Weber Shandwick on analyst relations

Weber Shandwick has published an article outlining five practical steps for navigating the world of AR:

  • Build a rigorous contact strategy and plan
  • Nominate and negotiate an interactor team
  • Train the interactors in AR
  • Integrate with the sales team
  • Measure the results.

Compared to the observations of most agencies, these show much greater understanding of the AR process.

But what”s baffling me are the opening sentences: “Over the last 18 months the community of industry analysts servicing the European technology industry has shifted. Established firms such as Gartner and IDC have extended their remit, adding strategic and consulting roles to their traditional analysis and report writing services.

The expansion of the analyst firms into the consulting space is anything but recent and, looking at Gartner/META, has actually declined.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.