• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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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