• Recent Posts: Influencer Relations

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    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 […]

Who are you? Analysts better make sure they are in the AR databases.

icon-tools.jpgHow do AR teams get the information for building and ranking analyst lists? How do they know the people claiming they are analysts really are analysts? In many cases, the AR professional will look it up in a commercially available AR database or contract with an AR services firm that has analyst list creation product.

Are you in the database? Is the information accurate?

One of the important AR tools that AR teams have is their trusty Analyst Relationship Management application (ARM tool, think CRM specifically for AR) or standalone analyst database. The reason why these tools are so valuable is that the database is maintained by the vendor, saving AR the grunt work of tracking an ever changing universe of analysts.

AR teams use the electronic directories all the time to create new or to refresh existing analyst lists. Just go into ARM’s analyst search function, use filters like coverage or geography and bingo! a list of analysts is generated. If the AR manager has bandwidth and are so inclined, they will do some additional research. However, if they are pressed for time, then they simply go with the list from analyst database. A consequence of this is that if an analyst is not in the analyst database or the information is not up-to-date, then a relevant analyst might be left off of the list. Sorry about that.

Another way AR generates or refreshes analyst lists is by using services from dedicated AR firms or major PR firms with dedicated AR practices. For example, my team at my former employer used the Analyst Strategy Group (ASG). Why should I use an outside service if I clearly have the skills and access to ARinsight’s Architect ARM? Well, it was because I wanted a fresh set of eyes looking at a list or I wanted additional research done and I didn’t have the time.

These databases are used in real time to vet callers as well. An ARM or analyst database is a great resource when AR gets e-mails or calls from individuals they don’t know claiming to be analysts, especially if they are asking for sensitive data. If the firm and the individual are not in the ARM or analyst database, the AR professional will likely politely tell them that they cannot respond to their request.

Tekrati’s Barbara French made an interesting point in an e-mail exchange over an earlier version of this post: “Your post touches on an important topic: Analysts need to manage their own reputation.  Many research companies are unwilling to invest in promoting their research bench beyond their own client/partner base.  I understand what’s driving this trend, but on the other hand, I can only recommend analysts I know about.”

Databases

AR service providers that do analyst list creation

Editor’s Note: A version of this post was originally posted on Carter’s former employer AR blog.

Bottom Line: SageCircle’s advice to analysts, especially at boutiques and single practitioners, is to make sure your firm and your personal data are in the AR databases and known to the AR services vendors.

Question: AR teams – Which tools or databases do you use to track the changing analyst landscape?

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