• Recent Posts: Influencer Relations

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

Asking analysts about sales impact [Practitioner Question]

icon-dollar-euro.jpgAt last week’s workshop “Launching an AR-Sales Partnership Program” we had a number of insightful questions.  We posted one item already about getting feedback from recorded sales training but here is another that came from a participant. 

We were suggesting the use of inquiry as a way of asking analysts about the influence they have in your market space.  Questions such as “how many short lists did you review in the past week (month)?” are examples of ways that a short inquiry can be used to approximate the impact on sales.  However, what if you don’t have a contract and cannot do an inquiry?

We always suggest that inquiry access with your key (tier one) analysts is a requirement for AR teams.  But with the current economy and associated tight AR budgets we are hearing of some teams that wind up without all the desired contracts.  So how do you pose these questions without inquiry?

Most analysts will reply to well-placed and appropriate questions during a briefing (note: this has been a problem with Gartner analysts – we suggested a workaround in the SageInsight sent to client “Schedule inquiries the day after briefing Gartner analysts to deal with the ‘no questions during briefings’ issue”).  We always suggest that you have prepared a sequence of general questions to go with every interaction of any type.  These of course include such things as “what research are you working on next?” or “what interesting thing did you learn at the XXX conference”.  Placed in context you could also ask about the kinds of questions that IT buyer clients are asking or places where the market might be changing.  This gives you the rationale to ask questions that would give you insights into the influence this analyst has in a particular market.

While having inquiry privilege is the best approach you can be creative and still get some information.

Another potential resource is the analyst firms’ account representatives. They might collect the information for you to build the relationship for potential sales. Of course the “price” you might pay will be having to field multiple phone calls from the sales representatives once they do you this favor. However, this might be worth it to get data that you can use with your executives.

SageCircle Technique:

  • Have a list of questions prepared for every analyst interaction – of any kind
  • Make impact tracking an ongoing activity and document the data you obtain
  • Evaluate your analyst lists regularly to ensure you are focused on the analysts that are most influencing your customers and prospects

We will answer some of the other participant questions in future posts.

Questions:  Do you have an easy feedback loop from your sales teams?  How do you assess the impact of analysts on your sales deals?

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