• 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 […]

If you have to say you are the market leader, you probably aren’t

Forrester analyst extraordinaire and social media poster boy Jeremiah Owyang (Twitter handle, blog) recently posted a very useful article How to Translate Vendor Talk into Plain English. Besides Jeremiah’s thoughts in the post, there is also a vigorous debate going on in the comments so read them as well.

 While written for enterprise IT managers getting pitched by vendor sales reps, this is a useful post for AR professionals as well.  Not because it necessarily covers new ground (see our posts listed below), but because it is always important to reinforce best practices.  Even the best can fall into bad habits, especially with PowerPoint.

There is one new example that Jeremiah raises that I want to encourage everybody to check carefully and that is “The Fallacy of Vendor Math.”  This concerns vendor claims like “30 of the Fortune 50 are our clients.” Yeah, so? Probably all the vendor’s competitors could make the same claim. 

One last point. If a vendor has to tell an analyst they are the market or industry leader then the vendor probably isn’t the leader. You can save your spokespeople grief by helping them eliminate this sort of marketing hype.

SageCircle Webinar - Ranking and Tiering Your Analyst ListRelated posts:

SageCircle Technique:

  • AR managers need to develop a checklist of presentation mistakes to use in PPT critique sessions
  • Content developers need to be educated about the best practices for building presentations for analyst briefings, which are very different from sales or press presentations
  • Spokespeople need to be educated about what type of language will derail analyst briefings even if the language works fine with the press or other constituencies

SageCircle clients can download our checklist of presentation mistakes in Word format from the Online SageContent Library or send us an email to obtain a copy. In addition, we recommend setting up an inquiry to discuss best practices for presentation review.

Bottom Line: Nothing will take a briefing off track faster than using “vendor speak” and making unsupportable claims. AR managers should work to educate their colleagues about analyst hot buttons when it comes to the use of marketing hype in briefings.

2 Responses

  1. As someone with a multi-million budget for computing hardware, have to say this is terrible advice.

    A vendor who claims leadership is far easier to champion throughout the organization. When I ask my boss to check out a website with a bland slogan or unclear company overview, it’s makes my job selling a vendor’s product internally much more difficult.

    Be bold, say you’re the leader. But be specific – don’t say you’re the leader in IT infrastructure, say you’re the leader in storage arrays, tax compliance software, etc – trust me it works

  2. If you have to say you’re the market leader, you haven’t realized that the more ‘au courant’ phrase is that you are the “premier provider” of “superior products and services”. Premier and superior have the added advantage of being conveniently unverifiable.

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