• Recent Posts: Influencer Relations

    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 […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

Vendor AR teams need to achieve balance between outbound and inbound interactions

One of the biggest mistakes that an analyst relations (AR) team can make when trying to influence an industry analyst is focusing too much on outbound communications (e.g., briefings) and not using inbound interactions (e.g., client inquiry) enough (click to enlarge graphic).

Analyst relations (AR) is typically interrupt-driven so it is easy to get caught up in responding to analyst requests and getting ready for the next briefing. Unfortunately, this leads to a situation where some of the most effective tools AR has are not taken out of the toolbox. To correct this problem, AR teams need to make it a priority to balance inbound and outbound interactions.

SageCircle suggests an interaction plan that creates a schedule based on internal and external triggers.  (We have details and a sample spreadsheet in the Online SageContent Library).  This allows you to easily review the balance of planned interactions for type, tier, and focus.  By creating this forward-looking plan you can better schedule your spokespeople, get ahead of critical briefing needs, and better utilize your contracted inquiries. 

SageCircle Technique:

  • Develop a strategy AR plan that includes targets for the mix of interactions
  • Create a planning calendar that lists out your Tier 1 analysts and planned interactions by month, balancing inbound and outbound
  • Capture all analyst interactions in your Analyst Relationship Management (ARM) application or other tool
  • Monthly review your previous three months of interactions to determine if you adhering to your mix targets
  • Adjust upcoming interaction types to adjust the balance of inbound and outbound

Bottom Line: One of the best ways to “get inside the head” of analysts is using client type interactions. Client interactions, especially inquiry, are also critical to impacting the top of the Analyst Hierarchy of Needs. By making the review of interaction mix a regular activity, AR teams can ensure they are using all the tools available to them.

Question: Do you have a ratio of inbound to outbound that you try to maintain? If so, what is your ratio? What process do you use to ensure that you are achieving your goals?

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One Response

  1. […] your emails along with other forms of communications to ensure you are maintaining the right mix of interactions (track using a commercial AR management tool like ARchitectTM or at least a homegrown […]

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