• 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 […]

THE TOP 5 Common Mistakes that Analyst Relations Programs Make

5.  Vendors approach analysts with an undifferentiated message and lack of thought in their vision and strategy.

Downside – why should an analyst pay any attention to a boring, me too vendor, especially if the market is crowded and fragmented?

4.  Vendors use the same approach used for all analysts and all firms. Some firms have very bureaucratic briefing request procedures while others permit vendors and PR firms to call the analysts directly. Market researchers need numbers while advisory analysts provide customer success stories. Some analysts are very structured in the information they want and the briefing structure while other analysts even at the same firm are very informal.

Downside – analysts are narcissistic prima donnas who want to do things their way. Vendors who ignore basic differences between analysts and firms run the risk of irritating the analysts, not providing needed information and wasting the analysts’ time.

3.  Vendors provide the wrong type of information, not supporting the methods the analysts use to communicate with end users. This problem is especially common with product companies run by engineers who are totally in love with the features and functions of their products. These vendors only want to talk speeds-and-feeds and ignore the more important types of information that analysts need. Downside – vendors can miss impacting an analyst’s verbal communication in a client one-on-one by providing only the facts and figures used in written research. 

2.  Vendors obsess with conducting formal briefings instead of using a mix of interaction types. The formal briefing is the most expensive interaction in terms of effort and the most difficult way to interact with analysts.

Downside – AR programs miss the opportunity to interact more effectively with analysts by ignoring other interaction avenues like client inquiries, deep dives, analyst consulting days, social events and so on.

1. Vendors lack a methodology for creating and managing analyst lists (aka analyst groups in ARchitect). AR programs target the wrong analysts because:

  • They don’t have analysts with the right coverage on their lists
  • They talk to analysts with business models that do not fit their AR or corporate objectives
  • They have too few or too many analysts on their lists
  • They do not rank and tier their analysts so they can concentrate on the most important tier 1 analysts
  • They have a one-size fits all list instead of breaking it out by product lines

Downside – Talking to the wrong analysts is a waste of time with the huge opportunity cost of missing the analysts who could actually impact your company.

SageCircle Technique:

  • Review your AR program to determine whether you are guilty of any of these common mistakes
  • Consider doing a free SageCircle AR Diagnostic to obtain a systematic review of your program

Bottom Line: Many AR programs suffer the same mishaps regardless of the company type: software, hardware, services or Internet companies. AR staffs need to look seriously at their programs to see if they fall prey to these mistakes. Then they need to ruthlessly root out the practices that lead to these mistakes.

Question: AR Teams – Do you perceive that your program is not firing on all cylinders, but do not know why?

2 Responses

  1. […] was reading his recent blog on The Top 5 Mistakes that A/R (un)Professionals make (I added the UN to include me), and came across this the line in title, about narcissitic prima […]

  2. […] was reading his recent blog on The Top 5 Mistakes that A/R (un)Professionals make (I added the UN to include me), and came across this the line in title, about narcissitic prima […]

Comments are closed.

%d bloggers like this: