• Recent Posts: Influencer Relations

    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 […]

    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 […]

Published research is only the tip of the iceberg

By Carter Lusher, Strategist

One of the worst things that can happen to a vendor sales representative or a vendor executive is being blindsided by a piece of information that they did not know existed – but should have known. It makes them look uniformed and out of the loop, and can negatively impact the interaction they are currently conducting. Unfortunately for AR teams, industry analyst commentary is a prime source of “gotcha” moments for their companies’ sales representatives, CEOs, CFOs, and the PR staff.

It does not have to be that way. AR programs must work to monitor analyst opinions and commentary and provide relevant, near real-time actionable advice to impacted groups. Unfortunately, when it comes to monitoring analyst opinions, too many AR teams only capture published research notes and press quotes. As the graphic illustrates (click to enlarge), these two forms of analyst opinion are only the tip of the iceberg. There are a number of ways (see list below) that analyst opinions get into the marketplace with more being invented on a seemingly regular basis. 

The problems associated proliferating communications platforms are compounded by most AR teams’ lack of formal analyst opinion monitoring programs and measurement strategies. As a consequence, AR could be spending too much time on some measurement and insufficient or no effort on critical opinion pipelines.

Table: Potential Analyst Communications Platforms

  • Spoken word
    • Client inquiries and event 1-on-1s
    • Calls with reporters
    • Analyst consulting days
    • Sales calls by analysts and firm sales reps with tech decision makers
  • Formal publication
    • Firm research papers
    • Firm press releases
    • Quotes in the press
    • Columns in trade publications
    • Commissioned white papers
    • Commissioned marketing newsletters
    • Reprints on competitors websites
  • Speeches
    • Firm event speeches
    • Firm teleconferences
    • Industry event speeches
    • Vendor customer conferences
    • Vendor marketing webinars/seminars
  • Social media
    • Blogs, firm or personal
    • Micro-blogging (e.g., Twitter)
    • Comments on blogs
    • Podcasts
    • Vodcasts
    • Social networks

No doubt some readers are scoffing at the notion of analysts at major firms or analysts that cover big iron using Twitter or Facebook as a daily tool. It is true that many markets are covered by entrenched analysts who have decades of experience in the industry and at their analyst firms. For these old lions, social media is often considered a joke, a toy. However, those decades of experience mean that they are closer to retirement each day. I remember the days not so long ago when CIOs had their secretaries print out their e-mails and then type in their hand written responses. No longer. Now many CEOs of Fortune 500 companies are avid e-mail users. So attitudes toward new forms of communications can and will change. The next generation of analysts, regardless of markets they cover, will likely already be users of social media when they join firms. These new analysts will expect to use social media and that will change their firms and the analyst landscape.

SageCircle Technique:

  • Develop a measurement strategy, at least as a high level outline
  • Develop an analyst opinion monitoring program that includes relevant analyst blogs
  • Investigate existing internal or contracted resources for tracking analyst blogs and other forms of social media. These resources could be in PR, marketing, brand management or competitive intelligence.
  • Ask your top analysts periodically about their use of social media and how it is changing. Revise your plan according to new intelligence 

Question: AR teams – Do you have a formal analyst opinion monitoring program that is part of an overall measurement strategy?

Bottom Line: Because it would not be practical for AR teams to monitor all of forms of analyst opinion communication, having a plan will be critical for prioritizing work. In addition, AR teams will likely need to outsource some or all of the work of compiling and analyzing opinion data.


3 Responses

  1. Looks like a slide I’ve been using for my AR spokesperson training for the last 6 years🙂

  2. Great minds work alike. I’ve been using variations of the iceberg theme for years as well.

  3. […] Published research is only the tip of the iceberg […]

Comments are closed.

%d bloggers like this: