• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

Responding to Analysts’ Published Comments – Speed is Essential

As pointed out in past posts (see The Volume of Analyst Publishing and Quotes), analyst opinions show up in published format thousands of times each month. Unfortunately, too many AR teams are behind their colleagues in knowing when the analysts are being quoted or published. This lag can result in a CEO being embarrassed by a reporter or by a financial analyst who asks the CEO’s position on an IT industry analyst’s opinion. Another example is a sales deal gone awry because the company’s sales representative did not know that a relevant industry analyst had published a negative research note, or that his company was not on the Leaders Square of a Magic Quadrant.

The way to avoid these types of situations is for AR to know first when any Tier 1 analyst ends up in print. That way AR can prepare colleagues instead of responding to their pain. Too often, AR either ignores this requirement or does something ineffectual. Some AR departments subscribe to alerts that the analyst firms’ research engines have, but never look at the daily e-mails that are generated. Other AR departments buy a clipping service to get analyst press quotes.  However, because these services typically have a delay of one to two months between the original publication and their report delivery, clipping services simply are not timely enough for effective response.

SageCircle recommends that AR put into place a program for daily monitoring of analysts’ opinions. What need to be monitored are specific analyst opinions, not just the fact that an analyst was quoted (Online SageContentTM Library clients can refer to “Why Monitoring Analyst Opinions is Critical”). Initially, AR can implement a manual process to accomplish this daily monitoring and then later use software or services to reduce the labor requirements. Junior AR staff members can be used to collect this data, but they should not be the only ones analyzing the data.

When significant analyst opinion is detected – either positive or negative – staff should have a process in place to alert their extended team, including PR and Sales.  By providing context and actionable suggestions the AR team can better assist them in quickly leveraging positive commentary or responding to negative opinions.  When appropriate a “silver bullet” to sales can go a long way to making the AR team a strategic partner rather than a reactive fire fighter.

SageCircle can make it easy for AR teams to jump start an analyst opinion-monitoring program that makes sense for your situation. We have plan builder workshops, best practices, SageToolsTM, examples and advice ready to help you launch an easy-to-manage opinion monitoring program. Give us a call at 503-636-1500 or send an email to info [at] sagecircle.com to arrange a briefing.

SageCircle Technique:

  • Generate a plan to monitor the opinions of key analysts on a daily basis
  • Seek out software and/or third party services firms for ways to reduce your labor input
  • Maintain a toolbox of templates for quickly creating actionable suggestions (Silver Bullets)
  • Develop processes(e.g., alerts, newsletters and blogs) for communicating timely information to various types of colleagues (e.g., sales, executives, public relations and so on)

Bottom Line: Because speed is critical for effectively responding to published analyst comments, AR teams need to establish a daily program of monitoring analysts’ opinions.

Question: Do you have an analyst opinion program that monitors opinion on a daily basis?

Related posts on responding to analyst opinion:

 

2 Responses

  1. […] Comments A scientific approac… on Analyst Twitter DirectoryResponding to Analys… on The Volume of Analyst Publishi…AR & recession -… on Budget cutting can help AR […]

  2. […] Comments Rebutting the spoken… on Responding to Analysts’ …A scientific approac… on Analyst Twitter DirectoryResponding to Analys… on The […]

Comments are closed.

%d bloggers like this: