• Recent Posts: Kea's research blog

    ‘Influencer relations’ is no longer the best term for B2B relationship marketing

    ‘Influencer relations’ is no longer the best term for B2B relationship marketingWhen our blog changed its name from Analyst Equity to Influencer Relations, we did so to reflect the two-fold role that analyst relations established in integrating communications: enabling relationships with similar business-to-business (B2B) influencers, sourcing advisors and consultants; and developing messages and materials that enable internal capacities like sales, marketing insight and marketing. Many B2B Read more about ‘Influencer relations’ is no longer the best term for B2B relationship marketing[…]

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]
  • Advertisements

Strengths and weaknesses of analyst research delivery types

icon-phone-headset.jpgThe communications and IT analyst industry has four basic ways (i.e., written, inquiries, speeches and consulting days) that analysts deliver research and recommendations to their clients. Not all firms use every method listed below and with social media there are new methods being developed that will someday be widely available (e.g., think about a virtual world inquiry where the client’s and analyst’s avatars meet and use a whiteboard).

There is no single method that is perfect for every client and every situation. It is important that the research consumer consider each method and pick the right one for their specific situation

Written Research

  • Strength: Available on-line, convenient, most research papers are designed to be quick reads
  • Weakness: Represents less than 10% of what the analyst knows, publishing agenda is not always systematically planned, can be generic, it may potentially be written for a different audience than your own (e.g., end users versus vendors)

Speeches

  • Strength: Fast overview of a topic, more graphical delivery of information, more trends
  • Weakness: Can be shallow. The same speech can be used for months leading to stale information in fast moving markets. At the largest firms, speeches can be given by analysts other than the original author, leading to inaccurate information and recommendations in the talk track and Q&A.

Analyst Consulting Days (strategic advisory services or “SAS” in Gartner lingo)

  • Strength: Can be tailored to the specific needs of the client. Can provide remarkable depth of information and specific recommendations. Good for getting participants away from phones to concentrate on the issues.
  • Weakness: Expensive (e.g., $8,000+ per day per analyst plus T&E). If not properly planned it can be a complete waste of time, money and internal political capital because most analyst firms do not have a formal process to drive value and clients do not have the best practices to be in charge in driving value

Phone-based Inquiry

  • Strength: Quick and easy to schedule. Provides access to the 90% plus of the information not published. Tailors information and recommendation to the specific needs of the caller. “Free” (i.e., no incremental cost for inquiries for clients with syndicated research contracts like WholeView). Practically unlimited in the scope of topics and volume of calls. Provides access to most analysts.
  • Weakness: Clients, especially vendors, do not use inquiry sufficiently. Most analyst firms have no mechanism to drive usage. Requires clients to develop good habits. Some firms like Gartner have a rule-of-thumb that inquiries last 30 minutes, so sometimes it’s a hassle to get a particular inquiry extended to 60 minutes.

Bottom Line: There is no single method that is perfect for every client and every situation. It is important that the research consumer consider each method and pick the right one of their specific situation.

Question:

Analysts – Do you have a rule-of-thumb on which delivery method is better for which situation? Does your firm have a process/workbook driven approach to conducting analyst consulting days?

Clients (end user or vendor) – Do you rely on the analyst firm to help you drive value from your contracts and analyst consulting days or do you have internal processes to ensure that it happens?

Vendors – Do you consider analyst consulting days simply a covert way to brief the analysts? Do you realize that not making the day a true dialogue means you are likely missing a huge opportunity?
 
Are you getting the most from your analyst consulting days? SageCircle can help. Our strategists can:

Provide you with proven best practices in the form of workbooks and checklists
• Act as a sounding board to review plans and execution steps
• Educate participants on the best practices for an analyst consulting day
• Save you time, money and aggravation while maximizing value

The Maximizing the Analyst Consulting Day Mini-Workshop (click for PDF) is a standard deliverable for Advisory Service clients and $895 for non-clients. Mini-workshop includes workbook, checklists, webinar-based training and phone-based inquiries.

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

analyst-consulting-day-brochure-image-200w.jpg Click to open brochure as a PDF.

Advertisements

One Response

  1. […] Posted on February 26, 2008 by sagecircle  As was briefly mentioned in Strengths and weaknesses of analyst research delivery types, analyst consulting days (aka SAS or strategic advisory service in Gartnerese) have a high […]

Comments are closed.

%d bloggers like this: