• 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 […]

There can never be an analyst influence database [Practitioner Question]

question-mark-graphic.jpgQuestion: Is there a database that ranks analysts in terms of influence?

While there are some fine analyst directories or databases available for purchase (e.g., ARinsight’s ARchitect3) none of have “influence” data. This is because influence is a relative term which is dependent on what the vendor is trying to accomplish and the market space they are addressing. Obviously two companies with different products would see the same analyst as having different influence.  However, two competitors in the same market could also end up with analyst lists that are different because they have different business objectives they are trying to accomplish. Even the same vendor could rank the influence of the same analysts differently over time, even in a span of only a few months, as the vendor’s business and analyst relations (AR) objectives change.

While there are no databases of influence to purchase, AR can still create a formal analyst list management process with documented ranking criteria. Although this framework cannot eliminate the work associated with determining influence, it will permit AR to rank their analyst lists efficiently.

If an AR team does not have the bandwidth to do the work associated with creating an analyst list, there are Continue reading

Why AR Matters – Analysts can get your company on short lists that you were excluded from

icon-dollar-euro.jpgMost analyst relations (AR) professionals are in an environment where they have to continually justify the relevance of the industry analysts and AR. One of the best arguments for justifying the investment in AR is the impact analysts have on the company’s sales opportunities. Usually the easiest to find examples are negative, such as when an analyst’s commentary has caused a vendor to be removed or excluded from a short list, because a sales rep will be howling in anger. However, with some investigation AR can turn up positive impacts of the analysts, e.g., when an analyst has been your advocate by getting your company onto a short list.

In Reality Check: Sales reps matter more than product on the Software Insider blog, former Forrester analyst and current VP of Research at SSPA John Ragsdale illustrates how an analyst with a simple question can help a vendor get placement on a vendor short list. 

“…Over the last year I have become increasingly aware of something and wanted to share it with a larger audience. When I have conversations with companies about a pending software purchase (usually CRM or eService), they tell me the core business problems they are trying to solve, then give me the list of vendors they are considering. And almost every time, I hear a little jingle from Sesame Street in my head:

     “One of these things is not like the other
     One of these things just doesn’t belong
     Can you guess which thing is not like the other
     By the time I finish this song?

“Why? Because the obvious vendor(s) who are specialists in their problem are not on the list, and they are selecting from a group of vendors who all do something else. So I ask, “Um, why isn’t Vendor X on the list?” And here is the universal reply. ‘Oh, we started with them, but Continue reading

Context, advice, reputation and time: How analysts can thrive in the social media age

icon-social-media-blue.jpgBecause vendor executives still wonder why enterprise IT managers still use the analysts (they need to read Why technology buyers use the IT industry analysts) and hope that they influence will diminish (they should check out Influence is not a zero-sum game so analyst influence is not necessarily diminished by the rise of bloggers), we continue to look for ways to clearly articulate why those vendor executives are indulgencing in wishful thinking. Chris Anderson, Editor-in-Chief of Wired Magazine and creator of the Long Tail theory, had an interesting post about human-powered search and the long tail that is a nifty approach to the issue of why pay for something when so much information is available for free on the Internet, blogosphere and other forms of social media.

Chris started with something from Economics 101: “Every abundance creates a new scarcity.” He then went on to illustrate with these examples:

  • An abundance of information can create a scarcity of context
  • An abundance of choice can create a scarcity of advice
  • An abundance of content can create a scarcity of time
  • An abundance of people competing for your attention can create a scarcity of reputational ways to choose among them

Each of these scarcities apply to the typical IT manger and executive in spades. Few IT managers that I have spoke with in the last 18 months are ignoring the relevant blogs, but want a source for context and “reality checks.” The vast majority of IT managers look at information in the blog, media and so on, but want someone to turn to for advice. Nobody in these days of lean staffing, has the time to read all the relevant blogs and talk to all the relevant vendors, so they need a resource that can help Continue reading

Influence is not a zero-sum game so analyst influence is not necessarily diminished by the rise of bloggers

icon-social-media-blue.jpgA common thread in blog postings is that because bloggers are becoming more influential, analysts have to becoming less influential. Also, not a week goes by where we hear that some vendor executives – who often loathe the communications and tech industry analysts – have said that analysts and AR are less relevant due to social media. The common underlying idea is that influence must be a zero-sum game where there is a finite and fixed amount of influence in the universe. If one group increases their influence then other influencers have to see their influence decrease. Nonsense. 

The amount of influence is not fixed, but can grow and morph over time as we pointed out in the SageCircle’s Fog of Influence. For instance, the Continue reading