• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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?

 

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: