• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    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 […]

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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