• Recent Posts: Influencer Relations

    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, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Why analysts matter – “I get asked daily in one medium or another who to buy”

Some analyst relations (AR) managers are lucky in that their executives really get the analysts and their impact on the vendor’s leads and sales deals. Alas, not all AR professionals are so lucky. However, there is a resource to use to educate* executives about the impact of the analysts – the analysts’ own words. For example, here is a throwaway line by Forrester analyst Jeremiah Owyang in Starting the Forrester Wave: White Label Social Networks and Community Platforms:

          “I get asked daily in one medium or another who to buy”

Jeremiah is very good about keeping vendors and end-user clients alike up-to-date on what he is working on via his blog posts. This particular line was not bragging, but explaining one purpose of the Forrester Wave, which is to help technology buyers develop their short list of vendors to invite to a bid. Because it was not the main purpose of the post, I think that makes it even more powerful education tool as it shows that analysts with end-user advisory firms like AMR Research, Forrester and Ovum (oh, and of course Gartner as well) take for granted that they influence buyer decisions in ways large and small.

Side note – For those AR managers who are still skeptical about the value of reading analysts’ blogs, this particular post illustrates that you can get important insights into an analyst’s work-in-progress via a blog post.

SageCircle Technique:

  • AR professionals – Ask your analysts at every chance for stories about how they influenced sales deals
  • Vendor sales teams – Ask your prospects and customers if they use analyst commentary when building short lists or otherwise use analyst advice during a sales cycle

* Need assistance educating your executives about the impact of the analysts? SageCircle’s Executive Briefing series can be a powerful tool for getting executives to that “ah ha!” moment that leads to greater support for AR. To learn more about available topics and purchase a briefing conveniently using a credit card, please visit the Executive Briefings page on the SageCircle website.

Bottom Line: The words of the analysts can be useful when it comes to educating your colleagues. Make it a habit to ask analysts about examples of their impact on short lists and sales deals.

Question: Do you try to educate your executives by using examples of analyst impact on sales, whether using real examples from your sales force or leveraging stories from the analysts?

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3 Responses

  1. Thanks Carter, insightful.

  2. Thanks Jeremiah. I and other AR professionals appreciate your candor and openess about how you conduct research and what you are working on. Keep up the good work.

  3. […] Why analysts matter – “I get asked daily in one medium or another who to buy” […]

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