Category: AR Classics

AR Classics is our collection of widely-read analyst relations articles which continue to be popular years after their publication.

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AR Classics: Identifying and Measuring Impact and Influence

Posted on by Guest Author

How can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

Posted on by Duncan Chapple

Barbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]

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AR Classics: Gartner and Forrester are not, repeat not, Tier 1

Posted on by Duncan Chapple

You read the headline correctly; Forrester and Gartner should never be considered Tier 1. Yes, yes, Gartner is the industry behemoth, and Forrester is likely the number two firm for enterprise end users, but that does not make them automatically Tier 1 for the purpose of creating a ranked and tiered analyst list. In the Read more about AR Classics: Gartner and Forrester are not, repeat not, Tier 1[…]

Gartner Market Opportunity slide

AR Classics: Why corporations pay technology analysts $15 billion a year

Posted on by Guest Author

Corporations pay technology analysts $15 billion a year for unbiased technology research. But many common analyst practices look suspiciously like conflicts of interest. By Christopher Koch For many business executives, technology analysts are the consiglieres of the Fortune 1000. These trusted advisers seem like the voices of objectivity, offering unbiased wisdom about the endless outpouring Read more about AR Classics: Why corporations pay technology analysts $15 billion a year[…]

AR Classics: Get Ahead Of Analysts: The Murphy Approach

Posted on by Thom Erbé

For several years in the 1990s I shared a household with an old golden retriever named Murphy. Murphy had ESP. He’d know exactly where one of us would want to be in five minutes. He would position himself right there, in the way. It didn’t matter if the place was the refrigerator, the best chair to watch TV, or the bathroom door. Wherever it was, there was Murphy—ahead of us – where he knew he would get our love and attention. […]

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AR Classics: “DMB” is over & other harsh AR truths

Posted on by Duncan Chapple

2014 was the breakout year for freemium analyst firms. It’s fundamentally ended the fantasy that only Gartner and Forrester were “deal-maker or breaker” firms. An excellent illustration of that is the chart here, which uses data from the Analyst Value Survey. It shows the companies where the demand-side and supply-side respondents gave the most different answers to Read more about AR Classics: “DMB” is over & other harsh AR truths[…]

AR Classics: Ed Gyurko on How to Impress Industry Analysts (2001)

Posted on by Guest Author

When Ed Gyurko first approached industry analysts as a marketer for the technology company he then worked for, he did it all wrong. He says, “I mistakenly thought that that industry analyst relations were just like media relations. I thought, ‘Well, ok I’ll make a few calls.’” Although you need to handle them very differently, Read more about AR Classics: Ed Gyurko on How to Impress Industry Analysts (2001)[…]

AR Classics: The ups and downs of using consultants to select vendors (1990)

Posted on by Efrem Mallach

It’s Not That Simple, writes Efrem Mallach. Since World War II, the growth of management consulting has literally skyrocketed. At the beginning of this decade management consulting was a $32 billion industry. In the five ensuing years its economic growth had doubled.(n1) And nowhere has the impact of this growth made more of a mark Read more about AR Classics: The ups and downs of using consultants to select vendors (1990)[…]

AR Classics: Buyer beware on analyst advice

Posted on by Efrem Mallach

Admit it. You’re an advice junkie. Need proof? The industry analyst business rakes in more than $I billion annually, mostly from IS managers who seek advice on trends, vendors and products. Consultants take in even more for advice tailored to specific situation. If you spend that much on advice, you pay attention to it. Vendors Read more about AR Classics: Buyer beware on analyst advice[…]

French Caldwell, Chief Evangelist, MetricStream (PRNewsFoto/MetricStream)

AR Classics: Don’t panic if a competitor hires your Gartner analyst

Posted on by Duncan Chapple

After Gartner’s French Caldwell retired he joined MetricStream, one of the GRC vendors he followed for Gartner. Folk are often surprised when top analysts move over to the supplier side. Howard Dresner, one of the best known analysts in any field, surprised  a lot of people when he left Gartner to join Hyperion. While it’s only Read more about AR Classics: Don’t panic if a competitor hires your Gartner analyst[…]

AR Classics: Melissa Ruby’s analyst relations myths

Posted on by Guest Author

Seattle’s Melissa Ruby wrote this for the Washington Institute of Technology magazine almost ten years ago. Then analyst relations manager for Intermec, the Honeywell business, Mel’s prior background at Edelman brought a strategic messaging approach to her AR work. Since then she’s deepened her reputation in the AR community as someone with a strong focus on demand Read more about AR Classics: Melissa Ruby’s analyst relations myths[…]

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AR Classics: Paul Allen on EMEA analysts’ perspective

Posted on by Guest Author

In Q1 and Q2 2005, Paul Allen conducted research with 50 EMEA analysts across the leading analyst houses into exactly what they thought of both technology vendors and PR/AR agencies. Back then Paul and I were working from the Lighthouse & Rainier office in Palladium House. Paul found that agencies have much to learn about delivering analyst relations Read more about AR Classics: Paul Allen on EMEA analysts’ perspective[…]