• Recent Posts: Influencer Relations

    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 […]

    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 […]

Research consumer’s turn — How industry analysts can be better prepared for inquiries

icon-phone-headset.jpgFor the most part the SageCircle blog concentrates how various members of the tech analyst ecosystem interact more effectively with the analysts (e.g., AR best practices and research consumer tips). This post is an experiment to give the community a chance to give a few friendly tips to the analysts.

SageCircle heavily encourages the use of inquiry for both communications and IT vendor AR teams and end-user client researcher consumers.  While most analysts are well prepared for inquires we have personally experienced and received comments from members of the analyst ecosystem about those analysts that might have needed a bit more coffee before getting on the phone. One not so amusing story is the analyst who could not discuss the research he had written, could not remember writing it and could not even find it once the inquiry had started. This blunder occurred even though the inquiry was explicitly arranged to discuss this specific piece of research. 

We have some suggestions for analysts, but would like to solicit readers’ comments on how analysts can improve what they do.  Inquiry users can leave suggestions via comments to this post (anonymously if you like) or by sending SageCircle an e-mail (info [at] sagecircle dot com). We will aggregate e-mailed suggestions and add them to this post.

To get the ball rolling here are few ideas that should only take an analyst a few minutes to do immediately prior to any inquiry:

  • Work with your inquiry process to ensure you fully understand the topic and expectations of the client.
  • Review the information or materials that the client has (hopefully) sent you regarding the inquiry.
  • Review notes on past inquiries from this client
  • Locate all published and unpublished research materials that might apply. Be prepared to send documents.
  • Compile a list of similar inquiries from other clients
  • Engage your mind in the inquiry by gathering background on the client’s specific situation rather relying solely on notes made by the firms’ client service representative
  • Note action items as they arise during the inquiry and review them at the end of the inquiry
  • Follow up to see if the client has additional questions or would like another inquiry.

There is more than simply delivering good client service behind these suggestions. Analysts that come to vendor-client inquiries ill-prepared can make it more difficult for the AR teams to convince management and domain experts to interact with the analysts and invest in analyst relations. Analysts’ credibility is hurt when they fumble an inquiry with vendor executives leading to the attitude “Why should we bother to brief the analysts when they only get it wrong anyway?”

Question:  Analyst clients, end users or vendors – What examples do you have of analysts coming to an inquiry ill-prepared?

Are you getting the most from your analyst contracts? SageCircle can help. Our strategists can:

  • Evaluate the usage of your contracted analyst services and suggest ways to maximize business value from your investment
  • Train your colleagues with analysts seats (e.g., Gartner Advisory and Forrester Roleview) through efficient and effective distance learning via webinar or teleconference
  • Critique your upcoming analyst contracts to ensure you are getting the right services from the right firms to meet your business needs
  • Save you time, money and aggravation

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

One Response

  1. […] come to briefings better prepared Posted on May 1, 2008 by sagecircle After we published Research consumer’s turn – How industry analysts can be better prepared for inquiries we received several suggestions about how we should give AR managers’ their turn. In this […]

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