• 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 […]

AR & recession – it’s about refocusing priorities and activities

Analyst Relations PlanningRecessions typically change technology and telecommunications vendors’ priorities and activities. One of the most common changes is to cut back on marketing, especially brand building and other “fluffy” activities, to reduce expenses. At the same time, there is more emphasis on selling, especially for those vendors that sell direct to large enterprises. Another change is to focus on core markets and reduce effort in secondary markets. There are several dangers for analyst relations (AR) programs in economic downturns: 

  1. AR is associated with “fluffy” marketing and subject to headcount and budget cuts
  2. AR is not closely associated with driving revenues
  3. AR’s priorities become out-of-sync with new corporate or business unit priorities
  4. AR is executing its original plan (or typical activities if there was no plan)
  5. AR is reporting metrics that do not seem relevant to executives

If AR is to avoid been the target of budget and headcount cuts is it critical to ensure that it is aligned with corporate priorities and demonstrating positive economic contributions. While this seems obvious, too many AR programs are so caught up in reactive mode or simply doing normal day-to-day tasks that they don’t see the danger forming. As a consequence, these programs have a greater likelihood of getting cut than those AR managers and teams that proactively or preemptively move to change their focus.

When AR programs are considering what has to change during a recession they should remember to work and spend differently. Only doing one is not enough. SageCircle has published or will be publishing a series of posts addressing a variety of recession-oriented topics (see lists below).

SageCircle Technique:

  • AR should do a zero-based rethink of its priorities and activities to match changing corporate priorities
  • AR needs to ruthlessly focus on those activities that make an economic impact
  • AR should completely rethink of its measurement and reporting program to emphasize impact on sales
  • AR has to shamelessly market its contributions to its executive sponsors
  • AR should develop a regular program to revisit priorities and activities because recessions can cause enterprises to change their corporate goals

Bottom Line: Recessions are never pleasant experiences. However, AR managers that refocus their efforts can minimize the negative impact to their programs.

Question: How are you working and spending differently in this recession? 

How AR needs to work differently in a recession:

How AR needs to spend differently in a recession:

Purchasing analyst services best practices are more critical in a recession:

  1. Using five rights to avoid a wrong when it comes to purchasing Gartner or Forrester services
  2. Right reasons – Evaluate why you are purchasing analyst services
  3. Right services – Align the services you buy to better match the reason for info or advice
  4. Right firms – Search out alternative services providers that better match your reasons
  5. Right price – Acquire those services that meet your basics requirements
  6. Right usage – Drive usage of the services you buy to ensure maximize business value

 

3 Responses

  1. […] Comments AR & recession -… on Right price – Acquire those se…AR & recession -… on Why […]

  2. […] & recession -… on Right reasons – Evaluate why y…AR & recession -… on AR & recession – it’…AR & recession -… on Right price – Acquire those se…AR & recession -… […]

  3. […] relations matter -…Vendor complains in … on Doing unto analysts what they …AR & recession -… on Notes on managing your budget …AR & recession -… on […]

Comments are closed.

%d bloggers like this: