While firms like Honeywell and IBM had developed analyst relations earlier, it was the 1990s when AR became a major marketing expense for high technology vendors. This October 2003 training note by Duncan Chapple summarises the rapid change in the late 1990s. Agencies like SSSmith & Associates, Parallax, Lobsenz-Stevens Associates and Kensington Group were the…
Writing is grim, says Paul D’Silva. It is hard because it involves thinking clearly. What tips should we give analysts who need to write better, and more quickly? these are my suggestions, and I’d love to hear what you think we can add, Writing, and especially writing accessibly, is challenging. It produces a lot of anti-task behaviours, some…
The Analyst Sales Impact Matrix is one of the most-requested custom analyses produced by our Analyst Value Survey. Over the years, the AVS has gathered the opinions of thousands of users of analyst services about how they use analysts, and for what. The main report is a massive document, around 180 slides, but it does not answer…
Mark Schaefer coined the phrase content shock to describe the situation where content marketers produce so much volume that people can’t consume it. Last week I heard three leading professionals speak at a Techmap event to discuss implications for content marketers. Emily Turner described the evolution of content over the last 20 years, from static repositories…
Andrew Reed’s excellent Influencer Insights Podcast has a new episode. Analyst moves get mentioned in detail, which Andrew gets from ARchitect Express (the AR CRM solution exclusively available from Kea Company). There’s a very impressive and through-provoking interview with Dr Thomas Reuner (who I interviewed earlier), who has joined HfS, and Stowe Boyd‘s move to DCG gets…
Deloitte, NetApp and HCL are three of the firms that have been most successful at winning more share of voice in analyst research. More isn’t always better, but firms looking to push into the long tail have something to learn from those firms. The findings are part of the Influence Quadrant, a service launched in 2012…
The dominant paradigm for business is now that it pays to be sustainable and socially responsible, and that there are untapped economic opportunities. That has created a hierarchy in which only social problems that fit with profit-making are addressed. Dominant thinking focusses on business opportunities. There are, however, conflicting social goals around poverty and climate change,…
Ovum’s principal analyst for IT services has moved to upstart firm HfS Research. Having already worked at IDC, NelsonHall and Gartner, Dr Tom Reuner (@tom_reuner) gave me this exclusive interview on the analyst industry, and what made him move. You have a huge amount of experience as an analyst. What’s the difference between the way…