• Recent Posts: Influencer Relations

    Analyst Relations Value Forum to discuss Tragic Quadrant

    Analyst Relations Value Forum to discuss Tragic Quadrant

    The IIAR has updated its Tragic Quadrant, which ostensibly ranks the ten top analyst firms in terms of impact, relevance and ease of doing business with. Earlier posts have mentioned the weaknesses of both the Quadrant and the underlying method. The IIAR’s 2017 top ten drops PAC, the fifth most valuable analyst firm. Crisp Research, ESG and Machina (Gartner’s IoT […]

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    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, […]

AR & recession – Refocusing metrics to emphasize outcomes not activities

AR Metrics & MeasurementWe are continuing our commentary on analyst relations (AR) and the implications of the recession (see recession category for all posts). SageCircle suggests you think about how metrics need to change during a recession as you are refocusing and placing emphasis on something different. In this case, it is important to be capturing and reporting metrics that demonstrate AR’s outcomes and ability to impact revenues. 

In typical times, most AR programs emphasize operational metrics and simple mention counts (e.g., the number of times analysts mention the vendor in published research and press quotes). This is never the best approach even in the best of times, as we state in moving beyond operational metrics.   However, during a recession it can be fatal as it sends the message that AR is a boring tactical function whose headcount and budget can be cut without much downside. Instead, AR needs to shift all metrics reporting to performance metrics that position AR as something more akin to a strategic profit center.

Of course, this shift is a non-trivial effort as it is much easier to capture data for operational metrics than performance metrics. For example, capturing sales impact data requires establishing a working partnership with the Sales organization. Showing success shaping analyst perception requires performing Spoken Word Audits and measuring tonality not just mentions in published research.

SageCircle Technique:

  • Review current data gathering and measurement reporting to identify opportunities
  • Suspend operational metrics reporting and put all efforts on performance metrics
  • If necessary, suspend collecting operational data in order to use the time to establish a partnership with Sales that will lead to a pipeline of sales impact data
  • Develop a Spoken Word Audit plan with regular calls with targeted analysts. Inquiries for Spoken Word Audits also enhance the relationship with analysts.
  • Focus reporting to executive sponsors on AR’s contribution to closing sales and moving analyst opinion

Online SageContentTM Library clients can find best practices, including sample scenarios, for Spoken Word Audits by either a simple search or by going to Index/Metrics and Program Measurement/Spoken Word Audits.  Advisory clients can get the same information via inquiry. If you are not a client, you can get the SageNoteTM “How to Audit the Analyst’s Spoken Word” as a thank-you for participating in an Analyst Relations DiagnosticTM.

Bottom Line: During a recession, vendor executives are primarily concerned with cutting costs and driving revenues. AR needs to align its reporting to emphasize how it is contributing to the company’s top line in order to avoid being cut to support the bottom line.

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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