• 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 […]

Will the analysts drive down IT spending? Not if you talk to them.

In Saturday’s New York Times Business Day section there was a reassuring article by Steve Lohr called Belt-Tightening, but No Collapse, Is Forecast in Technology Spending. Reassuring because the IT executives and industry analysts interviewed all indicated that there was less likelihood that IT spending was going to be slashed like during the 2001 recession. Whew, it looks like the IT market will dodge the bullet this time! However this relief could be short lived if the IT analysts turn negative and start counseling their IT buyer clients to be conservative and cut spending.

What could turn the IT analysts negative on spending? The analysts could flip their opinion if all they hear are the concerns and fears of budget cuts from nervous IT executives. As explained in this post, analysts like Gartner that rely on anecdotal data gathered via ad hoc end-user inquiry can be easily swayed if they hear only one side of a story. In this situation, if the analysts are only hearing from IT executives who are experiencing budget cuts then the analysts might conclude that budget cutting is more widespread than they originally thought. This would cause their commentary in published research and in press quotes to reflect a more pessimistic point-of-view, which could then lead CIOs and CFOs to conclude that they now have to cut IT budgets to remain competitive. Voilà! A self fulfilling prophesy is launched which could hurt many IT organizations and IT vendors.

What can you do? Provide the analysts with a balanced view of what is happening budget wise.

SageCircle Technique:

IT managers – Set up inquiries with your analysts and discuss the approach toward the IT budget that your company is taking.

Vendor AR teams – You can take either an inquiry or briefing approach. In either case, the best spokespeople you can use are your CEOs and/or senior sales executives. The approach to take is an exchange of intelligence between the analyst and the spokesperson about what they are hearing from CIOs and other senior IT managers. Hopefully, your spokespeople will have many examples of IT organizations not drastically cutting spending.

Bottom Line: It is in the best interest of everybody in the IT industry that analysts have a balanced view of major trends or issues in the IT industry. While it is not typical to discuss something positive or status quo with the analysts, there are times such as the current economic uncertainty where that sort of conversation can be very valuable to the analysts.

Question: IT Managers – Have you ever called an analyst to provide input into a situation where nothing negative like budget cuts is happening? Analysts – How do you ensure a balanced set of data points from clients?
 
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.

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