Technology markets are in turmoil, and industry analysts are a vital part of the fabric needed to prevent vendors from tearing the industry apart. Many vendors are decelerating sales and
The gap is widening between the most effective analyst relations programmes, at firms like Ericsson and AWS, and the ‘best practice’ firms that are carefully aligning with the majority of
Licensed content from niche analysts is a valuable marketing tool. However, the perception of top analyst firms is shifted through #analystrelations, not spending.Extensive effort is needed to win advocacy from the
If you can’t value analyst relations ‘bottom-up’ (through sales tracking and win-loss analysis) then can it be done ‘top-down’ (using brand equity approaches)? There’s no question about which of these
Analysts relations professionals are under new pressures. Many are questioning whether, and how, AR should try to transform its value to colleagues. Others feel that AR has not yet exhausted
I’m delighted to join my Analyst Observatory colleagues Robin Schaffer and Sarah Shamouelian for this year’s Analyst Relations Forum: “AR Transformation, One Year On”. This time last year, the three
It’s 20 years since I wrote Influencing the influencers, an insight note published by Brodeur which discussed analyst firms, their business model and the benefits of analyst relations. It’s a
One of the many transformations in analyst relations in recent years has been its growing integration into marketing communications. Sales and communications leaders are now looking at AR from a
