• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

AR & recession – briefings need to focus on customers and fast business results

Analyst Relations PlanningBesides refocusing their priorities and activities during a recession, analyst relations (AR) professionals also need to think about what they are telling the analysts. Ordinarily briefings can cover any of a number of topics with even more numerous proof points to support their key messages. However, during a recession AR teams should be rethinking what they communicate to the analysts. 

SageCircle research of how IT managers use industry analysts, reveals that helping them make the business case for a technology product or service purchase is high on their list of activities. This insight provides AR with the direction they should taking their briefings during a recession. Because enterprise executives become cautious during a recession, they demand a more detailed justification for technology purchases. By giving industry analysts customer success stories and hard return on investment (ROI) numbers, AR can provide the analysts with fodder that they can in turn give to IT managers that will help shorten the sales cycles.

While customer success stories have always been considered a high priority topic for vendors to provide analysts, because they are difficult to obtain they frequently get pushed to the back burner.  During a recession AR needs to make finding and communicating customer success stories a much higher, if not the highest, priority. This becomes part of AR’s strategy of refocusing its priorities during a recession.

A critical success factor is to focus attention on examples of fast business results. Try to find examples where customers obtained some sort of payback in months instead of the massive paybacks that take years. What you are looking for are tidbits that will enable analysts to push their enterprise clients to get off the fence and make a purchase now instead of waiting.

SageCircle Technique:

  • Build relationships with colleagues that have frequent contact with customers and prospects (e.g., sales, customer service, consulting and customer relations)
  • Educate colleagues on the business value of sharing customer success stories with analysts
  • Negotiate with colleagues the right to offer analysts exclusive use of case studies for a short amount of time – the analysts might use it as the basis of a research note
  • Develop a set of standard templates for case studies (short, medium and long)
  • Generate a special analyst list focused on those analysts that have the most direct interactions with your prospects and customers
  • Use client inquiry to review draft customer case studies with top analysts – ostensibly to make the case studies better, but really to get early mindshare

Online SageContentTM Library clients can find best practices for creating killer customer studies, and downloads for questions to ask customers and process checklist by looking up “Using Case Studies With Analysts” in the Analyst Interactions section of the main index.  Advisory clients can get the same information via inquiry. If you are not a client, you can get the eight-page SageNoteTM AR43 “Make it Real: Case Studies” as a thank-you for participating in an Analyst Relations DiagnosticTM.

Bottom Line: Customer success stories are more important than even in a recession. AR teams need to make finding examples of customer success and quick ROI a high priority.

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

SageCircle has published or will be publishing a series of posts addressing a variety of recession-oriented topics

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

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