• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    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 […]

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