• 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 […]

Defining “AR Strategic and Tactical Plan”

Bottom Line:  AR organizations need to plan their programs and resources to achieve most effectively their AR goals. An AR Strategic and Tactical plan should be a detailed roadmap that aligns programs and activities with corporate and business unit objectives, AR goals and the strategic initiative of driving sales. 

AR Strategic and Tactical Plan:

n:  A scheme or method developed to ensure that the AR team is systematically delivering business value to the company for the time period specified. The AR plan requires both a near-term tactical focus as well as a long-term strategic vision. The AR Strategic and Tactical Plan is a document that begins with a statement of AR goals and then provides comprehensive detail for executing AR activities such that all AR resources and programs are prioritized to best achieve those AR goals. Besides being the blueprint for AR execution, the AR Strategic and Tactical Plan is also valuable “sales collateral” for obtaining resources from executives.

One Response

  1. […] 2009 by sagecircle It’s that time of the year when many AR programs are working on their 2010 AR Strategic and Tactical Plan. This is a popular topic that we have touched on in a number of blog posts (see a small sampler […]

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