• 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 […]

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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