• Recent Posts: Influencer Relations

    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, […]

    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 […]

Don’t ignore research associates

SageCircle came across Forrester research associate Timothy DeGennaro (Twitter handle) the other day while looking for analysts to add to the Analyst Twitter Directory

Research associates are typically recent college graduates who assist senior analysts with their projects. Occasionally research associates will get a contributor mention (“with”) for a piece of research, but they do not have a listing and biography on the analysts page. Because the perception is that research associates only do grunt work analyst relations (AR) professionals frequently overlook their potential future influence. This could be a missed opportunity because research associates do have ambitions, such as the one DeGennaro stated on his LinkedIn page:

“…I am currently a Research Associate at Forrester Research taking on such coverage areas as PMOs, Project Portfolio Management, and PPM software solutions.

I aspire to someday (soon) own this coverage area at Forrester as an analyst. …”

It is not just future influence that could be important.  The research associates could also be working on something today that impacts your company. For example, DeGennaro tweeted about working on the PPM TEI model, which could have a big impact on PPM vendors:

“is reorganizing his (Total Economic Impact model) PPM benefit categories to be on the same level of granularity”

It is not just Forrester that has this type of junior staff doing research support. Gartner, IDC, and others have this type of position as well.

SageCircle Technique:

  • Identify which research associates are worthy of special investment (e.g., some personal time)
  • Add them to your analyst lists with a special notation
  • Occasionally reach out to them with information that will help them not just with their current project, but also their careers
  • Monitor your outreach and response to requests to make sure that you are not investing too much effort

Bottom Line: Today’s junior research staff member are tomorrow’s high-visibility influential analysts. AR programs should consider creating an “angel investment fund” to put some effort in helping these research associates to develop relationships that return value over time.

AR managers need to incorporate into their AR Strategic & Tactical  Plan innovative activies like working with research associates. Check out SageCircle’s STRATEGIC ISSUES: Challenges for AR Team seminar which has sections on planning and innovative techniques. The next seminar will be held on March 24-25, 2009 in Cupertino in the Silicon Valley. Click here for more information including agenda, registration and future sessions.

Question: AR managers – Have you spent time with research associates? What was your impression of these junior research associates?

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