• 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 […]

AR-Sales Partnership [part 5]: Use edu-marketing to drive participation

icon-dollar-euro.jpgOk, you have successfully launched your AR-Sales Partnership Pilot Program. Now you sit and stare at the phone waiting for these selected sales reps to call you asking for help. And you wait. And you wait. And you…

A fact of corporate life is that sales representatives are completely interrupt driven and often will not remember all the tools that are available to them. As a consequence, AR needs to drive participation until the sales reps get into the habit of using AR’s support services. This will be critical to the success of your pilot program and will require resources when you extend the program to the entire sales force.  A technique we suggest is an edu-marketing campaign that uses marketing techniques to educate the Sales team about the AR-Sales Partnership Program.

The AR edu-marketing campaign is similar to the program AR uses to influence the analysts. It should use a mix of techniques in an ongoing program of interactions. The campaign should use repetition and multiple touch-points to get information across to the sales force. As you go through the pilot stages you should consider and begin planning for the needs of the entire sales force. The audiences will need to be be segmented with different information and messages depending on their particular point-of-view (e.g., executives, sales specialists, regional sales managers and so on).

Bottom Line: This might seem like one more task AR should do but probably won’t.  The reality is that it is an investment and not an expense – and it is critical to the success of both your pilot and ultimately your entire program. By investing the time and effort to raise awareness about the AR-Sales Partnership Program, which should take only a few hours per month, AR can position itself much more strategically with the sales organization. This can lead to more cooperation from sales colleagues when AR needs examples of analyst impacts on sales deals.  These will be needed as you expand the program and will be requesting more investment in AR from executives.

Question: Are you in the habit of using edu-marketing to drive awareness about AR and the impact of the analysts?

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 1…Don Bulmer on What is the definition of…sagecircle […]

  2. […] Comments AR–Sales Partnersh… on AR-Sales Partnership [part 5]:…AR Sales Partnership… on AR-Sales Partnership [part 3]:…AR Sales Partnership… […]

  3. […] Comments AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR–Sales Partnersh… on AR-Sales Partnership [part 5]:…AR Sales Partnership… […]

  4. […] Partnersh… on AR-Sales Partnership [part 3]:…AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR–Sales Partnersh… […]

  5. […] Partnersh… on AR-Sales Partnership [part 6]:…AR-Sales Partnership… on AR-Sales Partnership [part 5]:…AR-Sales Partnership… on AR-Sales Partnership [part 3]:…AR Sales Partnership… […]

Comments are closed.

%d bloggers like this: