• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

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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