Influence
A crucial element in the IDEAL process model for analyst relations is driving performance. This requires goals, operational resources and technique and insight into the context. In a nutshell: More insight is needed to develop focussed, self-confident AR practitioners; resources and tools to manage AR performance are needed to share knowledge and drive activity, including…
Louis Columbus, formerly an analyst at AMR Research, has joined Lighthouse as an adjunct consultant. Louis is leading a long-term project helping Lighthouse clients to track and understand analyst research about their firms. Adjunct consultants work alongside the core team, helping to clarify and develop specific clients’ opportunities to better conduct their analyst relations. Lighthouse’s…
Weber Shandwick has published an article outlining five practical steps for navigating the world of AR: Build a rigorous contact strategy and plan Nominate and negotiate an interactor team Train the interactors in AR Integrate with the sales team Measure the results. Compared to the observations of most agencies, these show much greater understanding of…
UK media relations company Rainier PR has just published a useful note on analyst relations in its series ‘PR White Papers’. The paper summarizes discussions with 50 EMEA analysts, focussing on breifing analysts effectively. The firm explains: “When it came to the quality of PR agencies that analysts deal with 56 per cent said that…
When hiring analyst relations team members, should firms look for senior or junior staff? That’s the question I’ve been evaluating recently in a discussion with a colleague in Silicon Valley. “If AR is done right there are no seniors and juniors, it is just one team acting in unison”, says my correspondent. There’s a lot…
Industry analyst firms, like Gartner, AMR, Forrester, and Ovum represent a multi-billion dollar market of specialist advisory firms that consult to large enterprises on the basis of an independent research agenda. That influence is strong across almost every market sector. Analysts influence between 40% and 60% of commercial technology deals in the United States, and…
Melissa Beck has written a short article on analyst relations for the Washington Institute of Technology magazine. She explains how often a third-party industry analyst or firm will be referenced as unbiased persuasion to buy, sell, or invest and outlines some key myths in AR: Myth #1: A Sales Presentation can be used as an Industry Analyst…
We are holding our foundation course in Singapore, Influencing Industry Analysts, on Monday 15th August 2005. This is the first level of four courses aimed at analyst relations managers with differing goals and spans of control. The Singapore course has been substantially reworked to reflect the broader responsibilities of pan-regional managers. It offers a comprehensive…