• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

Did you know that you can comment on Forrester’s research on its website?

icon-social-media-blue.jpgSomething that came up yesterday at the AR Effectiveness Seminar is that nobody knew that they could rate and comment on research notes on Forrester.com. This is another example of Forrester embracing social media and they deserve kudos for doing so. However, to make it really powerful, Forrester should actively promote the use of this feature to its clients.  This will begin to create a true community focused around the conversation on research.

A key issue for vendors is the ability to easily influence the impact of Forrester research.  This feature should be a powerful tool for all vendor analyst relations (AR) teams.

End users (aka IT buyers, your customers) are using Forrester.com to find and read research notes.  You can use the ratings and comments to provide your side of the story or enhance information in research notes. You can use this feature to promote research notes that you think are especially insightful, so just don’t hammer on those notes you dislike. I experimented with this feature last fall when I was still working for a vendor. I commented on a few of the Forrester AR research notes, in some cases taking exception with the conclusions. In all cases, my comments were published and the analysts responded respectfully even if they did not agree with my comments.  

forrester-commenting-on-research.jpgIt is really easy to do. Just look for the “Your Opinion” box to the right of research notes. You can give the research note a rating and leave a comment.

SageCircle Technique:

  • AR should be judiciously leveraging the comment feature on Forrester.com to provide their side of the story
  • Enlist other Forrester seat holders in your company so that multiple voices are being heard and not just AR
  • Develop policies and best practices that ensure that your commentary is seen as positive and not just “sour grapes” on the part of disgruntled vendors
  • Comment on more than just research notes that cover you company.

Bottom Line: Engaging in an on-line conversation with analysts can be a powerful social media tool for AR professionals. This technique should be used as part of the overall education efforts by you about your company. It can also be used to mitigate negative research that you feel misses the mark due to errors or off-the-mark analysis.

Question:

AR teams — Have you started using this feature to join the conversation? If no, why not? Are you concerned that the analyst might be annoyed if you disagree with them or point out a factual error?

Are you thinking about experimenting with social media? SageCircle can Help – Social media represents new opportunities and challenges to AR teams. SageCircle can help AR teams by:

  • Providing on-site or distance learning sessions to get AR teams up to speed on social media and how it might be adopted
  • Acting as a sounding board as you brainstorm how to add social media to the AR tool box
  • Advising on how to develop a pilot program to experiment with social media
  • Playing the role of analyst in social media experiments and providing critiques of how the experiment went

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. Also follow Carter’s commentary www.twitter.com/carterlusher to get a feel for how information is now being transmitted using micro-blogging.

SageCircle Annual Advisory Service Click the image to see the Advisory Service brochure

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