• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    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 […]

Planning can increase your effectiveness and efficiency by dovetailing activities

Analyst Relations Planning 

“So how am I supposed to make time for this wonderful idea?”

 

This is a common question we get from AR professionals and managers, and it comes from both novices and experienced pros. It is typically asked within the context of a discussion about best practices training or a discrete activity (e.g., “moving the dot,” influencing an analyst conference, doing more client inquiries or experimenting with social media). Granted, if you added up all work associated with the “wonderful ideas” that SageCircle recommends for AR programs, then it would seem pretty daunting. 

However, it is wrong to consider each of these techniques as a standalone activity. Rather one must put each of them into the broader context of other activities. Frankly there should be a lot of overlap among all you do so AR needs to think about how activity A contributes to activity B. For example, working on a response to a Forrester Wave update is also a:

  • Regular “top of mind” touch
  • Opportunity to influence the agenda and content for a future conference
  • Relationship building exercise
  • Chance to influence the analyst’s research priority list for the next year
  • Intelligence gathering about number and type of sales deals the analyst influences
  • And others

What makes this dovetailing of seemingly disparate activities easier is to have an AR strategic and tactical plan that acts as an umbrella for all activities. A good plan will map out many of the activities for the year and that will permit AR to determine what is redundant and can be eliminated. It will also highlight potential Continue reading

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