• 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 […]

Why do analyst consulting days? [AR Practitioner Question]

question-mark-graphic.jpg As was briefly mentioned in Strengths and weaknesses of analyst research delivery types, analyst consulting days (aka SAS or strategic advisory service in Gartnerese) have a high risk/reward profile for vendor analyst relations (AR) teams. After that post, we received a question from an AR practitioner asking why AR would want to spend the money on an analyst consulting day.

It is important to remember that building strong analyst relationships requires a mix of interaction types.  You cannot achieve your objectives using only briefings and inquiry. Consulting days can have significant benefits when done correctly.  Because there are different reasons for purchasing analyst consulting days from the firms, vendors need to clarify the goals they want to pursue through buying consulting days. The shotgun approach of “we’ll just throw some more money at them by buying consulting time” rarely succeeds in genuinely increasing an analyst’s positive perception of a vendor.

The various reasons why vendors choose to do consulting days vary in real value:

  • To build stronger relationships with key analysts
          – Rating: high value
  • To do a Deep Dive-style uninterrupted briefing
          – Rating: none to high value
  • To have a high profile marketing event speaker
          – Rating: Continue reading
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