• 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 […]

On the reading list – Groundswell: Winning in a World Transformed by Social Technologies

Groundswell book cover. Charlene Li and Josh BernoffEven though it has been out almost a year, “Groundswell: Winning in a World Transformed by Social Technologies” ($19.77 plus S&H, click to purchase on Amazon) by Forrester analyst Josh Bernoff (blogTwitter handle) and former analyst Charlene Li* is still very interesting and relevant. I had picked it off the bookshelf after writing about the one year anniversary of the Analyst Twitter Directory and found myself nodding in agreement as I reread it. 

* Charlene (blog,  Twitter handle) left Forrester Research in 2008 and has since launched the Altimeter Group.

Highly recommended.

As we head into Hype Cycle refresh time, pick up a copy of “Mastering the Hype Cycle”

Gartner typically refreshes most Hype Cycles in June and July every year. From a timing point-of-view that means the analysts are starting to think about what they want to change in the Hype Cycle in April. Then in May and June they move into their serious work on their Hype Cycles in order to get them through Editorial by the end of June. Working backward that means that AR programs need to start now to think about how they want to influence the Hype Cycle. 

A valuable resource for AR programs that want to influence the Hype Cycle is the book Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Harvard Business Press, $19.77 + S&H on Amazon) by Hype Cycle creator Jackie Fenn and colleague Mark Raskino. While written for the enterprise client, there are many valuable insights in the book for vendor AR professionals.  Click here for SageCircle’s review of the book.

Related posts:

SageCircle Technique:

  • Add influencing the Hype Cycle to your annual AR Strategic & Tactical Plan
  • Carefully review the list of Hype Cycles to identify relevant targets (while there are 96 Hype Cycles as of July 6, 2008, this task will likely not require a lot of time and effort)
  • Identify which of your company’s leading-edge Continue reading

Guy Kawasaki’s Reality Check – what we are reading

Guy Kawasaki "Reality Check"Guy Kawasaki is a legend in the technology industry, a status earned by being one of the original Macintosh evangelists, an entrepreneur, early adopter of emerging technologies, venture capitalist, thought leader, speaker, blogger, marketing maven, and probably a dozen other things I’m leaving out. Whew.  On top of all that, Guy is also the author of books like “The Art of the Start” and “Rules for Revolutionaries.” Guy has just published a new book that has made it onto SageCircle’s reading list and might be surprisingly useful for analyst relations (AR) professionals as well.

Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition ($18.65 plus S&H, click here to purchase on Amazon) is primarily for technology entrepreneurs. There are sections on topics like starting a small business, raising money, and hiring and firing that are not all that relevant to AR professionals. So what is it about this large book, 474 pages in 94 chapters plus other sundry sections, written for tech startups that should interest AR managers? It’s relevant to AR in those dozens of very short chapters on –

     Selling. Evangelizing. Communicating. Beguiling.

When you think about it, all of these are very important activities for AR even if we don’t think of ourselves as evangelists or sales representatives. As a consequence, Guy’s Reality Check offers some really practical ideas and thought provoking advice on ways AR professionals can think differently about their jobs and develop skill sets unlike their peers. These new skills can provide both career advantages for AR professionals as well as competitive advantages for their Continue reading

Presentation Zen – what we are reading

What We Are Reading - what's on SageCircle's reading listA couple of years ago, I had the pleasure of attending a full-day seminar by Garr Reynolds where he discussed his ideas for simplifying presentations. It was an amazing day because it demolished the typical approaches for creating corporate presentations. The norm is full of clutter that masks rather than communicates information. Reynolds’ approach is to radically simplify what is projected onto a screen so ideas and the information are front and center rather than the PowerPoint.

Reynolds has published Presentation Zen ($19.79 plus S&H, click to purchase on Amazon) that captures his techniques in a well-designed, highly illustrated, and easy-to-read format. The only problem is that readers will no doubt cringe every time Reynolds discusses a “worst practice” that they themselves use.

Presentation Zen is highly recommended for analyst relations professionals and analysts alike.

What We Are Reading – what’s on SageCircle’s reading list
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