• Recent Posts: Influencer Relations

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

Teradata’s Katherine Knowles talks about her broader focus on third party influencers

TeradataOne of the sharpest thinkers about analyst relations (AR) is Katherine Knowles, long time AR honcho for Teradata. When Teradata was spun off from NCR last fall, Katherine got an interesting new title: Director of Third-Party Influencers. One of the intriguing aspects of this change is how Katherine includes academics into the mix of influencers.

In the seven-minute podcast Third Party Influencers-Analysts, Academics and Consultants, Katherine explains why Teradata combined analysts, academics and consultants into one group. Katherine also describes and provides examples of the resultant synergies.

You can download the podcast from iTunes or stream it from the podcast page.

This move by Teradata is similar to what SAP did when it morphed its AR program into “Influencer Relations.” Don Bulmer, SAP’s VP of Influencer Relations, has an interesting blog called Everyday Influence.

Bottom Line: AR executives and professionals need to think about how influence is evolving (see SageCircle’s Fog of Influence) within their markets. While in some markets, AR can focus on its traditional constituencies and remain relevant, in other markets AR will need to adapt to changes in the influence landscape. Even if you are swamped with today’s day-to-day activities, it is important for AR professionals to start this analysis both to keep their teams relevant and for career management.

Question: How do you think influence is evolving in the markets of current employer?

SageCircle can help you jumpstart your thinking with our free “AR Briefing: AR Trends and the Changing Analyst Landscape” (click to download the PDF). The briefing can fit into your regular AR team call or be used with your executives to kick off a project to evaluate the evolving influencer landscape. To arrange a free AR trends briefing, please contact Carter at 650-274-8309 or carter [at] sagecircle.com.

 

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