• 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 […]

As we head into Hype Cycle refresh time, pick up a copy of “Mastering the Hype Cycle”

Gartner typically refreshes most Hype Cycles in June and July every year. From a timing point-of-view that means the analysts are starting to think about what they want to change in the Hype Cycle in April. Then in May and June they move into their serious work on their Hype Cycles in order to get them through Editorial by the end of June. Working backward that means that AR programs need to start now to think about how they want to influence the Hype Cycle. 

A valuable resource for AR programs that want to influence the Hype Cycle is the book Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Harvard Business Press, $19.77 + S&H on Amazon) by Hype Cycle creator Jackie Fenn and colleague Mark Raskino. While written for the enterprise client, there are many valuable insights in the book for vendor AR professionals.  Click here for SageCircle’s review of the book.

Related posts:

SageCircle Technique:

  • Add influencing the Hype Cycle to your annual AR Strategic & Tactical Plan
  • Carefully review the list of Hype Cycles to identify relevant targets (while there are 96 Hype Cycles as of July 6, 2008, this task will likely not require a lot of time and effort)
  • Identify which of your company’s leading-edge technologies or thought leadership ideas are or are not being covered on a Hype Cycle
  • Conduct inquiries with the appropriate analysts to determine potential changes to Hype Cycles you are interested in influencing
  • Develop a tactical plan to educate analysts about technologies – not products – whose position on the Hype Cycle you want to impact

Bottom Line: The Hype Cycle deserves a lot more attention from vendors than it receives because of its impact on IT’s strategic decision making. Vendors who sell to early adopters and fast followers should consider putting more emphasis on providing input to the Hype Cycle and leveraging it in the marketing and sales processes.

Are you interested in learning about how to incorporate into your AR Strategic & Tactical  influencing recurring signature deliverables? Check out SageCircle’s STRATEGIC ISSUES: Challenges for AR Team seminar which has sections on planning, including recurring research. 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 teams – Have you incorporated influencing the Hype Cycle into your AR strategic and tactical plan?  What is the percentage of effort you put into influencing the Hype Cycle versus the work done on a Magic Quadrant or Forrester Wave?

One Response

  1. […] An thanks to Carter Lusher at Sage Circle for a second airing on his blog […]

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