• 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 […]

Support sales managers as well as feet-on-the-street sales representatives

icon-dollar-euro.jpgTypically when it comes to supporting the sales organization the primary focus of AR is helping quota carrying sales representatives mitigate negative analyst commentary and leverage positive analyst research. This is extremely valuable, both to AR and the vendor, but there is another group inside sales that can benefit from AR’s support: sales management.

AR should consider investing in supporting sales managers because building relationships with this key constituency will increase the understanding about how the AR-Sales Partnership program leads to greater cooperation. Remember the AR-Sales Partnership is not just about AR providing value to Sales, but also Sales providing value (e.g., sales impact data, political support and resources) to the AR team.

Supporting sales managers should be done, as in all new initiatives, in phases so that AR can learn the basics before going to advanced activities. Nor does adding this support require any budget in the beginning. Some example activities include: 

  • AR should conduct a short strategic briefing for the sales managers on how key analysts influence markets and customers
    • Level: Basic
    • Budget: None
    • Effort: Low
  • AR can arrange for an analyst to participant on a short phone call as part of the sales executive’s regular team call to answer executive questions (e.g., changes in the competitive landscape or what the analyst is hearing from enterprise buyers about the vendor’s sales effectiveness)
    • Level: Intermediate
    • Budget: None to a few thousand dollars depending on existing analyst contracts
    • Effort: Low to medium
  • Arrange for an analyst half-day presentation to sales executives on competitive scenarios, purchaser needs, topical issues and business requirements facing IT executives, and latest competitive insights.  (This may be coupled with other activities to complete a full day with the analyst)
    • Level: Advanced
    • Budget: $5,000 to $20,000, perhaps split with Sales
    • Effort: Medium to high

An additional benefit of incorporating sales management support is that any use of analysts with sales executives also improves the relationship between AR and the analyst. The analysts appreciate the opportunity to help clients, and working with sales executives is perceived as a high value interaction. In addition, using analysts with sales should be considered another top-of-mind touch.

SageCircle Technique:

  • Assess the practical opportunity to work with sales management
  • Determine what resources the AR team could potentially devote to this activity
  • Lay out a phased approach starting with basic activities
  • Approach sales management with a proposal to provide services to them
  • Set expectations of the value to them and the very small investment in time on their part
  • Conduct a pilot project focusing on one or a small group of sales executives
  • Evaluate the effectiveness of the pilot and determine whether to continue the program

Bottom Line: While working with sales executives requires an investment in AR’s most precious resource, time, it can provide significant payback in terms of building relationships with a key constituency. However, AR should be practical and only commit to activities it can realistically deliver.

Question: Have you tried working with your company’s sales executives?

Don’t Know How to Start an AR-Sales Partnership Program? SageCircle offers a Complete Toolkit of Advice and Training

SageCircle’s SageContent™, SageTools™, training, and advisory give AR teams and Sales management the knowledge, best practices, and tools needed to ensure a successful AR-Sales Partnership program.  Contact us at 503-636-1500 or “info [at] sagecircle dot com” to learn how we can help you drive top line growth by leveraging the influence of the analysts.

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