Influence
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 approaches gets the most short-term leverage. It’s the bottom-up approach, where we add up the dollar impact of analysts on our sales pipeline. Showing analyst…
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 its core mission and should resist mission-creep. All these views came together at the 2021 Analyst Relations Forum, organised by the Analyst Observatory. The slides…
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 of us spoke at the 2021 Forum about Gartner’s production that 40% of AR teams will be renamed by 2025. One year later, what’s the…
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 lovely phrase, which Brodeur often reused. I was delighted to see developed by Wire The Market in 2003. While my 2001 article focussed on the…
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 channel-agnostic perspective, wondering where this tool fits in arsenal of marketing. Independent market research commission by CCgroup has found that the value of analysts differs…
Here are four ways Analyst Relations people can stop analyst firm staff from selling in briefings. Can you think of any others? 1. Use chat: Many online tools allow chat, and some allow you to message privately to the analysts. In your own words, explain the spokespeople isn’t a prospective client. Let’s get back to…
Analysts told us what they want, let’s follow their guidance. Analysts take briefings from vendors so they can understand from the vendor’s perspective how they position themselves in the market; the vendor briefing does not determine an analyst’s viewpoint on the vendor, but these meetings are important to influencing the analyst’s mindset. Briefings give vendors…
The initial results have been processed from the Analyst Value Survey, and below is the schedule for the 2021 Analyst Firm Awards, which are based upon them. The Analyst Firm Awards are a unique opportunity for analyst firms’ users to show which firms create the most value in ten categories. The Analyst Firm Awards are…