• Recent Posts: Influencer Relations

    Analyst Relations Value Forum to discuss Tragic Quadrant

    Analyst Relations Value Forum to discuss Tragic Quadrant

    The IIAR has updated its Tragic Quadrant, which ostensibly ranks the ten top analyst firms in terms of impact, relevance and ease of doing business with. Earlier posts have mentioned the weaknesses of both the Quadrant and the underlying method. The IIAR’s 2017 top ten drops PAC, the fifth most valuable analyst firm. Crisp Research, ESG and Machina (Gartner’s IoT […]

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    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, […]

How does one become an analyst? [AR Practitioner Question]

question-mark-graphic.jpgAt a recent client meeting we got an interesting question: How does a person become an analyst? Is there certification? A test?

At this time the requirements for becoming an analyst consist of ownership of a laptop, cell phone, business card and an opinion. A website and / or blog are nice, but not required. There are no educational requirements, no state certifications, no tests to pass, no professional licenses to acquire, no World of Warcraft guilds to join, or secret handshakes to learn. Direct experience as a vendor or end user is not a requirement either as firms hire people straight out of collage and even outside of the tech industry as well.

Obviously, an individual has to be smart and insightful to be successful as an analyst. But to become an analyst one only has to be hired by a firm or hang out one’s own shingle.

While this statement produces chuckles and rolling of eyes in AR training or meetings with clients, there is both a serious issue and a real opportunity for AR teams in this reality. The issue is the amount and type of education – with deep and broad context as well – that an AR team has to provide new analysts who do not have direct experience in the markets they are covering. The opportunity is that vendors that invest appropriate effort into helping new analysts become well educated about a market reap the benefits of relationship building and therefore analysts that potentially buy into the vendor’s perspective.

SageCircle Technique

  • Consider an analyst’s official bio as only the starting point for understanding their experience
  • Reach out to new analysts via inquiry to learn more about their background and direct experience
  • Suggest – diplomatically – to new analysts with little direct experience that your company would be very happy to provide extensively background briefings on the market as well as your company

Bottom Line: Not all analysts start off knowledgeable and experienced in the markets they cover. AR teams that quickly identify new analysts with minimal industry experience can position their companies well with these analysts by proactively investing in the analyst’s education.

Question: Have you ever been surprised by how little a new analyst knows about your market? Were you further surprised by the analyst’s lack of direct experience?

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