• 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 […]

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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