• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

Leverage the existing sales infrastructure, don’t reinvent the wheel

icon-dollar-euro.jpgOne of SageCircle’s recommendations for AR programs thinking about launching an AR-Sales Partnership Program is to leverage the existing sales infrastructure for training, information distribution, and sales support. These are all critical aspects of creating a partnership, but AR simply does not have the resources to reinvent what the sales organization has already built. In addition, sales representatives will be much more likely to work within their existing system than to add other communications methods. 

SageCircle Technique:

  • Add an AR-Sales Partnership element to your regular AR Strategic and Tactical Plan including goals for the year
  • Start with a modest pilot project (SageCircle clients can request a copy of the “Simple Steps for Starting an AR-Sales Program”)
  • Identify the key players inside the sales organization who do the day-to-day work when it comes to training, field communication and sales support
  • Add simple AR content to existing sales training, newsletters, or staff activities

Bottom Line: During any time, but especially during a recession, AR needs to focus on the activities that matter to executive sponsors. Launching a low-key AR-Sales partnership pilot is a critical success factor for illustrating how AR is not a cost center, but a revenue-generating, strategic activity. However, AR must be practical and efficient by leveraging the existing sales infrastructure.

Question: What are the barriers to you launching an AR-Sales Partnership pilot?

SageCircle has a full portfolio of intellectual property on the AR-Sales Partnership program: best practices (how to’s), training for AR & Sales & executives (live in-person, live distance and recorded), plan builder workshops, advisory and tools (eliminates re-invention of the wheel). Click here for more information or call us at 503-636-1500 to learn how SageCircle can help you launch an AR-Partnership program quickly and efficiently.

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