• 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 […]

Gathering data for measuring analyst impact on sales

AR Metrics & MeasurementSageCircle research shows that overall analysts have a significant impact on IT buyers.  However,  each vendor in the community often has only a general perception of how much the analysts have an impact on their sales. Often, the perception is formed more by anecdotal information than systematic research, with stories filtering up from individual sales representatives about analysts negatively influencing deals. Vendors that do systematic research on analyst influence discover the broad and deep influence, both positive and negative, that the analysts have on deals. Analyst relations (AR) teams with a goal to become more strategic should institute a formal program for gathering sales impact data. 

Unfortunately, it is not a simple task to gather sales impact data. If it was easy, then everybody would already be doing so. There are many factors that contribute to the difficulty in gathering sales data including:

  • Multiple types of data
  • Multiple potential sources of data
  • Multiple points within a sales cycle when an analyst could impact a deal
  • Lack of institutional relationship with the company’s leads management and sales teams
  • Lack of skills
  • Lack of formal measurement plan
  • Lack of bandwidth to do the work

While there are these barriers, none of them are so difficult to overcome that AR should not even try to institute a sales impact data program. By taking a phased approach, AR can start the process and add to it over time.

SageCircle can make it easy for AR teams to jump start an sales impact measurement program, either as a stand-alone effort or part of an AR-sales partnership program. We have plan builder workshops, best practices, SageToolsTM, examples and advice ready to help you launch an easy-to-manage program. Give us a call at 503-636-1500 or send an email to info [at] sagecircle.com to arrange a briefing.

SageCircle Technique:

  • Develop a measurement plan to gather sales impact data
  • Gather anecdotal data points from sales representatives who are calling AR for support
  • Identify which leads were generated by analyst commentary by adding questions to the leads qualification script used by the leads management function
  • Use analyst firm account executives to gather information from your Tier 1 analysts
  • Survey the analysts directly on how often they influence sales opportunities
  • Poll your customers, clients, and prospects on how analysts influence their purchasing decisions
  • Add questions about analyst influence to your win-loss analysis process
  • Track sales impact data in analyst relationship management applications like ARchitectTM

Bottom Line: Measuring analyst impact on sales is critical for AR programs to establish credibility as a corporate strategic initiative and to garner additional resources.  No single metric definitively proves analyst impact on company revenues.  Therefore, AR must develop a portfolio of metrics that is both practical to collect and focused on the right measures.  AR teams should select metrics that approach issues from different angles and fit their stage of AR Effectiveness-Typical, Advanced, or Leading Edge.

Question: Do you have a formal measurement programming for gathering sales impact data? If no, why not? If yes, what types of data do you gather and how?

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