• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    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-Sales Partnership [part 6]: Action items to launch a project

icon-dollar-euro.jpgIn the past several posts we have discussed key ideas of building a bridge to sales and how to start a pilot program.  Now that you have decided to launch your own AR-Sales Partnership program, you need a plan that lists the action items you need to complete.

SageCircle Technique:

  • Educate yourself so you know all your options and have a solid background to explain to others
  • Obtain buy-in from your manager or executive
  • Build the bridge to Sales starting with exploratory meetings
  • Generate a draft plan (this will be an iterative process)
  • Identify a pilot group which will support the plan
  • Develop and document processes and policies
  • Develop your training content and collateral
  • Launch the pilot (official or skunk works)
  • Harvest the pilot experiences and adjust your plan, processes, and policies
  • Harvest sales data points for proving the ROI of AR
  • Harvest intelligence about which influencers are most used by prospects
  • Review the pilot with the participants to understand their level of support
  • Make a Go/No Go decision with your management for full rollout
  • Obtain additional resources if necessary
  • Stage the broad roll out in phases, monitoring progress

Bottom Line: The AR-Sales Partnership is a powerful tool for analyst relations teams to deliver real business value to their companies, while gathering critical data to help with prioritizing AR’s efforts. While a significant amount of work, an AR-Sales Partnership can pay off by improving the perception of AR from being a cost center to performing a strategic function that drives top-line revenue growth.

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

 

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