• Recent Posts: Influencer Relations

    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 […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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.


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.  

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. […]

Comments are closed.

%d bloggers like this: