• 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 […]

The Top 5 – Mistakes concerning SAS days

Here are the top mistakes by IT vendors when using SAS (aka analyst consulting days) as a tool for briefing the analysts, marketing support or as an advisor. 

   5)   Not using preliminary phone briefings and inquiries to set the groundwork before the analyst shows up for the on-site day.

   4)   Not getting a full day’s worth of time and effort when using an analyst as a speaker at a marketing event.

   3)   Not doing sufficient planning in advance including agenda setting.

   2)   Not being disciplined about sticking to the agenda (e.g., wanting the analyst to contribute to your strategy and plans in order to get psychological buy-in but spending the entire day briefing the analyst on less important issues).

…and the number one worst practice is

1)     Having the wrong reason for doing analyst consulting days in the first place. Too many IT vendors think of paying analyst consulting day fees as some sort of a bribe to get favorable coverage. The reality is that a consulting day is a way to get the analyst’s uninterrupted attention for an in-depth briefing and dialog. If executed well – and the vendor has a good message and product/service – then an analyst consulting day can be a great tool for achieving favorable coverage.

Related posts:

SageCircle Technique:

  • Be clear about your goals for the SAS / analyst consulting day
  • Structure the engagement to achieve those goals
  • Make certain that you get the analyst you really want
  • Conduct phone inquiries before and after the engagement to manage expectations
  • Ruthlessly drive value – it’s your day

Bottom Line: SAS days can be incredibly useful or painful failures. There is only one way to ensure success and that is for AR to take complete charge and drive the process from beginning to end.

Question: Analysts – Does your firm have a formal process to drive client value from analyst consulting days? AR- Do you have experiences with analysts not delivering value for a SAS day?

Don’t have a process for SAS days? SageCircle’s Online SageContent™ Library and Training can get You Up-to-Speed Fast and Efficiently 

SageCircle has proven best practices, tools (e.g., check lists and decision frameworks) and advice for maximizing SAS days. For example, why “re-invent the wheel” when the Online SageContent Library has six articles and twelve check lists – downloadable in Word format – ready to go?

Index – Analyst Consulting Days

  1. What is an analyst consulting day?
  2. Potential goals for a consulting day?
  3. What motivates analysts?
  4. Picking the right firm and analyst
  5. Negotiating and Setting Expectations
  6. Tips for Successful Execution
  7. Checklists

Beyond the ready-to-use content in the Library, SageCircle also has training on Effective SAS (Analyst Consulting) Days, which is delivered as a public webinar or AR Team Briefing scheduled just for your team. This 90-minute session was developed to provide actionable, practical best practices in a short and succinct manner.  There is ample time for questions and answers to complement the presentation.

But wait, there’s more! SageCircle Advisory offerings give clients access to our strategists to obtain advice on a variety of SAS related topics, such as:

  • Reviewing plans, agenda and execution steps
  • Educating participants on the best practice for creating content and being a spokesperson
  • Critiquing presentations
  • Negotiating with firms and analysts

To learn more about how SageCircle can help you save time, save money, reduce aggravation while maximizing value of SAS days, please contact us at 503-636-1500 or “info [at] sagecircle [dot] com”.

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