Which analysts are most influential
Our friends at Influencer50 said in a recent post that awareness is a mistaken measure to focus on, especially for larger firms. Often major players have high awareness by default, so they need to focus on favourability rather than awareness. However, awareness can differ widely – even for major firms. Because awareness is a precondition…
In the follow-up to our post on high costs of analysts as speakers, there’s been a good follow-on question. If analysts’ managers don’t want analysts there, then there’s an opportunity for price-gouging. However, what does it mean for a vendor’s relationship with analyst firms? If analyst firms don’t want their analysts being used as speakers,…
You’ve got two high-powered speaking slots to fill at your company’s major event. Why not help the profile of the AR team by getting the gaps in the roster from the analyst community? Even better, why now cut down the travel costs by using the same top analyst to do both 45 minute talks? But…
The growth of free and freemium analyst research is a fascinating development. In a way, it’s an acceleration of what we’ve seen in the analyst industry, previously, in the form of White Papers. Often White Papers were working well for both analysts and vendors. Increasingly it’s fascinating to see this kind of snowballing development, particularly…
Rich Sturm, CEO and founder of Enterprise Management Associates, and I have been discussing a recent article in which I point out that most analyst firms get a third of their revenue from vendors. Spending by vendors is much more visible, because that’s what vendors pay for – visibility in the events, research and quotations…
Show me the money! AR professionals need to start talking more about changes on the industry side, on the analysts’ side. How things are changing for analysts – as businesses – is key. I think a lot of what AR folk are comfortable talking about is really about the interaction between the analyst and the…
Duncan Chapple and Marius Jost discuss how analyst firms are changing in a recently-recorded podcast. In the mp3 recording, the two former analysts discuss what what means for the way that end-users ‘consume’ analyst services. In less than 15 minutes, the two analyst relations experts spotlight six major trends unfolding in today’s past-changing analyst industry….
Each year February Lighthouse’s Advisor Spotlight webinar discusses Burton Group. A few years ago Burton started to to be seen as one of the analyst firms to watch, winning it a top place in our 2006 survey, especially in terms of end-user influence. It has been one of the five fastest growing firms. When Gartner…