunction with the AR best practices […]

  2. […] review your interactions database (see You need a strong ARM to help you lift your ARprogram) to ensure that you are interacting with each tier of analyst at the appropriate […]

  3. […] review your interactions database (see You need a strong ARM to help you lift your AR program) to ensure that you are interacting with each tier of analyst at the appropriate […]

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