Messaging develops in two ways: up from the grass-roots experience of the company, and down from the top-level idea. The third assertion in our Credo series is that AR managers have to accept that duality, and understand that it reflects analysts different approaches. The challenge for the AR professional is to develop consistency, both between…
Analyst relations is a marketing activity, in more ways than one. Analyst relations is normally part of the marketing department of companies. And, if marketing is the process of identifying, anticipating and satisfying consumers’ requirements, then analyst relations is the process of identifying, anticipating and satisfying analysts’ actual needs (and not only their explicit needs,…
In following on from my first Credo, I have received independent confirmation from an analysts that there is no win from being aggressive. And vendors should be vigilant about finding out how their AR managers and agencies are treating analysts. It’s the old one isn’t it – one satisfied customer has much less impact than…
Over the weeks since Gartner’s Symposium we’ve been comparing some of the conclusions from our IDEAL Audits, which allow AR managers to see the strengths and weaknesses of their AR activities. We’ve developed a Credo as a result; a list of core principles that we feel AR professionals should subscribe to. The first is the…
You can qualify as an analyst relations professional – without leaving your desk. Over the ten weeks, two of the most respected analyst relations leaders will share more than 20 years’ insight into analyst relations. Duncan Chapple and Dr Efrem Mallach will teach “Win Them Over” – the course on Mallach’s best-selling AR book of…
Most vendors that subscribe to Gartner are being offered expanded services. Their proposed fees are also growing, often by 50%, 100% or 150%. We have observed some common tactics and experiences within its client base. However, the central pressures are not in dealing with Gartner: the severe difficulty for AR directors and other Gartner clients…
A “military victory,” in the sense of total control over the whole territory imposed on the entire population, is not possible.Henry Kissinger, former US Secretary of State, quoted in this week’s Marine Corps Times. Competitive approaches in tech market reflects military doctrine in two ways. First, there is great variance between the dominant doctrines found…
There’s a new AR blog –http://MarcDuke-MarcDuke.blogspot.com/. Marc is a seasoned AR professional who has had a solid grounding in marketing theory over the years. He and I are two of the few AR people who have the Chartered Marketer qualification (another is Kim Horner). He deserves kudos for surviving Lewis – the Guantánamo of the…