• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

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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