Question: Is there a database that ranks analysts in terms of influence?
While there are some fine analyst directories or databases available for purchase (e.g., ARinsight’s ARchitect3) none of have “influence” data. This is because influence is a relative term which is dependent on what the vendor is trying to accomplish and the market space they are addressing. Obviously two companies with different products would see the same analyst as having different influence. However, two competitors in the same market could also end up with analyst lists that are different because they have different business objectives they are trying to accomplish. Even the same vendor could rank the influence of the same analysts differently over time, even in a span of only a few months, as the vendor’s business and analyst relations (AR) objectives change.
While there are no databases of influence to purchase, AR can still create a formal analyst list management process with documented ranking criteria. Although this framework cannot eliminate the work associated with determining influence, it will permit AR to rank their analyst lists efficiently.
If an AR team does not have the bandwidth to do the work associated with creating an analyst list, there are third party firms that have the skills, tools, and data to do this work. Readers are encouraged to contact SageCircle if you would like to discuss the options for this type of engagement.
- Develop a formal analyst list management process that first ranks the analysts based on relevance then tiers the list based on AR’s resources
- Revisit ranking criteria whenever the company’s or AR’s objectives change
- Schedule regular reviews of analyst lists
- Avoid the trap of assuming that the large analyst firms’ (e.g., Forrester, Gartner and IDC) analysts are automatically “Tier 1” because they are not highly influential in all markets
Bottom Line: There will never be a database of analyst influence available because influence is determined by the vendor’s business objectives at a particular point in time.
Question: AR – Do you have a formal analyst list management process? If yes, how often do you review and refresh your analyst lists?
Got questions on the analysts and AR? SageCircle has the answers. This practitioner question is an example of the type of client inquiries that SageCircle strategists handle daily. If you would like to understand how SageCircle Advisory services can increase your effectiveness and efficiency – and maybe reduce your stress – please contact us at “info [at] sagecircle [dot] com” or 503-636-1500.