• Recent Posts: Influencer Relations

    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 […]

    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 […]

Knowledge about the industry analysts can be a competitive advantage so create a training plan that includes all constituencies

Depth of detail depends on the audienceBest-in-class AR programs do not take training for granted.  They understand that communications and IT industry analysts can touch or be touched by many parts of the company and that a good training program is key for ensuring that all interactions with analysts are positive for the company. In addition to outbound activities a training program that includes inbound activites such as research use and effective inquiries can help you get more value from your analyst firm contracts.  This breadth of training will cover all aspects of communication with analysts and involve each constituency within the company (click on the graphic to enlarge).

It is important to note that training is not just for large Communications and IT Vendors, but should be addressed as part of any company, regardless of size, that deals with analysts.  End-user clients doing research and competitive intelligence can benefit from a more structured approach to analyst interactions as well.

For vendor AR teams training for executives and sales should be the first priorities.  Training your executives on the impact of the analysts, as well as a form of spokesperson training, is critical for increasing AR visibility and support.  It will also make them more comfortable deal with the analysts in a way that will surely improve the overall relationship.  Sales can benefit significantly from education on how to leverage positive reports and mitigate any negative commentary.  This training should be the basis of any good AR program and can later lead to a more significant sales partnership program.

Training programs should be customized for each constituency, both in content and in level of detail.  Making the training simple and relevant to each group is a major success factor.  A typical vendor program might tailor their training to include short presentations at Line of Business (LOB) staff meetings, planning meeting for product managers, and more detailed training for marketing and sales.  At each level be sure to emphasize the influence analysts have on the company revenues.

SageCircle Technique:

  • Review the training section of your AR Strategic and Tactical Plan
  • Create training materials that are tuned for each audience
  • When scheduling training sessions, Sales should have priority, followed by key executives
  • Use feedback forms to evaluate the effectiveness of training
  • Create a process of regular fine-tuning of training agendas and materials

Question:  AR Teams – Do you track your training results?  How do you provide training to an organization that is geographically distributed?

Are you getting the most from your training programs?  SageCircle can help

  • Conduct executive briefings on the impact of the analysts
  • Provide specific spokesperson training tuned to analyst relations
  • Assist in creating a complete and customized training program

Visit www.sagecircle.com and click on Executive Briefings to learn more about SageCircle’s services. Or, call 650-274-8309 to speak with a representative about how SageCircle can help you take your AR program to the next level.

Don’t forget that SageCircle has an AR Effectiveness Seminar on May 5 & 6 in Cupertiino, CA.  Details on the website at www.sagecircle.com

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  1. […] executive education to your training plan (see this on training plans), which is part of your AR Strategic and Tactical […]

  2. […] should incorporate a formal training strategy into its AR Strategic and Tactical […]

  3. […] Comments Research is commodit… on Knowledge about the industry a…Cindy Jutras on Analyst Twitter DirectoryDon’t ignore r… on Analyst […]

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