• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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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