• 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 […]

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 […]

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