• 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 […]

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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