In the first part of my three-part interview with Dave Eckert, he outlined the foundations for the sales enablement of analyst relations. In this article, he outlines what AR must and must not do, as well as brutal truths about how to gain the resources needed. What analyst relations must provide to sales We’re going Read more about Dave Eckert: Five things analyst relations must provide to sales[…]
Gartner’s rapid evolution poses three profound challenges for analyst relations managers, and this blog is changing course to respond to them. Gartner’s role-based research, the rapid rise of user reviews and the consequent impact on marketing communications are all immense shifts. 1. Unlimited impact of role-based research. We don’t know what the full impact will Read more about Gartner’s symposium shows three new challenges for analyst relations managers[…]
Influencers have value. The opaque market emerging for buying influencers, increasing their value and leveraging their endorsements distort purchasing, policy processes and corporate outcomes. Over the next year Fábio Rocha, Jessica Backsell, Johan Nilsson and I will research the market for influencers. Rocha (@fnevesdarocha) is a long-time software industry executive whom I work with in Read more about The market for influencers: opaque distortions of commerce and policy[…]
You’re thinking it, aren’t you? You wonder if paying analyst firms will improve your placement in comparative reports, get you included in other reports, get you mentioned in speeches, and recommended when analysts talk to buyers. You don’t want to insult them, but you want to know. Isn’t it all pay for play? We Read more about Guest Post: How to Pay Analyst Firms for Better Coverage[…]
For start-ups, being nominated by Gartner as a Cool Vendor can be advantageous and appealing, which could make them stand out from the crowd and get valuable references or valued customers. Since Gartner began the Cool Vendors report in 2004, over 3,100 Cool Vendors have been recognised. Daryl C. Plummer, VP and chief Gartner Fellow just Read more about Gartner Cool Vendor 2018 release: Things are changing…[…]
The notion that early stage businesses need to focus on solving a client problem rather than on their own long-term survival is a common one, although sometimes it can be a good idea to find a consultant who can help you solve some challenges. However, they need to explain their commercial goals and strategies when Read more about Should start-ups put customer value before survival?[…]
Best practice analyst relations is changing. It is quickly being surpassed by strategic, relationship-based plans that show immediate results. In a Kea Company analyst relations webinar, Teri Green, Duncan Chapple and Stephen Miller will not only discuss shifts in the commonly-held ideas about ‘best practice’ but also outline a new frontier of excellence being established Read more about Analyst relations webinar: Beyond best practice[…]
LONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals. At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]
Mark Reed-Edwards found the perfect timing, right after ARInsights‘ forum in Boston, to ask me about the misunderstandings and options within analyst relations. In the first of two ‘Confessions of a Marketer‘ podcasts with Mark, I explain the roots of the pay to play myth: that all analysts will say better things about you if Read more about Confessions of an analyst relations consultant[…]
The KeaCircle and Analyst Firm Awards, which we’ll present at the Analyst Relations Value Forum on Thursday, will highlight the stunning dynamism of both analyst relations and of the analyst industry itself. Traditional megavendors are not longer at the leading edge for analysts relations, and clients of major analysts firms have more alternatives and are Read more about How AWS, HERE & Huawei overtook the megavendors[…]
Thanks to the IIAR a number of complimentary seats, worth £100 each, are now available for the Analyst Relations Value Forum at King’s College London on September 14. Panels at the event include some of the leading figures in : – How can AR cope with changing market dynamics? Allen Valahu (Accenture), Annelieke Nagel (Kea Company), Ludovic Leforestier Read more about Free seats available for the Analyst Relations Value Forum[…]
Industry analyst relations is an essential, if underutilized, tool in the marketing and positioning of software and IT services companies. Because of their relationships with buyers of technology, analysts like Gartner, Forrester and IDC hold tremendous power over vendors of IT products and services. They interact with existing and potential customers, employees and financial analysts. Read more about Leveraging the Power of Analyst Relations[…]