Guest post: How influential are Industry Analysts?

The role and influence of industry analysts is shrouded in confusion, and since the effectiveness of AR is sometimes difficult to accurately measure, many smaller companies try to simply ignore the topic completely.

That’s a mistake.

In the enterprise sector, industry analysts have a strong upstream influence on the process that forms opinions about your business – whether you like it or not.

Industry analysts influence vendors, specific sales deals, product development, and market capitalization.

Analysts are considered a truly independent source of information. They share their knowledge in several ways, including customer inquiries, analyst reports, media briefings, social media and many more.

“It’s usually impossible for vendors to find out exactly what’s discussed in ‘black box’ enquiry calls between technology buyers and analysts, but it is possible to ensure that your company is presented in the most-favorable light possible,” says Simon Jones, Managing Director at OnPR, part of ThinkTank Networks. “These enquiries are critical since they can mean that you get shortlisted for an RFQ – or disqualified before you’ve even had a chance to pitch.”

Duncan Chapple, Managing Director, Kea Company adds: “Our European CIO survey shows that analysts are the most trusted external advisor to executives who purchase technology.”

Understanding how to work effectively with Industry Analysts is essential to your go-to-market success.

Reposted with permission from ThinkTank Networks.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As SageCircle research director, Chapple directs programs that assess and increase the business value of relationships with industry analysts and sourcing advisors.