• Recent Posts: Influencer Relations

    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 […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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?

 

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