• 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 […]

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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