• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    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 […]

Notes on managing your budget in a recession — SageCircle’s Coffee Talk

icon-budget-cuts-105w.jpgOn Tuesday April 1 SageCircle conducted a web-based Coffee Talk around the potential impacts of budget cuts and how AR teams can best handle them.  We began with a few slides to review the techniques for managing a budget and then opened the session to questions from the participants.

Often when resources are trimmed certain areas experience across-the-board and significant cuts.  While some of these areas can be quick to recover in the future analyst relations is generally not one of them.  Developing relationships that can truly provide a positive revenue impact takes sustained effort over time.  Once your program begins to slip the effort required to get it back on target can be very large and long.  We have seen programs take years to recover, if at all.

A quick poll showed that about half of the people had already seen some budget restrictions or were expecting them.  Our introduction suggested ways to proactive deal with budget issues rather than accepting an across-the-board cut.

Focus and Innovate

  • Review charter, mission, objectives and current spending patterns to see if you are spending on the right activities or are being charged for things that rightly belong to other departments.
  • Find ways to reduce costs for events while improving the impact
  • Shift sponsorships to the lead generation group

Analyst Contracts

  • Review services and cut underutilized activities
  • Use boutiques or less expensive firms where appropriate
  • Shift to less expensive services such as using inquiry in place of some analyst consulting days
  • Shift “pet” analysts to sponsoring executives

The participant questions included:

  • What do you mean by refining the charter, objectives and priorities?
  • How do we prove the ROI of AR?
  • What do you mean by “deep dive?”
  • Won’t the analysts think less of us if we do not hold our annual analyst conference at a nice resort?
  • Won’t the analysts get angry if we cut our spending with them?
  • Won’t we annoy the analysts if we transfer analyst conference sponsorships to the field marketing people who decide not to sponsor a conference?
  • How can inquiry substitute for SAS?

Bottom Line: Budget restrictions can be an opportunity to review your current programs and find different and perhaps better ways of meeting your goals. 

Question: AR Teams: Are you facing budget restrictions?  How much control do you have in allocation those resources?

Our next Coffee Talk will be May 7.  See the link on the website for more information and to register.

Want more information on budget planning? SageCircle can:

  • Review your AR goals and objectives
  • Assist in creating a balanced scorecard for metrics and ROI
  • Provide advice on more efficient ways to conduct analyst events and briefings

SageCircle AR Diagnostic Mini-WorkshopA SageCircle Strategist can conduct a free SageCircle AR Diagnostic and provide you with a concise analysis of your program.

Click here or on grahic for SageCircle’s AR Diagnostic Mini-Workshop brochureIt’s free, it’s fast and it’s easy. 

Contact us at info [at] sagecircle dot com or 650-274-8309 for more information about how SageCircle can help take your AR program to the next level.

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