• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    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 […]

Operational framework: The 5 I’s of Analyst Relations

In the bustle of daily activities, it is sometimes hard for analyst relations (AR) managers to keep their teams focused on their key operational activities. SageCircle created the 5 I’s of Analyst Relations to provide an easy mantra of essential activities. The 5 I’s are:

  • Identify — The Most Influential Analysts
    • Ranked and tiered analyst list(s)
    • Continuous research on the analysts’ coverage
  • Interact — In the Correct Ways
    • Mix of one-to-one, one-to-many, none-to-many types
    • Mix of briefings, SAS, relationship meetings and client inquiries
  • Information — Most Appropriate in Correct Context
    • Analyst needs are different from sales, press and investors
    • Supports three forms of analyst research delivery
  • Improve — The Relationship Continuously
    • Become part of the analysts’ informal research network
    • Achieve strategic connection with the top Tier One analysts
  • Infrastructure — The Right Tools and Processes
    • Organization, processes, management and staffing
    • Portals and ARM-analyst relationship management application

Obviously, getting up every morning and chanting “Identify Interact Information Improve Infrastructure” ten times will not ensure a smooth operating AR function. However, thinking about these 5 I’s in key situations will improve your efficiency and effectiveness.

An example – An AR professional get a call from an unknown analyst at an unknown firm asking for information and a briefing. AR’s normal customer-centric approach, reinforced by being too busy to think, would be to agree to the briefing. However, if the AR professional is operating by “Identify – the Most Influential Analysts” they would likely say “Sorry, can’t help”.  This is because it is unlikely that a relevant and influential analyst would be totally unknown to them. At a minimum, the AR professional would at least investigate the relevance of the analyst before committing to spending precious AR bandwidth and executive time agreeing to respond.

By maintaining a ranked and tiered list of the key influencers in their market an AR team can quickly determine how to react to analyst requests.  This allows them to allocate their time and political capital with executives to the analysts that matter.

Are you confident that you are focusing on the right activities? If not, you should consider attending SageCircle’s AR Effectiveness Seminar (brochure, click here to register) or subscribing to the Online SageContentTM Library (click here to learn more and subscribe). Even if you are an experienced AR pro, attending a seminar can help you brush up on your knowledge about the analysts and AR best practices.

SageCircle Technique:

  • Use the 5 I’s as a filter for the AR to-do list

Bottom Line: Because AR is very interrupt driven it is useful to have an operational framework that makes it easy to keep focused on key priorities. The 5 I’s of AR is a straightforward set of operating principles that AR teams should adopt.

Question: Do you have a similar operational framework? How is it different from the 5 I’s of AR?

One Response

  1. […] AR is committed to the first of The 5 I’s of Analyst Relations, “Identify”, and the team has developed a standardized process for ranking and tiering […]

Comments are closed.

%d bloggers like this: