• 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 […]

Hone your AR skills by attending AR Measurement Week

AR Metrics & MeasurementMark your calendars for a week (dates are listed below) of intense training on AR measurement topics. Every day for a straight week, SageCircle will be putting on a different webinar on one of the most critical foundational functions for AR: measurement. Each webinar is only $95 and you can find links to the individual webinars on SageCircle.com webinar page. There is a special offer if you register for all five sessions: a $50 discount (see the special link at the bottom of this webpage to sign up with the discount).  Each 90-minute session is packed with practical tips, information, and insights.

Certificate of Completion for Analyst Relations Measurement – SageCircle is starting a new program where we will be sending a signed, hardcopy “Certificate of Completion” to AR professionals who have completed a series of training sessions on a particular topic. The first Certificate to be awarded will go to attendees of all five AR measurement webinars.

 A “Certificate of Completion” will be a useful item to add to your resume as it shows you have invested in upgrading your AR skills and your commitment to the AR profession.

The Certificate of Completion for AR Measurement will be issued for those who have attended all five of the measurement webinars.  This includes the ones you may have taken in the past as well as those in one of the upcoming Measurement Week! series. Future public webinars will also count toward completion of the training for a Certificate. Another way to earn a certificate is to attend a half-day AR Measurement Workshop, either a public version or a privately scheduled session for just your company. 

Two sets of dates: October 19-23 and October 26-30 –“What!” you say “The first week is the same week as US Symposium!” Right, but if you are not going to be in Orlando schmoozing with the Gartnerians that week it would be a great use of your time to get in some training.  Alternatively “Measurement Week Two” will be held the week after Symposium.  You can even mix the sessions across both weeks if that is more Continue reading

AR Measurement – Moving beyond operational metrics

AR Metrics & MeasurementWithin one week, we received inquiries from two different AR-savvy clients about the measurements and metrics they should employ to track activities and benchmark progress against stated goals.  Both clients realized their existing measurement programs – primarily focused on counting AR activities and written research and press quote mentions – were not capturing the full picture of AR activities and effectiveness.  Therefore, the clients were unable to communicate effectively AR’s impact on sales to executives. 

First, before diving into what measurements and metrics to track, clients need to define performance vs. operational metrics.  Performance metrics measure AR’s progress against strategic results such as trends in analyst opinions by market, product, etc. or number of sales opportunities supported by the AR team.  Operational metrics, on the other hand, measure AR’s utilization and productivity against plan.  Some examples include briefings, inquiries, roadshows, summits, etc. and volume of analyst research publications tagged and monitored. 

Second, clients must examine the company’s overall performance goals and then define the AR goals needed to achieve these objectives.  For example, Continue reading

Defining “Operational Metrics for Analyst Relations”

Background:  When building AR measurement programs, AR practitioners must distinguish between performance and operational metrics.  Performance metrics help AR teams measure progress against strategic goals while operational metrics measure utilization and productivity against plan.   

Operational metrics measure AR’s utilization and productivity against plan.  They primarily are internally focused and fall into one of three categories: 1) utilization and Continue reading

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