• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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.  

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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