• 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 […]

How third parties can help with data collection

AR Metrics & MeasurementAs was mentioned in Out-tasking AR Activities, measurement work is a prime candidate for out-tasking. There are various firms that can assist AR programs with measurement program design, gathering, and analyzing data. Some examples include: 

Measurement program designSageCircle has proven intellectual property and templates to help AR teams set up practical and effective measurement programs.

ARchitectTM ARinsights‘ collaborative application and integrated database makes data collection, querying, and reporting easy. AR practitioners can accomplish in seconds what used to take hours of manual effort. SageCircle strategists are experts in how to leverage ARchitect as part of a measurement program.

Spoken Word Audits A variety of firms provide services which are similar to SageCircle’s suggested technique for Spoken Word Audits. The Spoken Word Audit uncovers what analysts are saying about your products/services to end-users during one-on-one inquires so you can gauge how well the analysts understand your messaging and market positioning.  It is also a tool to learn what they see as your strengths, weaknesses, and opportunities vis-à-vis competitors.  The Spoken Word Audit Program also includes performing analyst surveys at regular intervals to track and report on an AR program’s performance over time. SageCircle strategists can provide background and tools on this technique if you want to do them in-house or discuss the firms that offer this service.

Written Word Audit – A variety of firms offer Written Word Audit services. Written Word Audits measure analyst perceptions of your company relative to competitors as expressed through their written communications such as research, publications, or published quotes.  These are analyzed using three key factors-exposure, focus and perception-to determine relevance and net impact of the written word.  The Written Word Audit Program also includes performing analyst surveys at regular intervals to track and report on an AR program’s performance over time. SageCircle strategists can provide background and tools on this technique if you want to do them in-house or discuss the firms that offer this service.

AR Strategic & Tactical Plan Builder Workshop – SageCircle’s intensive one or two-day workshop develops, prioritizes, and defines actionable and measurable AR goals, aligned with corporate goals, and focused on meaningful, measurable business results.  This workshop lays the groundwork for an extensive measurement plan.

Bottom Line: AR staff has to be ruthless about managing its time. If budget is available, labor-intensive activities like gathering data for measurement programs should be turned over to contractors or your PR firm. However, monitoring and supervising these outside resources is a critical success factor for out-tasking and should be part of the overall AR plan.

Question: Have you out-tasked measurement data collection? If so, what do you think of your third party service provider?

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