• 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 […]

Do your customers assume that Gartner or other analysts have done all the due diligence? [for Vendor Sales]

icon-dollar-euro.jpgAn analyst relations (AR) manager gave me a call this week with an interesting tid-bit that completely reinforces the recent postings about vendor sales reps asking about analyst usage, analyst myth #1  and how IT managers should use Waves and Magic Quadrants.
 
The AR manager was recently at their software company’s annual sales kick off meeting. There was a customer panel taking questions from a moderator and the sales reps in the audience. One question was “How or do you use the analyst firms to make decisions?” One customer said that the proof of concept is usually what causes him to sign on the dotted line, not a bunch of reports. It was what the next customer – from a sophisticated company with revenues in the tens of billions of dollars – said that should concern every vendor:
 
“Technology is important, but if the company is in the upper right quadrant, I assume they’ve got all the feature/functionality because Gartner has done the due diligence.”
 
Hokey smokes! The major analyst firms never formally state that they do lab evaluations, extensive direct research, or due diligence when comparing vendors for a Magic Quadrant or Wave. So the IT manager is really taking a chance with his job to be relying so much on a single piece of analyst research. For the vendor sales team, the danger is that their product could be excluded from or penalized in a sales deal because the IT buyer is misusing the research.
 
SageCircle Technique: Not only should vendor sales reps ask customers about analyst usage, but they should be prepared to educate the IT buyer about the proper way to use analyst research.

  • There should be an established AR-sales partnership program in place
  • AR teams should be prepared to be a resource for sales reps dealing with an analyst deal impacts
  • AR teams should have standard content available to educate IT buyers on how to use research
  • Sales teams should look to leverage SageCircle content to educate IT buyers

Bottom Line: Because IT industry analysts can have a major impact on sales deals, vendor sales representatives need to be more proactive in determining what role analysts are going to play in any deal. In addition vendor sales reps need to be prepared to educate the IT buyers on how to use the analyst research.
 
Question: Vendor sales reps – Have you had a deal negatively impacted because an analyst end-user client was misusing the research?
 
How SageCircle can Help — We can help AR and sales teams develop an effective and practical AR-Sales Partnership program. Leveraging our research and experience as AR managers working with sales, we have a library of content, training and services that help vendor sales teams use positive commentary or mitigate negative commentary. Call 650-274-8309 or e-mail info (at) sagecircle dot com for more information.

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2 Responses

  1. […] For vendors in this market these points should send a shiver down their spines. If they do not make the cut and get included in the Wave they could simply never appear on the radar screen of many tech buyers considering these products. Remember, analyst end-user clients assume that the analysts have done a comprehensive survey of the market and put all relevant vendors in the report (see Do your customers assume that Gartner or other analysts have done all the due diligence?) […]

  2. […] Ask your customers about their use of the analysts when they are guest speakers at the annual sales kickoff Posted on July 30, 2008 by sagecircle Frequently vendors will have customers participate in their annual sales kick off meetings in a panel or interview format. These are great opportunities to ask the customers how they use the analysts. Sometimes the customer will say something that will provide sales reps – and your executives – with an “ah ha!” moment like here. […]

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