Recession AR: new Lighthouse course on maximising AR value

The stock-market jitters of the last weeks have already made a massive change in the conversations between analysts, vendors and their clients over the last weeks.

In April we’ll be relaunching a January 2002 course, on communicating through a reccession, that I never thought I’d have to run through again. While a recession may not unfold on a global scale, many analysts and buyers are tipping over into a recession mindset. This means making AR more responsive to analysts’ career worries and buyers’ concerns.

The course will run in Silicon Valley on Monday April 16 and then in London on Thursday April 26. The course involves four elements.

  1. An update on new research on candor and trust. Many AR professionals are familiar with classic works reflecting work on negotiation and rapport done by Harvard academics. David Maister’s book, The Trusted Advisor, and Fisher and Udy’s Getting To Yes are necessary but not sufficient for these new tough scenarios. We’ll step through some fresh perspectives on how to connect more deeply with analysts by developing fresh perspectives on their research problems.
  2. A round-table discussion about AR leadership. We’ll be discussing about the tactics that mid-level AR managers struggle with: listening to analysts, connecting with their concerns more intimately, and proactively pitching in solutions to their research problems. These leaders understand how to read the internal pressures in the analysts firms.
  3. A explanation of what turns analysts on these days. We’ll show you research conducted over the last year or two that shows the way in which analysts working habits have been changing. We’ll be including some research from a very large survey of industry analysts. Analysts today are different from analysts in the 1990s. We’ll show what behaviour now turns analysts on, and that is starting to drive them crazy, using survey data and a case study approach.
  4. One-to-one follow up. Each attendee get the opportunity to have a proviate discussion to refine their understand of how their firm that take advantage of the new tactics suggested by our research. This can be done either on the day, or afterwards by video conference.

To find out more about this course, email us at contact at lighthousear dot com.

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.