• Recent Posts: Influencer Relations

    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 […]

    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 […]

Using inquiry… Influence the analysts’ research agenda

icon-phone-headset.jpgWe have repeated stressed the importance of inquiry, both from the role of the vendor and that of the research consumer.  Obviously it can be used to obtain information as well as inform the analyst.  Another aspect of inquiry is the use of it to influence the research agenda of an analyst or a firm on behalf of either IT clients or vendors.

From the IT client perspective it can be very valuable to align the research agenda in the direction of your specific research needs.  Analysts rate client inquiry highly in understanding the market direction.  Your questions and observations, coupled with those of other clients, often cause shifts in the planned research direction.  A single call is not likely to redirect an analyst, but multiple calls, even if from the same client, may have an effect.  We pointed this out when we suggested that you should push analysts for information they might not currently have (see this post) and always complement the use of written research with inquiry (do’s and don’ts).  If you need information that is not reflected in their past or current research plan don’t hesitate to ask.  You may not be the only client looking in this direction.

From the vendor perspective inquiry is one step in the process of “category creation” where you push the analyst (or firm) to view the market in a different light.  Asking questions about what other inquiry clients are seeking or questions on competitive stance in the marketplace can lead to discussions of market or product directions.  You have an opportunity to suggest possible areas of research that might interest the analyst or their clients that, of course, would be beneficial to you.  Moving the analyst to research in your market spaces is perfectly valid when done as part of an overall plan to educate the market, but you should not expect this to be a process that just gains an analyst endorsement. 

Inquiries of this type are also part of the “early and often” strategy that SageCircle promotes when planning a vendor interaction calendar.

SageCircle Technique:

  • Review all previously published research from all analysts in a firm before you schedule an inquiry
  • Work with your account representative to obtain any unpublished work such as speaking presentations or draft documents
  • Work with the firm’s inquiry process to connect with the most appropriate analyst, even if you have wait longer to schedule the inquiry
  • During the inquiry ask direct questions and push the analyst for more information than what has already been published
  • Request follow up inquiries for further exploration. This will let the analyst know you are expecting them to do some investigation.

Bottom Line: Both research clients and IT vendors may have the opportunity to influence the research agenda of analysts by using inquiry to investigate topics or markets.  When used as a part of the overall interactions plan it will also give you a strong background in the material and build analyst relationships.

Question: Research Clients:  Have you requested that an analyst do new research that you need?  Vendor AR: Do you do category creation?  How successful have you been?  Analysts:  How much influence do clients really have on your research agenda?

Are you uncertain about how to get benefit from inquiry? SageCircle can help – Our strategists can:

  • Review your plans to determine whether you are interacting with analysts at the appropriate times and frequency
  • Discuss best practices for scheduling and conducting inquiry

Visit http://www.sagecircle.com/ and click on Advisory to learn more about SageCircle’s on-demand phone advisory services. Or, call 650-274-8309 to speak with a representative about how SageCircle can help you take your AR program to the next level.

Advertisements
%d bloggers like this: