• 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 […]

Ask your customers about their use of the analysts when they are guest speakers at the annual sales kickoff

icon-dollar-euro.jpgFrequently vendors will have customers participate in their annual sales kick off meetings in a panel or interview format. These are great opportunities to ask the customers how they use the analysts. Sometimes the customer will say something that will provide sales reps – and your executives – with an “ah ha!” moment like here.

SageCircle Technique:

  • Inquire with the team putting together the agenda for the annual sales kickoff to identify customer speaking sessions
  • Talk to the sales representatives whose customers are guest speakers about the customers’ known utilization of the analysts,
  • Gather the customer’s perception of the analysts, firms used, impact on purchases, and future analyst plans if at all possible.
  • Collaborate with the person moderating the panel or interviewing the customer about adding a few simple questions about analyst usage based on the expected answers
  • Capture the customers’ remarks to use for planning, training and budget justification

Bottom Line: There is nothing that demonstrates the influence of the analysts better than having your customers describe how they use the analysts.  However, be prepared with the right questions, to get expected answers, and don’t leave things to chance. 

Question: Do you have an AR-Sales Partnership Program? Do you attend your company’s annual sales kickoff meetings?

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