• Recent Posts: Influencer Relations

    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 […]

    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 […]

Creating an Analyst Editorial Calendar

Analyst Relations PlanningAnalyst relations (AR) teams that are building their AR Strategic & Tactical Plan need to have insights into what critical analysts are planning to publish over the next few months. Knowing what an analyst is going to publish is an important planning trigger that helps AR teams be analyst centric, not company centric.

In other posts (see Responding to Analysts’ Published Comments – Speed is Essential), we have discussed responding to analyst research or rebutting their positions. An unfortunate fact is that once analysts have publicly taken a stand on a subject, getting them to change is much more difficult. On the other hand, if you start working with the analysts early in their research process, before anything has been published, it is much easier to influence the outcome and perhaps eliminate the need to rebut something that already has been printed.

An important tool for knowing what the analysts are working on is the Analyst Editorial Calendar.

An Analyst Editorial Calendar is a listing of anticipated analyst research report publication dates. Because analyst firms typically do not publish formal and complete editorial calendars, comprehensive Analyst Editorial Calendars have to be built by the core AR team. To create an Analyst Editorial Calendar, AR teams attempt to map out all the happenings that could trigger analyst research reports, presentations, or quotes onto one calendar

Once you have created the Analyst Editorial Calendar, you can link it into your AR team’s overall AR Program Calendar to build effective communications around publication dates for maximum research impact. The Analyst Editorial Calendar requires frequent updates because analysts often make changes to what they are writing depending on developments in the marketplace or in response to hot inquiries from clients.  Stay on top of these changes by asking analysts about their research publishing schedules during your regular interactions with them. 

SageCircle has best practices, example process, SageToolTM and phone-based advice available to help AR teams create an analyst editorial calendar. For example, Online SageContentTM Library clients can look up “Analyst Editorial Calendars.” To learn more about how SageCircle can help you be more efficient and effective, please contact us at 503-636-1500 or info [at] sagecircle dot com.

SageCircle Technique:

  • Decide a tool for storing the calendar information
  • Use a variety of intelligence sources to populate the calendar
    • Analyst firms’ partial editorial calendars (e.g., Forrester, Gartner and Yankee)
    • Client inquiries
    • Informal analyst conversations by the extended AR team
    • Possible updates to recurring research publications (e.g., Forrester Waves or Gartner Magic Quadrant)
    • Upcoming conferences
    • Competitor announcements.

Bottom Line: By tracking analysts’ publishing schedules, your AR Team can create an Analyst Editorial Calendar to influence the content of research reports before final publication.

Question: Do you have an Analyst Editorial Calendar? If no, why not? If yes, how do you maintain it and what tool do you use for managing the information?

 

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