• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

There are many types of problem analysts

For the most part, IT and communications industry analysts are a hard working, diligent group. They do their homework, make sure that they are up-to-date and act in an ethical manner. Unfortunately, this description does not cover all analysts.

While the analyst community can rightly say that there are problem AR teams, the reality is that there are problem analysts as well. However, there is no single type of problem analyst. Rather there are a variety of types each with their own characteristics. AR professionals need to identify the type of problem analyst they are confronted with and develop a plan that addresses his or her specific characteristics. The types of problem analysts that SageCircle has identified are:

Got a problem analyst? Screaming won’t help.

That primal scream of frustration from the throats of many AR professionals often comes as a reaction to something that a “problem analyst” has said or done. Be it the killing of a promising sales deal or an uninformed but highly visible press quote, problem analysts can wreck havoc on the AR team’s plans and standing within their own companies. How should AR professionals react when they are confronted by the wrath of an executive screaming?  What activities should a team plan to turn around negative analysts?

An approach that rarely works is for the AR manager to turnaround and scream, whether at the analyst or the analyst’s boss.  What does work is for the AR manager to step back, take a deep breath and calmly analyze the situation.

One issue that AR has is determining whether or not it even makes sense to invest any effort into turning around or countering a problem analyst. Frankly, many problem analysts are not worth the effort because they have little influence. The next issue is to determine the type of problem analyst you are confronting (e.g., pragmatist, know it all, budget vampire, well-known press hound, rock star, among others) because different types of problem analysts require different approaches.

The critical step – if the decision is to turn the analyst around – is creating a plan to address the situation. Oh, don’t forget to equip your sales force with information and tools to mitigate negative commentary in the meantime. Of course AR has to do this while your executives are breathing fire down your neck.

Announcing the SageCircle “Dealing with Problem Analysts” Webinar

Our SageCircle AR Webinar will provide you with succinct and actionable information that will help you analyze your situation and determine Continue reading