• Recent Posts: Influencer Relations

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    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 […]

Portland’s tech startup community – Startupalooza [Startup Saturday]

rocket-for-startups.jpgLast Saturday I attended one of the events coordinated by Portland’s vibrant startup tech community and encountered entrepreneurs, executives, bloggers, analysts, and consultants.  Startupalooza (link) is one of the various ways that social media is helping to bring people together.  Organized through the web this event had capped the attendance at 200 people due to space limitations, but had an additional 67 people on the waiting list.  Its goal was to provide a live networking opportunity as well as a forum for presenting ideas.  Many of the attendees had their twitter addresses on their name badges.

Among the presenters were executives from Jive Software to explain their successful startup process.  They understand the influence of the analysts and have dedicated resources to an AR program.  You will note that we blogged about Sam Lawrence’sAnalyst Report card” which certainly raised their visibility.

You can link to the descriptions of the various presentations, but I would like to point out an example of one that could significantly benefit from more analyst exposure.

 I want Sandy is a personal email assistant that reminds you of tasks, appointments, and concepts you wanted to recall.  It integrates with Outlook, sends you a morning digest, and maintains reminders by whatever email methods you use including your phone or blackberry.  Their service is free to individuals with a business model aiming toward corporate use.  A strong connection with the right analysts could promote its use in the large corporations as they consult with those analysts about email upgrades.  As a small startup they don’t have the resources to conduct a full AR program, but analysts have a significant influence in the implementation process of IT for large companies.  Some well placed connections would have impact on future revenues.

Remember, you do not have to be a client to brief the analysts and information is your best currency.  If you can create buzz about new concepts and get the discussion going you have a chance at category creation. Also, don’t forget that there are “bite sized” AR services available to help startups with entry level analyst outreach.

SageCircle Technique

  • As always, determine the best analyst list based on rank and tier in your marketplace
  • Focus on analysts that are seeking new technology or cool innovations
  • Determine the related analysts that use social media, especially blogs
  • Arrange briefings and then conduct them using web technologies
  • Attempt to meet analysts at their conferences and social events

 Bottom Line: SageCircle research continues to show that analysts have a significant influence on the IT buyer decisions.  Startups hoping to enter new spaces will need to create awareness with appropriate analysts so that they may be considered for future corporate purchases.

 Question:

 Startups – What attempts have you made to brief the analysts? What results have you found?

 Analysts -What advice would you offer startups on how to communicate with you to provide a briefing?

How SageCircle can Help: If you need advice about how to build awareness and relationships with analysts, check out SageCircle’s two-hour and five-hour advisory paks. The advisory paks are easy to setup and pay for via credit card. We can help you by: 

  • Reviewing your briefing plans and presentations
  • Suggesting analyst lists
  • Suggesting tactics and providing best practices for using other forms of social media

For more information, visit our website or contact us at sales [at] sagecircle dot com or 650-274-8309.

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