• Recent Posts: Influencer Relations

    Analyst Relations Value Forum to discuss Tragic Quadrant

    Analyst Relations Value Forum to discuss Tragic Quadrant

    The IIAR has updated its Tragic Quadrant, which ostensibly ranks the ten top analyst firms in terms of impact, relevance and ease of doing business with. Earlier posts have mentioned the weaknesses of both the Quadrant and the underlying method. The IIAR’s 2017 top ten drops PAC, the fifth most valuable analyst firm. Crisp Research, ESG and Machina (Gartner’s IoT […]

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    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, […]

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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