• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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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