• Recent Posts: Influencer Relations

    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 […]

    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 […]

Take a retail approach early in an AR Sales-Partnership to drive adoption

icon-dollar-euro.jpgAR teams that are early in an AR-Sales Partnership Program launch logically take a “wholesale” approach to getting the word out about how Sales can take advantage of AR’s expertise to handle the influence of the analysts on sales deals. This wholesale approach typically includes sending out mass emails both directly or through field communications, participating in regular all hands teleconferences, and posting information on an internal portal. These are all worthy activities. Unfortunately they might not be sufficient steps because sales teams are bombarded with similar messages from other parts of the company and AR’s news gets lost. To cut through the noise, AR should incorporate some retail selling to complement the wholesale outreach.

By “retail” we mean working with an individual sales representative or small team in a pilot project (see AR–Sales Partnership [part 4]: Take baby steps by rolling out a small pilot phase). This affords AR the opportunity to work with Sales on a consistent basis to identify opportunities to help in a deal and try to inculcate new habits. While significantly more time consuming than the typical wholesale approach, adopting retail techniques can help AR develop credibility, generate testimonials to be used in wholesale outreach, and potentially start word-of-mouth buzz. The last is especially useful because nothing works better than one sales rep telling another “You have to work with AR because they can turn that Magic Quadrant situation around for you!”

SageCircle Technique:

  • Incorporate a pilot project into the AR-Sales Partnership launch plan
  • Select a pilot group who will let AR participate in regular pipeline calls
  • Be generous in offering time to help the sales pilot team with leveraging positive analyst research and mitigating negative commentary
  • Encourage the pilot team to get into the habit of conferring with AR early and often on deals
  • Once AR has established credibility ask the sales pilot to quietly spread the word to sales colleagues that might need assistance or who are savvy at using new resources
  • After a big win with AR assistance, ask the pilot team to participate in a case study or testimonial that can be used with the broader sales team

Bottom Line: Early in an AR-Sales Partnership, AR needs to invest extra time working with an individual representative or small team in order to ensure that someone “gets” the value of working with AR. With the credibility that is earned in an effective pilot project, AR can springboard to broader acceptance and collaboration with Sales. Creating this personal relationship with sales also helps test your pilot program and allows you to adjust it before taking on a larger project.

Question: AR – What techniques have you found useful in getting Sales to work with AR?

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