• 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 […]

For IT managers – It’s “Praise Your Vendor” Inquiry Day

icon-phone-headset.jpgNow for something completely different… offering the analysts a vendor compliment in lieu of a complaint. Advisory analysts at the largest firms (e.g., Forrester and Gartner) build their opinions based more on client feedback than on research evaluations. They generally do not do lab analysis or specific competitive research.  That means that the perceptions they have of the products may be more highly colored by negative customer comments heard during client phone-based inquiries than reality would suggest. 

SageCircle Technique:  Our suggestion to IT managers is that you Continue reading

Why technology buyers use the IT industry analysts

Sometimes IT and telecommunications vendors express frustration at the very existence of IT advisory analysts and their influence with the technology buyers (aka end users or IT managers). Often the vendors accuse the IT buyers of being lazy or stupid because they use the analysts instead of doing the research themselves. Bloggers are equally amazed at why end users would spend money on analyst contracts when there is so much information available for free on the Internet.

The reality is that the advisory analysts provide valuable services to technology buyers and have earned the trust of those buyers over the years. When they don’t understand the true reasons why the advisory analysts are widely used, vendor executives will miss opportunities to invest in analyst relations efforts.  This is also true for the sales force who need to understand the motivations for using the analysts,  Training is critical for preparing sales reps to handle lucrative deals that are impacted by IT analysts.

There are a number of reasons why IT advisory analysts exist and Continue reading