• 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 […]

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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