• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

Why should AR Mangers attend Analyst Conferences

Tomorrow is the San Jose version of the annual IDC Directions Conference.  It is among the many analyst conferences from both the major firms and the boutiques.  There are those that include broad topic coverage and those that are specifically pointed to a market or technology.  Given time, budget, and insanity an AR manager could easily attend a conference a week.  So how do you determine which to attend and how to gain value from your time away from the office?

A first consideration is the objective of the conference for the attendees.  Are these your current or potential customers?  Is this a general conference or one that is specific to your market?  How large is the expected attendance and what opportunities do you have to interact directly with customers?  Are any of your executives attending, or perhaps even speaking at this event?  Will there be product managers or market researchers from your company who can bring back information?

Next consider the analyst participation.  Are the analysts who will be speaking among those your top tier list?  What interactions have you had with them in the past weeks or months?  Do you know how your company will be portrayed or compared to your competition?

Next are analyst one-on-one times available?  You already know that this is not a time for a briefing, but even casual contact can assist you in being top of mind during their presentation or in enhancing the relationship.  Also consider a short greeting and word of encouragement to the analyst right before the presentation to alert them to your presence and get that top of mind connection.

Your time is scarce, and selecting the right analyst events to attend is an important way to allocate that precious resource.
SageCircle Technique:

  • Survey upcoming analyst events and create a calendar of potential targets
  • Research each event as to attendee profiles and who from your company might also attend
  • Determine if key analysts are presenting
  • Prioritize the events as to impact and determine the level of effort you have available
  • Document the results for future considerations of the same conference

Bottom Line: AR managers can enhance relationships and maintain a top of mind status by meeting analysts at their events, but care must be given to only attending those that provide sufficient impact.

Question:

AR teams – How many analyst conferences do you attend each year?  How do you decide which ones are valuable?

Analysts – Do you want vendors to take your on-on-one time at conferences?  Is this a good use of your time?

Do you need assistance in your AR resource planning? SageCircle can Help – We have a series of planning templates that can help you allocate resources.

SageCircle strategists understand your opportunities, challenges and priorities because we have been AR practitioners and executives as well as industry analysts and AR researchers. SageCircle emphasizes the use of phone-based inquiry through its Advisory Service, which is your lifeline when you need timely access to an AR and analyst expert to exploit an opportunity or mitigate a problem. Advisory is available through an annual “all you can eat” contract or blocks of two or five hours “by the drink.” Click here to learn more about our advisory services.

Call 650-274-8309 or e-mail info (at) sagecircle dot com for more information.

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