• 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 […]

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?

 

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: