• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

Tips from analysts about how to interact with them more effectively (new tips added 2/19/08)

(Editors Note:  Robin Bloor’s tips # 6-8, two by James Governor, two by Jeremiah Owyang and one by Charlene Li  added on 2/19/08)

I have been running across a number of interesting blog posts by analysts providing tips to the AR community. This is very useful information for AR professionals, both to improve their AR execution but also to get insights into one of their analysts. Here are the blog entries I have found so far (alphabetical order by firm):

Curt Monash, DBMS2, Monash Report, Strategic Messaging, Text Technologies

Charlene Li, Forrester

Jeremiah Owyang, Forrester

Dale Vile, Freeform Dynamics

Robin Bloor, Hurwitz and Associates & Bloor Research

 Henry Morris, IDC

Michael Cote, Redmonk

James Governor, Redmonk

John Toigo, Toigo Partners International

SageCircle Technique: AR professionals should ask analysts what are their preferences when it comes to interactions. AR teams should also closely monitor the blogs, if any, of their Tier 1 and 2 analysts to capture any insight into how the analysts like to be treated by vendors.

Bottom Line: For AR professionals, understanding what analysts like and don’t like can be a valuable piece of insight to make your interactions more productive. Remember, analysts are people and individuals, not some monolithic “analyst,” so treat them as individuals.


AR managers – Have you seen other analyst posts or published research on what AR should be doing? If so, please share them with SageCircle to expand this list.

Analysts – Do you have pet peeves about how vendors interact with you? If so, please share them with SageCircle so that we can enhance the AR profession.

AR Managers – Let’s put the shoe on the other foot. Do you have pet peeves about how analysts interact with you? If so, please share them, even anonymously if that makes you more comfortable.

How SageCircle can Help: SageCircle can help AR teams elevate their programs to best-in-class status through training and advisory. Please contact us at info [at] sagecircle dot com or 650-274-8309 for more information.

Interested in an analyst relations checkup?  Want to know how you stack up against best-in-class AR best practices? Request a free SageCircle AR Diagnostic.  Give us a half hour of your time, answer some questions, then we provide you with a concise analysis of your program.

6 Responses

  1. Excellent post, Carter. And thanks to all the others for the insight.

    I’m glad Robin Bloor thinks that I, as a media relations/PR expert, can occasionally fill in and do the job of an AR professional (“How To Deal With Analysts: #2 AR or PR?”). But wait, I best not spam them with the new sales office opening press release😉

    That said, I absolutely agree that the role of an analyst to his/her constituents is markedly different than that of a journalist’s remit. Especially in today’s media world – all about entertainment, sound bites, personalities rather than bits and bytes, conflict, etc.

    That said, the approach will differ, but the outcome/goal remains the same whether analyst relations or media relations – to foster and maintain a strong working relationships. And if we, AR and media relations, fail to understand how to approach either audience, we should simply change careers. We’re doing a disservice to our client/company.

  2. […] Tips from analysts about how to interact with them more effecSagetively (new tips added 2/19/08) […]

  3. […] Tips from analysts about how to interact with them more effectively […]

  4. These are great tips!..I will always keep them in mind..^^..

  5. […] an agenda for yourself that includes information that they will find interesting, exciting, and relevant to their work.  Keep the content simple and to the point.  You want this first meeting to be a dialog and to […]

  6. […] a good new trend, analysts are putting up explicit “How to pitch me” notes. (Carter Lusher has links to some of them.) Here’s […]

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