• 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 […]

Rebutting the spoken word – can you really know what analysts are saying? [AR practitioner question]

Question: Is it possible to respond to something an analyst says? 

Advice: It is not only possible to respond to the analysts’ spoken word, it is highly recommended. Obviously, it is more difficult to respond to the spoken word than to respond to written research, but in many cases, the stakes are much higher because actual sales hang in the balance.

First, you need to find out what the analyst has actually said. It many cases, this task requires investigation on AR’s part because you are hearing about the analyst’s conversation second- or third-hand. In most cases, AR is hearing about an analyst’s verbal comments from one of their company’s sales representatives – after a sales deal has been impacted negatively. Rather than acting immediately on what the sales rep thinks was said (e.g. sometimes the sales rep gets the analyst’s name or firm wrong, or does not recall all the details of the conversation), AR should coordinate with the vendor sales rep to go back to the prospect and find out exactly what transpired. Investigation need not take a long time or generate too much stress on AR’s part. The investigation phase includes talking with the vendor sales rep, the prospect and the analyst (Online SageContentTM Library (OSL) clients can look up “Responding to Analyst Impacts- Investigation Phase” for more information, Advisory clients can set up an inquiry to get the best practices and advice on applying them).

Once AR staffers have determined as best they can what the analyst actually said, AR can advise the sales rep on how to repair the damage to the deal. Then, AR can proceed – carefully – to work with the analyst to eliminate future problems caused during end-user conversations.

The above discussion relates to reacting to a specific situation; it also is possible to determine proactively what an analyst is likely to say through putting into place a Spoken Word Audit program. This technique (OSL article “Spoken Word Audits”) works to approximate what the analyst would say in certain end-user inquiry situations. Once AR has implemented this program, it can use the data gathered to reinforce the analyst’s positive perception or turn around his or her negative perception.  AR can benchmark its progress in influencing the analyst’s perception over time through conducting Spoken Word Audits every six months.

SageCircle can make it easy for AR teams to audit the analysts’ spoken words in a way that makes sense for your situation. We have best practices, SageToolsTM, examples and advice ready to help you launch an easy-to-manage opinion monitoring program. As to out-tasking Spoken Word Audits to third parties, SageCircle does not offer this service. However, we know the firms that do and provide Advisory clients with insights on which firm to use and how to manage the relationship. Give us a call at 503-636-1500 or send an email to info [at] sagecircle.com to arrange a briefing.

Bottom Line: Because so much of the analysts’ research and recommendations are delivered via the spoken word, AR needs make analysts’ verbal comments an important focus of its charter.

Question: Do you have a spoken word audit program?

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