• 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