• Recent Posts: Influencer Relations

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    Your pitch to analysts isn’t just about your solution

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    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

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    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, […]

Planning can increase your effectiveness and efficiency by dovetailing activities

Analyst Relations Planning 

“So how am I supposed to make time for this wonderful idea?”

 

This is a common question we get from AR professionals and managers, and it comes from both novices and experienced pros. It is typically asked within the context of a discussion about best practices training or a discrete activity (e.g., “moving the dot,” influencing an analyst conference, doing more client inquiries or experimenting with social media). Granted, if you added up all work associated with the “wonderful ideas” that SageCircle recommends for AR programs, then it would seem pretty daunting. 

However, it is wrong to consider each of these techniques as a standalone activity. Rather one must put each of them into the broader context of other activities. Frankly there should be a lot of overlap among all you do so AR needs to think about how activity A contributes to activity B. For example, working on a response to a Forrester Wave update is also a:

  • Regular “top of mind” touch
  • Opportunity to influence the agenda and content for a future conference
  • Relationship building exercise
  • Chance to influence the analyst’s research priority list for the next year
  • Intelligence gathering about number and type of sales deals the analyst influences
  • And others

What makes this dovetailing of seemingly disparate activities easier is to have an AR strategic and tactical plan that acts as an umbrella for all activities. A good plan will map out many of the activities for the year and that will permit AR to determine what is redundant and can be eliminated. It will also highlight potential gaps that need to be filled.

To learn how to create a killer AR Strategic & Tactical Plan, sign up for SageCircle’s STRATGIC ISSUES: Challenges for the AR Team seminar. This advanced AR seminar is designed for experienced AR staff and managers who need to raise the bar above the fundamentals of analyst relations. The seminar includes a 200+ page book and there is ample time for questions and answers to complement the presentation. At only $995, SageCircle Seminars are a prudent investment to raise the effectiveness and efficiency of AR programs. Click here for more information, the agenda and to register for the March 24-25 session in Cupertino in the heart of Silicon Valley.

SageCircle Technique:

  • AR should adopt a standard process for creating an AR plan (See The process for developing an AR Strategic & TacticalPlan for more details)
  • Examine every activity to ensure it still makes sense, deleting those that have outlived their usefulness
  • Cross-link activities to eliminate redundant efforts
  • Review workloads to identify the amount of time harvested that can be reallocated to new techniques
  • Add new techniques one at a time, cross-linking them with existing activities to make incorporation as time efficient as possible.

Bottom Line: AR teams can improve their efficiency and effectiveness by developing an AR strategic and tactical plan with the appropriate level of detail. This exercise will help AR identify inefficiencies that can be eliminated to make time for more innovative tactics.

Developing an AR Strategic & Tactical Plan involves more than completing a plan template.  AR teams need a process to ensure all aspects of the plan are in place and regularly reviewed.

Question: What is the detail in your AR strategic and tactical plan? Do you try to cross-link activities for efficiency purposes? Do you periodically review all activities to see which ones are no longer relevant?

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