Developing valuable relationships by understanding analysts attitudes and needs
Writing on the Influencer Relations website, a veteran software CEO has appealed for industry analysts to clean up conflicts of interest, and for customers to not buy from firms who do not. Kyield CEO and AI expert Mark Montgomery left the comment on the website’s most controversial post, which discusses the business model of Constellation Research…
Analysts don’t think it’s their job to help failing spokespeople. Rather than speak up, analysts will often let executives hang themselves with their own rope. That’s the sad story emerging this month, as my colleague Christian and I speak with analysts who look part in the recent Analyst Attitude Survey. Roughly half of the 150…
Eight analysts and AR professionals made some great suggestions in the wake of my post on Seven mistakes that will kill your pitch to analysts. I though I’d share their ideas here. Lisa K Stapleton: I once listened to someone who said they were going to talk about four main points. As we were listening, he kind of mentioned three and…
As part of our Influencer Pitch Process research, 44 people at analyst pitches (on either side of the table) told us about times when the meetings went badly wrong. Seven mistakes came up time and time again. Indeed, everyone who commented mentioned at least one of these seven errors. Pitching in solutions that don’t relate to…
Readership of this site doubled in 2013, largely because of the Analyst Value Survey (AVS). Since renaming the site as Influencer Relations at the start of 2014, readership has grown by more than half again. As you can see from our 20 most-read pages in 2014, listed below, insight from the AVS and Influencer Relations’ Analyst Firm…
When Ed Gyurko first approached industry analysts as a marketer for the technology company he then worked for, he did it all wrong. He says, “I mistakenly thought that that industry analyst relations were just like media relations. I thought, ‘Well, ok I’ll make a few calls.’” Although you need to handle them very differently,…
Forrester alumna Karin Nauth Shelley, who recently joined me here at Kea Company, has written this excellent review of The Trusted Advisor. I met the book a dozen years ago, in a master class John Brodeur taught for senior managers at Brodeur Worldwide, and join Karin in recommending it. The Trusted Advisor, by Maister, Green and…
The second-most important pitch for start-ups, after the investor pitch, is the analyst briefing. These are the formal oral presentations that are more or less mandatory for any new solution coming to the IT or telecoms markets. In November and December 2014, over 100 professionals who take part in pitches shared their stories about what…