• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

The Top 5: Worst Practices for an Analyst Briefing Presentation

SageCircle’s strategists have seen hundreds and hundreds of vendor presentations over the 17 years. Frankly, more than 70% of the presentations fail to be effective for many reasons. This is a quick Top 5 list to help vendors and PR account executives avoid the worst mistakes. 

5)   Doesn’t provide information in the format that supports the three research delivery methods used by the analysts (e.g., phone-based inquiry, formal presentations and written research)

4)   Doesn’t support the purpose, objectives and key messages of the briefing

3)   Too generic, the presentation is targeted for press or customers instead of analysts

2)   Too technology focused

And the #1 presentation worst practice is…

1)   Too long

SageCircle Technique:

  • When creating your presentation keep these worst practices in mind
  • Use this Top 5 list as a critiquing tool for your presentation after you’ve finished each draft

Bottom Line: The analyst briefing presentation is a critical tool for communicating information to the analysts – and setting an impression. Vendors need to avoid the Top 5 worst practices that limit the effectiveness of their presentations.

Question: Analysts – What are some presentation practices you would like vendor to stop using? What are some best practices you wish vendors would adopt?

Do you need help in bullet proofing your presentation? If so, SageCircle can help.

  • AR Briefing on Creating the Analyst Presentation – 90-minute webinar on the best and worst practices for analyst presentations.
  • Advisory – Annual Advisory or Block of Advisory Hours clients can use inquiry to obtain tips-and-tricks for presentations as well as have as many presentations critiqued
  • Mini-Workshop on Creating the Killer Presentation – Mini-workshops give AR teams the knowledge, best practices and tools needed to ensure a successful outcome. Each Mini-Workshop is a bundle of SageContent, SageTools, training, and strategist inquiry focused on a specific activity with the goal of building the AR professional’s knowledgebase to improve current and future execution. Components for this Mini-Workshop include:
  • o Training session for AR on presentation best practices
  • o Executive briefing on the importance of the analyst-centric presentations
  • o Training session for content developers on presentation best practices
  • o Several rounds of critiquing a draft presentation to hone its effectiveness

For more information, please contact us at 503-636-1500 or “info [at] sagecircle [dot] com”

6 Responses

  1. Carter,

    The best briefing I ever received from a vendor involved a single sheet of paper with which the briefer explained his business proposition perfectly – so absolutely #1 – short and to the point.

  2. Another one is trying to “teach a granny how to suck eggs” -but how do you say this in american?

  3. Over the past year or so, I have been pushing execs I’ve been working with for AR purposes to do three things:

    1) Define and have top of mind the top 2 (at max 3) key points most important to communicate, and leave in the analyst’s mind. No one can really understand and internalize more than about 2-3 things about a briefing topic, at least for any length of time. These should be factual & value-added, not marketing messages.

    2) Provide a single sheet of paper with the content they want to talk about (single or double-sided is fine). Diagrams are fine, or bulleted phrases of the key points referenced above. Use it to scribble on during a meeting. Leave it with the analyst(s) at the conclusion of the meeting.

    3) Execute the analyst meeting as a two-way conversation, not as an exec-to-analyst preaching session. Use the content page to stay on topic and as a reference tool to prompt the conversation, not to read from. [ Having only 1-2 pages FORCES the exec to talk, not read ].

    The best meetings are where the exec and analyst each talk about 50 percent of the time. They feed off of each other, react to points, and ask questions and impressions.

    That is, unless you’re doing a Gartner Vendor Briefing (VB) where analysts are not allowed to provide feedback or give their impressions or opinions.

    Cheers,
    Gerry

  4. Amen Carter. Too long is the biggest sin of the presentation. 10 or less charts and ask the analysts opinion, they always have one.

  5. All of us that use PPT for communication should reread Tufte’s classic “The Cognitive Style of PowerPoint” at least once a year. He powerfully argues for the use of printed handouts that have information density closer to computer screens or print. In situations like small-group vendor briefings, it makes a ton of sense.

    See http://www.edwardtufte.com.

  6. As you note, too long, too techie, and too generic are common errors.

    A question I want answered by slide 2 is, “What do you do?” I have literally sat in presentations where even 20 minutes in it’s unclear what the company sells. Usually this occurs when the presentations starts out with PR speak such as, “Acme Software enables enterprises to be more proactive and productive at leveraging their information.” (Trust me, I’m not kidding). Then I get a history lesson on the company: “Founded in 2005, blah, blah, blah.”

    In short, I want the context set early: e.g., “We sell a killer wiki add-on to SharePoint 2007–to be truthful, it’s what Microsoft should have shipped.” Whoa, I get that instantly.

Comments are closed.

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: