• Recent Posts: Influencer Relations

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    Webinar: Survey shows new risks for analyst relations

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    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 […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Why an AR measurement program is important

AR Metrics & MeasurementOne of the consistent findings that appears when we conduct an Analyst Relations Diagnostic™ is that more emphasis needs to put on the AR measurement and reporting program. Either the vendor does not have a formal measurement program or little effort is put into an official measurement effort. If you are in this situation here are a few reasons why you should consider implementing a formal AR measurement program: 

  • You can’t manage what you don’t measure
    • Manage the team against the plan
    • Maintain the mix of interactions
    • Focus the effort on your key influential analysts
    • Allocate team and individual resources
  • There is an ongoing need to justify your AR activities
    • Prove ROI
    • Show analyst impact on revenues
    • Demonstrate positive movement on analyst opinion
    • Track team performance against objectives
    • Obtain and maintain executive support
  • On-going intelligence
    • Collect opinions about your company and your competitors
    • Identify problems to be corrected urgently
    • Gather insights on analyst activities
    • Monitor analysts’ unfiltered opinions and perceptions
    • Observe competitor activities

SageCircle Technique: 

  • Develop an AR strategic and tactical plan that puts as much emphasis on results definition and measurement strategies as it does on activities
  • Cross-link desired results with the ability to measure progress. If a result cannot be measured then delete or change the desired result
  • Review current measurement and metrics to determine whether operational metrics are given more emphasis than performance metrics. If yes, refocus the measurement efforts on performance
  • Develop a multi-level reporting approach in your executive sponsorship program that permits you update executives on a regular basis about your progress on achieving desired outcomes

Bottom Line: Leading-edge analyst relations programs start with planning and measurement to ensure efficient and effective application of AR resources toward generating quantifiable business value. In addition, a pragmatic plan, coupled with appropriate metrics, is critical to gaining and maintaining active executive sponsorship and support. 

Question: Are there other reasons why AR should have a formal AR measurement program?

One Response

  1. Carter:

    We find much to agree with in your comments:

    – AR measurement is a critical piece of any well-managed AR program

    – AR measurement is essential to gaining and maintaining strong executive sponsorship

    – AR measurement helps focus operational activities

    Especially today, solid measurement can be used to justify a program’s existence or argue against too deep of funding cuts.

    However, ASG suggests that certain AR measurement activities can not only satisfy these objectives, but dramatically increase the value of AR to the organization while providing substantial cost savings!

    What is required is for AR to demonstrate to the overall marketing organization (as well as to product marketing and product development) that the analysts are, in fact, a micro-population of a firm’s customer base. Measurement of analyst perceptions can provide keen insight regarding how a company is viewed, it’s strengths, weaknesses, and competitive exposure at a cost significantly less than most efforts that seek to gain this tremendously valuable information. Essentially, AR can leverage the analysts’ extensive information-gathering network.

    AR programs should build their measurement programs with the dual focus of demonstrating AR’s ability to efficiently shape market perceptions AND increasing AR’s value through providing critical information at reduced cost. The latter will help AR show that it is not just another line item to be cut in tough times.

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