• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

AR Measurement – Moving beyond operational metrics

AR Metrics & MeasurementWithin one week, we received inquiries from two different AR-savvy clients about the measurements and metrics they should employ to track activities and benchmark progress against stated goals.  Both clients realized their existing measurement programs – primarily focused on counting AR activities and written research and press quote mentions – were not capturing the full picture of AR activities and effectiveness.  Therefore, the clients were unable to communicate effectively AR’s impact on sales to executives. 

First, before diving into what measurements and metrics to track, clients need to define performance vs. operational metrics.  Performance metrics measure AR’s progress against strategic results such as trends in analyst opinions by market, product, etc. or number of sales opportunities supported by the AR team.  Operational metrics, on the other hand, measure AR’s utilization and productivity against plan.  Some examples include briefings, inquiries, roadshows, summits, etc. and volume of analyst research publications tagged and monitored. 

Second, clients must examine the company’s overall performance goals and then define the AR goals needed to achieve these objectives.  For example, a company-wide performance goal might be to launch successfully two new products that help the vendor become an enterprise-wide player.  A supporting AR goal might be to build market awareness of the new products and the firm’s new status as an enterprise-wide player through hosting a series of ‘new product vendor briefings. 

Third, once clients distinguish between performance and operational metrics and examine their company’s performance and operational goals they should determine the AR performance and operational goals needed to support these objectives.  These will need to be added to the implementation plan for their “Strategic and Tactical Plan (STP).”  The STP plan plots these AR goals on a timeline, detailing the underlying activities required to achieve them. 

For an example of a Strategic and Tactical Plan, Online SageContentTM Library clients should look up The Analyst Relations Strategic and Tactical Plan Outline and Strategic and Tactical Plan Template.  SageCircle Advisory clients are encouraged to schedule an inquiry to discuss the Strategic and Tactical plan process, obtain best practices and plan templates, and arrange for future review sessions on the draft AR plan.

The number of underlying activities reported will be based on targets set in the AR Strategic and Tactical Plan.  For example, if an AR team tells an executive that it conducted 30 briefings in Q1 without comparing this number to the overall target, then it provide little insight into program efficacy.  However, if the AR team reports this number against the target, then it provides valuable insight into execution efficacy.

Fourth, with the AR team goals defined and a plan in place to achieve them, the team now is ready to begin selecting measurements and metrics based on additional considerations such as:

  • Methods for collecting the data (include current applications)-Data should be relatively easy to collect
  • The mix of different metric types-Data should be ‘sliced and diced’ from different angles using varied metrics
  • Reporting results by a balanced scorecard-Data easily should be feed into an balanced scorecard with both performance and operational metrics for effective reporting
  • The process for providing easy-to-read appropriate metrics to executives

To learn more about how SageCircle can help you develop a practical AR measurement and metric program, please contact us at 650-274-8309.

SageCircle Technique:

  • Define performance vs. operational metrics, understanding their distinct goals
  • Capture corporate performance and operational objectives, and determine how AR goals fit into overall company strategy
  • Lay out the AR Strategic & Tactical Plan for achieving AR strategic and operational goals, with supporting activities defined against a timeline
  • Develop an integrated balanced scorecard with distinct metrics for strategic performance and operational excellence, including practical data collection strategies.

Bottom Line: Too often, AR focuses its measurement program on activity tracking, written research, and press quote mentions.  While these metrics are useful, they do not provide a complete picture of AR effectiveness, especially the monetary impact of AR on company’s sales.

Question: Do you have an AR measurement program? If yes, does it distinguish between performance and operational metrics? If yes, is it an integrated part of your overall AR plan?

6 Responses

  1. […] current measurement and metrics to determine whether operationalmetrics are given more emphasis than performance metrics. If yes, refocus the measurement efforts on […]

  2. […] and press quotes). This is never the best approach even in the best of times, as we state in moving beyond operational metrics.   However, during a recession it can be fatal as it sends the message that AR is a boring […]

  3. […] given primary weight in an AR measurement program. Rather AR should develop a program that balances performance and operational metrics within the context of the AR strategic and tactical plan. While more work, this approach will do a […]

  4. […] current measurement and metrics to determine whether operational metrics are given more emphasis than performance metrics. If yes, refocus the measurement efforts on […]

  5. […] current measurement and metrics to determine whether operational metrics are given more emphasis than performance metrics. If yes, refocus the measurement efforts on […]

  6. […] Comments Executives care abou… on AR Measurement – Moving …Bullish China … on Twitter Directory –…Jeremiah Owyang on It’s in the AR plan […]

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