• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Be Analyst Centric, not Company Centric

One of the greatest failings of inexperienced AR teams, and occasionally even seasoned AR professionals is not focusing on the analyst needs.  In a recent post about the Analyst Hierarchy of Needs we explained some issues of content.  However, schedule is also a major consideration.  Too often the AR plan is driven in the same manner as PR – with a focus on the company events, announcements, and products.  Analysts live on a different timetable and are focused on clients, markets, and trends.  Their needs, for scheduled research documents, potential speaking events, and in responding to client inquiries are the driving forces – not your announcement timetable.

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As you develop your interaction calendar and plans for analyst contacts you need to focus on the triggers that matter to the analysts first, weaving your own issues in as a secondary objective. In essence this means sliding the control from the company-centric position on the left, to a nearly, but not completely, analystcentric position on the right. This means that it is critical to know the research agenda of your key analysts.  It also explains why an analyst may not appear to have the time or interest for a briefing on your upcoming announcement.

During each analyst interaction you should be questioning the analyst(s) about any upcoming research, speaking plans, or the status of recurring research such as a Magic Quadrant.  These ongoing questions will allow you to formulate an estimated editorial and research schedule as well as anticipate when the analysts will be preparing for speaking engagements. Some analyst firms, e.g., Forrester and Gartner, have posted limited publishing schedules on their websites, which can contribute data to your analyst editorial calendar.

It is also important to fully understand the areas of coverage for your key analysts, watching for changes in the analyst landscape.  Ask if any new analysts have joined the firm and what areas they cover.  Watch for changes in focus that might impact your target list, as well as new names that could have future influences.

Armed with a view of the analyst needs you can develop your own plans for how to educate the analysts on your products, services, and strategies.  If you brief them on their own timetable it will address their needs and interests and it will be a simple matter of later updating them just prior to announcement or event.

SageCircle Technique:

  • Create an analyst editorial calendar
  • Document the speaking schedule of your key analysts
  • Maintain the coverage interests of your key analysts and watch for new-comers
  • Create your briefing plan based first on the analyst needs and then your announcement schedule

Bottom Line: Analysts are working on their own research agenda which may bear little relationship to your announcement schedule.  Providing analysts with timely information that meets their needs will gain you visibility and place you into a proactive working environment.  Any movement out of reactive mode will also improve your ability to plan and conduct your AR program.

Question: AR teams – What methods do you use to create and maintain an analyst research calendar?  Analysts – Do vendors as you about your needs?  Do you freely publish an editorial calendar? 

Do you know your analyst needs? SageCircle can help – Our strategists can:

  • Analyze your analyst interactions to identify skewing toward company-centric activities
  • Provide techniques to create analyst editorial calendars
  • Critique your AR plan and suggest changes in order to better address analyst needs

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.

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

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3 Responses

  1. […] AR. The analysts dislike the typical agency PR professional doing AR because they are not analyst centric.  Unfortunately most PR staff treat the analysts like reporters. For example, analysts loathe that […]

  2. […] Key to the first meeting is in your fully understanding the analyst.  This means researching who they are, what they cover, what research they have done in the past and how they have been quoted.  This can all be obtained from the firm website, web searches, and by asking the firm directly if you have a contract.  Watch the dates of everything and try to compile a current assessment of their recent past.  How does your product or service apply to their area(s) of past research.  Do you have anything new to add to their understanding?  Why would they want to talk to you? […]

  3. […] Creating an Analyst Editorial Calendar Posted on December 12, 2008 by sagecircle Analyst relations (AR) teams that are building their AR Strategic & Tactical Plan need to have insights into what critical analysts are planning to publish over the next few months. Knowing what an analyst is going to publish is an important planning trigger that helps AR teams be analyst centric, not company centric. […]

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