• Recent Posts: Influencer Relations

    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 […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

AR-Sales Partnership [part 3]: Creating the plan

icon-dollar-euro.jpgWorking with Sales to leverage the analysts’ position in the marketplace to drive sales takes both processes and time. Therefore AR departments should generate a plan that looks at both the long term issues and day-to-day activities. The plan should clearly define goals and outline the programs and execution steps that will be taken to achieve those goals.

The AR-Sales Partnership Program plan will likely be four to 25 pages long. The amount of work required to create it will vary depending on how complex your AR and Sales situations are, what goals are to be achieved by AR-Sales Partnership, the expectations of your executives for this type of planning document, and the impact the IT analysts have on your market.

Your mileage may vary. As with all SageCircle templates and outlines, it is important to apply this outline to your specific situation. A common task is to remove sections that are not relevant to your situation or impractical to do.

SageCircle Outline for the AR-Sales Partnership Program Plan:

  1. Situation assessment
  2. Goals and objectives of the program (outcomes based, not activities based)
  3. Building the bridge to Sales
  4. Executives sponsorship
  5. Training the Sales organization
  6. Identifying analyst opinion relevant to Sales
  7. Communicating to Sales
  8. Handling inbound service requests from Sales
  9. Measuring success
  10. Rapid response process
  11. AR budget and headcount required
  12. Rollout phases, starting with a small pilot
  13. Calendar and milestones

Bottom Line: Every AR program looking to implement an AR-Sales Partnership should develop a plan. The effort put into developing this plan should be proportionate to the impact of the analysts and the AR resources available.

Question: Do you have a formal AR planning process? If you do, how will you incorporate the AR-Sales Partnership into it?

This post is part of a series about building the AR-Sales Partnership Program. In addition to this series, there are a number of posts with tips and tricks about preparing Sales for dealing with analyst influence on deals.

  1. AR-Sales Partnership [part 1]: It’s not about pushing out reports
  2. AR-Sales Partnership [part 2]: Building the bridge to Sales
  3. AR-Sales Partnership [part 3]: Creating the plan
  4. AR-Sales Partnership [part 4]: Rolling out a pilot program for a small group
  5. AR-Sales Partnership [part 5]: Edu-marketing to executives and sales reps
  6. AR-Sales Partnership [part 6]: Action items to launch a project

Are you intrigued by the idea of a strategic and practical AR-Sales Partnership program? SageCircle can help. Our strategists can:

  • Assist AR and sales teams develop an effective and practical AR-Sales Partnership program
  • Conduct targeted and succinct training for sales teams that provides only the critical skills and knowledge needed – not “nice to know” info that is not relevant to busy sales reps
  • Act as a “life line” when on-demand advice is needed on a critical sales deal that is being negatively impacted

SageCircle’s AR-Sales Partnership Plan Builder workshop is designed to help AR develop a detailed plan based on best practices quickly and eliminate wasted effort associated with the “reinvention of the wheel.” The workshop is a structure engagement complete with tools that help AR hit the ground running. Leveraging our research and experience as AR managers working with sales, we have a library of content, training and services that help vendor sales teams use positive commentary or mitigate negative commentary.

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

5 Responses

  1. […] Comments AR Sales Partnership… on AR-Sales Partnership [part 2]:…AR Sales Partnership… on […]

  2. […] Comments AR-Sales Partnership… on AR-Sales Partnership [part 3]:…AR Sales Partnership… on AR-Sales Partnership [part 2]:…AR Sales Partnership… […]

  3. […] on AR–Sales Partnership [part 4…john simonds on AR–Sales Partnership [part 4…AR-Sales Partnership… on AR–Sales Partnership [part 4…AR-Sales Partnership… on AR–Sales Partnership […]

  4. […] Comments AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR-Sales Partnership… on AR-Sales Partnership [part […]

  5. […] 2]:…Duncan Chapple on Gartner Q1 FY08 Earnings – No …AR–Sales Partnersh… on AR-Sales Partnership [part 3]:…AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR-Sales Partnership… […]

Comments are closed.

%d bloggers like this: