• Recent Posts: Influencer Relations

    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 […]

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    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 […]

AR Strategic & Tactical Plan – The Intersection of Many Activities

As is often the case with blog posts, I scan the AR profession and SageCircle’s client work to determine “What’s hot” – i.e. the common theme running though our engagements and inquiries. This time the issue is the AR Strategic & Tactical Plan.  We encounter planning issues when starting an AR Diagnostic; it often comes up in an inquiry or when planning training by saying “Let me see your AR plan”; and clients reviewing our research will exclaim, “This should be incorporated into my AR plan.”   It is significant that we are seeing Strategic & Tactical planning take precedence in practitioners’ minds.

This emphasis is not surprising since AR is an activity-intensive function with scheduled and unscheduled events spread throughout the year. The slowing economies in many countries heighten this emphasis by placing pressure on AR programs to prove their value.  As AR programs take up this challenge and pursue strategic goals such as “Arming Sales to Close Business”, their need for tighter planning increases.  Unfortunately, in performing AR Diagnostics with clients or prospects, we often find that clients answer “No” to the majority of questions in the AR Planning section while answering “Some” or “Yes” on other sections such as “Responding Rapidly to Critical Analyst Opinion.” This is putting the cart before the horse. For example, we know that AR programs will find it more difficult to develop an effective measurement program to prove their value and build a case for executive investment if they don’t have a solid plan that helps them identify what data needs to be collected in the first place.

Another trend that is putting pressure on AR teams to have a good AR Strategic & Tactical plan is the rise of social media like blogging, Twitter, social networks and so on. Social media should be an additive set of communications tools that needs to be incorporated into an overall mix of interactions, not something “special” or separate. If social media is not part of the AR plan, then it can become “random acts of analyst communication” that might drain resources from more appropriate activities or forms of communication. On the other hand, social media that is part of an AR plan can be a powerful communication strategy that make the AR team more efficient and effective.

SageCircle Technique:

When starting the AR planning process, here are some questions that AR teams need to answer: 

  • What are your AR program goals, and how do they fit into overall corporate goals?
  • What results do you plan to deliver, and how will they be measured?
  • What analysts are you targeting, and why?
  • What programs will you execute? How do they integrate with your calendar of activities?
  • What are the types of interactions you plan on including in your toolbox?
  • What resources (including headcount) do you need to accomplish AR’s goals?

Bottom Line: IT and telecommunications industry analyst relations (AR) should be a professional discipline with measurable business value and repeatable results. Consequently, AR programs require robust planning. Having a solid AR plan will give AR teams the framework for more effective, efficient and consistent execution.

Question: Do you have an AR plan? If the answer is “No,” why is that?

One Response

  1. […] Posted on December 12, 2008 by sagecircle Analyst relations (AR) teams that are building their AR Strategic & Tactical Plan need to have insights into what critical analysts are planning to publish over the next few months. […]

Comments are closed.

%d bloggers like this: