• Recent Posts: Influencer Relations

    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, […]

    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 […]

Quantifying the Impact of the Analysts on Sales

icon-dollar-euro.jpgI was speaking with a client at a small vendor who was not having any problems getting her executives’ attention and support for AR. Why? Her executives understand that the analysts’ impact a minimum of US$6-7MM sales per quarter. They know the dollar impact on sales because this AR manager diligently captures information about deal size when sales representatives call her for assistance. 

Another client asked me to review a PowerPoint chart he had created. It was a very powerful chart because, again, it showed the millions in revenues that started as analyst-related leads – in this case, over 20% of the company’s annual revenues. Similarly, this second client also has no problem getting executive attention and support.

Showing the dollars, euros, yen or pounds the analysts have their fingerprints on presents a very powerful business case to top-line focused executives – and these days, which executives are not revenue focused? Yet, when presented with this approach, many AR managers simply shrug and say that they could never get their sales force to provide them with this information. However, when we ask whether they get calls from upset sales reps or managers about deals negatively impacted by analysts, invariably they say “yes.” Bam! The light goes on that AR has been getting this data all along, but has not been capturing and using it. While this source of data is only the tip of the iceberg, it still serves as a powerful proof point.

SageCircle Technique:

SageCircle recommends that AR start a “Stage 1” program to systematically capture monetary impact whenever they are on the phone assisting a sales colleague with an analyst problem. Sales impact data to capture includes:

  • Prospect
  • Deal type
  • Deal size
  • Deal stage
  • Sales representative
  • Analyst
  • Analyst firm
  • Analyst impact (i.e., what was said, or what does the prospect think was said)
  • Date

Obviously this information takes very little time to capture and is needed anyway for AR to assist the sales representative. Keep a pad of paper next to your phone to record this information. Monthly or quarterly, AR can then put together a simple report or e-mail that communicates the impact of the analysts on sales. In this e-mail, AR can indicate whether or not the information is comprehensive, or a subset of likely analyst impact. These e-mails can also include best practices on how the recipients, whether executives or sales managers, can use these insights to generate additional revenues by leveraging positive analyst comments or mitigating negative ones.

The next stage (Stage 2: Advanced) of this technique is to create a formal information pipeline from sales about analyst involvement with prospects. Of course, this communication requires developing a relationship with sales, putting into place a process for information exchange and training the sales representatives to ask prospects about analyst usage in purchase decisions. This stage clearly requires more effort. However, if AR has been successful in its Stage 1 program, then it will be in a better position to obtain resources and cooperation for Stage 2.

Bottom Line: AR managers who are successful in obtaining additional resources are typically those who can demonstrate the monetary impact of the analysts on company revenues.  AR needs to put into place a program to capture, analyze and report on the analysts’ effect on leads and sales.

Question: Do you capture sales impact data? If no, why not?

 

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