Influence
While the Northern hemisphere is getting chilly, this is the one month when salespeople at firms like Gartner and Forrester really start to sweat. Many vendors sign off their major contracts with analysts firms around now, and it’s a great opportunity for analyst firms and vendors to maximise the value from their contracts. Despite the…
Analyst relations (AR) programs have a substantial opportunity for improvement. This month I’ve been reviewing ten years’ worth of data from the Analyst Attitude Survey. Around 700 analysts have taken part in the survey and, after around 180 analysts downloaded the summary last week, I’ve also been thinking over comments from them. What I’ve seen…
Some people say the Gartner’s Magic Quadrant (MQ) is the most influential diagram in the business world. Each quadrant positions the major technology solution providers in a stated market according to their vision and execution. Many vendors dedicate huge resources to improving their position and, while low scores make some vendors despair, even a modest…
What is the Magic Quadrant, and why is it so influential? Why is it so misunderstood? Analyst relations professionals lost answers to these questions earlier this year after an error by Podbean, the company we hire to host our Influence Hub podcast. The two podcasts which answers these questions, and have had over 4,000 listeners, unexpectedly went…
A key challenge for headquarters communications teams is how to manage national public relations agencies. Few companies with really global business are able to manage their communications with total centralisations, and none do that successfully. The challenge for companies is to develop really effective co-ordination, not only on the technical level but also in terms…
A key challenge for headquarters communications teams is how to manage national public relations agencies. Few companies with really global business are able to manage their communications with total centralisations, and none do that successfully. The challenge for companies is to develop really effective co-ordination, not only on the technical level but also in terms…
Analyst relations has matured as a profession and a process. That’s our conclusion from reviewing which articles readers to this blog have been reading the most. The day-to-day challenges for AR managers are about tracking competitive changes in the analyst industry, and in working better with other marketing and communications disciplines. When we look at…
Analysts’ opinions shape the most authoritative discussions in the technology and telecoms industries, both online and offline. That’s why analyst relations should be an essential element of both B2B and B2C marketing. Sadly, the profession of analyst relations is struggling because both analyst relations and influencer marketing approaches have not been well enough connected to lead generation….