• Recent Posts: Influencer Relations

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    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 […]

When calculating impact sales impact, remember analysts impact multiple vendors on the same deal

AR Metrics & MeasurementThere are many examples of analyst impact on specific sales opportunities. It is important to note that most examples show the impact on only two vendors: the focus of the example and their competitor in the deal.  The example usually demonstrates a vendor that lost a deal through negative analyst commentary as contrasted to the vendor that benefited from that commentary. 

This is an important point that is easily overlooked. Analyst relations (AR) teams that are gathering sales impact data should also consider gathering information about how analyst commentary impacted other vendors on the same deal. If vendor A was eliminated from a short list because of negative commentary, does that necessarily mean that the commentary was positive about one or more competing vendors on the same short list? Understanding how analyst commentary and advice impacts all the vendors in a sales deal can provide valuable “Ah Ha!”s that AR teams can pass on to their sales colleagues.

SageCircle Technique:

  • AR should broaden its analysis of how analysts impact sales deals to include impact on competitors
  • AR should incorporate its broader insights into its communications with sales management and sales representatives

Bottom Line: By developing a broader and deeper understanding of how analysts impact all the vendors on a short list, AR can develop valuable actionable advice of sales colleagues. This advice can then permit sales to have a competitive advantage in future sales cycles of a similar nature.

Question: When gathering sales impact data, do you focus on only the impact on your company or do you consider the impact on competitors?

 

%d bloggers like this: