• 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 […]

Train content developers to save time

“Geez, I wasted so much time just trying to fix this VP’s presentation I should have done it myself!” Alas, this is a common lament that SageCircle strategists hear when we are chatting with clients about how the preparation is going for a briefing, SAS day, and so on. The lament concerns that having someone on an executive’s staff prepare a presentation is not the time saver for analyst relations (AR) they had hoped. The time spent back and forth trying to get a presentation fixed often turns into a huge time sink for AR.

The answer is not for AR to give up and do all the presentations themselves. Rather, AR should invest a modest amount of time in developing templates for different types of presentations, examples, and also training for content developers. A little upfront training will save time on the immediate and future analyst interactions as content developers who “get” the analysts’ information needs will generate PowerPoint files that will require much less effort on AR’s part.

Content developer training should be part of an overall training plan (see this post), which should be part of your AR Strategic & Tactical Plan.

SageCircle Technique for Analyst Relations Teams:

  • Develop a short training plan for the extended team, which includes content developers
  • Generate presentation templates that lay out what slides and associated content are appropriate for different types of analyst interactions
  • Work with executive sponsors to obtain support for requiring content developers to participate in training
  • Schedule training sessions prior to analyst interactions to help content developers create appropriate presentations
  • Coach content developers on how to improve draft presentations rather having AR simply re-do the presentations

Bottom Line: Training content developers is an investment for AR that will be repaid in reduced future work and higher quality content. 

Question: AR – Do you currently training members of your executives’ staffs on the best practices for presentations for an analyst audience? If no, why not? If yes, what were the reaction and the results?

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