How to deal with industry analysts for startups
View back the recording of Michael Coté’s talk early 2014 on dealing with analysts, narrowed down to startups.
Influencer Insights Podcast February News
This first episode of Kea Company’s Influencer Insights Podcast covers a number of interesting developments in the IT research industry including a number of prominent Forrester analysts leaving and an interesting move at Germany-based Experton Group.
Equipping Sales for the MQ Effect: the Magic Quadrant and Tech Vendors (Part Seven)
Gartner’s Magic Quadrant can have a powerful impact on IT vendor sales cycles – anointing some vendors as a prime candidate for a sales opportunity while denying other vendors even a chance to bid. In order to exploit positive placement on a Magic Quadrant and mitigate negative placement, vendor sales executives need to work with…
Guest Post: When Your Company Takes Out Your Favorite Analyst
It happens to the best of us. Your analyst relations program is humming along nicely – your analysts are behaving, your internal constituents under control – when one day, wham! You get a call from one of your SVPs sharing some exciting news! Joe Analyst, one of your company’s key advocates, has now joined your…
The Danger is Complacency: the Magic Quadrant and Tech Vendors (Part Six)
There is a certain amount of self congratulations that occur when a vendor achieves a favorable “Leader” position on a Magic Quadrant. Because they are in the “Leaders” block, vendors feel like their job is complete. The problem is that such an attitude could lead to complacency and endanger a company’s coveted status in the…
How To Eat An Elephant – A Recipe For Proper Analyst Relations
When starting with analyst relations companies often realise that the task lying ahead of them is pretty daunting. There are several hundred analyst firms with thousands of analysts publishing research for every imaginable market niche. On the other side there are tens of thousands technology providers worldwide vying for the attention of these analysts. This…
Create a New Market Category by Courting Analysts Your Customers Respect
Marketing is by far the most complex organization within a business. The same individuals tasked with building brand standards and designing websites are also architects of intricate demand generation programs to drive lead flow to the sales team. Often these left-brained / right-brained activities are at odds with one another, which eventually leads to specialization…
Crunching the Numbers – Behind the Scenes of an Analyst Briefing Campaign
It is quite easy to talk about the qualitative aspects of analyst relations, but when it comes down to the numbers, things tend to get more confusing. Measuring has become a holy grail of business operations and a lot of times things that can’t be measured in terms of ROI get discarded quite quickly.