• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    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 […]

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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