• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Published research is only the tip of the iceberg

By Carter Lusher, Strategist

One of the worst things that can happen to a vendor sales representative or a vendor executive is being blindsided by a piece of information that they did not know existed – but should have known. It makes them look uniformed and out of the loop, and can negatively impact the interaction they are currently conducting. Unfortunately for AR teams, industry analyst commentary is a prime source of “gotcha” moments for their companies’ sales representatives, CEOs, CFOs, and the PR staff.

It does not have to be that way. AR programs must work to monitor analyst opinions and commentary and provide relevant, near real-time actionable advice to impacted groups. Unfortunately, when it comes to monitoring analyst opinions, too many AR teams only capture published research notes and press quotes. As the graphic illustrates (click to enlarge), these two forms of analyst opinion are only the tip of the iceberg. There are a number of ways (see list below) that analyst opinions get into the marketplace with more being invented on a seemingly regular basis. 

The problems associated proliferating communications platforms are compounded by Continue reading

Analysts who blog versus Bloggers who analyze

icon-social-media-blue.jpgBy Carter Lusher, Strategist

Last week’s Forrester Analyst Relations Council Panel on “Analyst Relations 2.0” was fun and interesting. There was quite a bit of diversity of opinion on the panel with KCG’s Bill Hopkins playing the self-described anti-blog/anti-Web 2.0 curmudgeon and Dana Gardner from Interarbor Solutions way on the other side playing the pro-social media fan. That left plenty of room in the middle for Jonathan Eunice from Illuminata, Forrester Senior Analyst James Kobielus and me to take a balanced approach. The moderator was Forrester VP Laura Ramos, who I count as a blog skeptic when it comes to blogging by analysts and vendors.

There was a fair amount of angst in the audience, with many AR professionals clearly wishing blogs would just go away, while others were open minded. Very few AR pros in attendence had embraced blogs personally or professionally. Many were clearly overwhelmed because of the sheer number and types of bloggers who could touch their companies.

While fun, there some something unsatisfying about the panel. One attendee e-mailed: “What struck me about the panel was it asked more questions than offering answers.” Hmm, good point. I tried to provide very specific advice (see Steps for AR teams for starting with analyst blogs), but I admit there was a lot of philosophical ramblings during the 100+ minutes of the panel. Upon reflection, I think the problem was that the panel was not asked to focus on a specific issue, rather we were given a topic that provoked entertaining discussion, but was too broad and fuzzy for hard recommendations.

Bowl of Spaghetti

Because “AR 2.0” was clearly too broad, the organizer and moderator decided to narrow the discussion to “analyst blogs.” However, ever this re-definition of the panel topic was too broad because it encompassed the entire blogosphere. This led to panel discussion, audience questions and comments that touched on traditional analysts and bloggers without distinguishing between the type of influencer. In addition, the discussion occasionally drifted into whether AR teams and their companies should blog and Continue reading

Interesting mix of analyst videos on YouTube

forrester-research-channel-on-youtube-2.jpgWhile browsing around YouTube this afternoon, I came across an interesting mix of analyst videos. Everything from firm level experiment like the Forrester Research channel (left) and the IDC eXchange channel to one-off videos by many other firms and individuals. I thought that Redmonk had a regular show on YouTube, but I did not find it. For those interested in the history of the IT analyst industry check out the four excerpts from Gideon Gartner’s appearance at The Computer History Museum in May, 2007.
 
Readers might want to do a little browsing on YouTube to see if any of their analysts have a piece up there. Warning! YouTube can suck up a huge amount of time as you bounce from one video to the next.
 
Question: Do you consider YouTube a useful way to access analyst research and insights? Which would you prefer: extracts form conferences or made-for-video clips?