• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    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 […]

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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