• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

Gathering data for measuring analyst impact on sales

AR Metrics & MeasurementSageCircle research shows that overall analysts have a significant impact on IT buyers.  However,  each vendor in the community often has only a general perception of how much the analysts have an impact on their sales. Often, the perception is formed more by anecdotal information than systematic research, with stories filtering up from individual sales representatives about analysts negatively influencing deals. Vendors that do systematic research on analyst influence discover the broad and deep influence, both positive and negative, that the analysts have on deals. Analyst relations (AR) teams with a goal to become more strategic should institute a formal program for gathering sales impact data. 

Unfortunately, it is not a simple task to gather sales impact data. If it was easy, then everybody would already be doing so. There are many factors that contribute to the difficulty in gathering sales data including:

  • Multiple types of data
  • Multiple potential sources of data
  • Multiple points within a sales cycle when an analyst could impact a deal
  • Lack of institutional relationship with the company’s leads management and sales teams
  • Lack of skills
  • Lack of formal measurement plan
  • Lack of bandwidth to do the work

While there are these barriers, none of them are so difficult to overcome that AR should not even try to Continue reading

Have you noticed any change in Forrester’s direct influence in IT purchases

icon-dollar-euro.jpgSageCircle has received several reports lately from AR managers who perceive that Forrester’s direct influence on IT purchasing decisions seems to be going down. These perceptions are based on reports from their sales organizations that Forrester is not being referenced as often — or at all — as a source of information or advice by IT managers. This seems to be especially true in the IT infrastructure Continue reading