Which analysts are most influential
The chart on the right shows how strongly different influencers affect big-business purchasing. For a larger version, click here. The data come from an international survey of technology buyers conducted by SageCircle. SageCircle closed shortly after they shared this data with us in 2003, so I don’t know how they defined their categories. However, if…
Forrester Research principal analyst R “Ray” Wang recently wrote this note with Christopher Mines and Emily Van Metre. In it, Wang hopes to pursuade analyst relations professionals, technology marketers, sales leaders and management professionals to increase the credibility of AR with colleagues working in product teams and other corporate functions. This is such a key…
The Institute of Industry Analyst Relations met earlier this month to refine its priorities and elect a new managing board. I thought it would be worth sharing some of the outcomes, using some notes by the IIAR’s Secretary, Hannah Kirkman. Twenty-two of us came to the meeting, at the Dell office, and Stephen England dialled…
Now the dust has settled, we are starting to get a closer look at the impact of Orbys Consulting’s purchase by Ovum. Some key details are: In the short term, it’s business as usual. Orbys will remain a separate brand and a separate practice. Ovum wants to internationalise Orbys and create more Orbys services for…
Ovum’s purchase of Orbys Consulting seems to have all the right strings attached. The deal extends Ovum’s client base of large user organizations and gives Ovum clients access to Orbys’ distinctly pragmatic strategies for choosing suppliers and finalizing contracts. Orbys is a profitable $7.3 m consulting business which consults to many of Europe’s largest buyers…
We recently mentioned that budgets for AR have risen to 28% of PR spend. I’ve had an interesting question from a reader. Do increased budgets mean anything? Effective analyst relations is really about building relationships not simply about budgets, or even mainly about budgets. Isn’t this even a point Lighthouse makes, that most AR effort…
According to BtoBOnline, IDC has found that spending on analyst relations has risen to 28% of the spending on public relations by technology suppliers. The report by Kate Maddox (ex-@d:tech and Advertising Age) summarises IDC’s conference call on Thursday which announced the findings of its 2006 benchmarking survey with senior tech marketers. Vendors’ spending on…
It’s slightly surprising to many that there is no simple rule of thumb for the cash value of AR. Of course, there are complex systems to look at the cash value: one of these is win-loss analysis, another [which uses a model based on historical data from win-loss analysis] is Efrem Mallach’s AR Value Calculator….