AR Classics: Gideon Gartner on Theory G and sales
Gideon Gartner’s website has been toppled by PHP problems, so I’m reposting one of the articles I’ve spent the most time reviewing while writing…
AR Classics
AR Classics is our collection of widely-read analyst relations articles which continue to be popular years after their publication.
Do’s and don’t’s when interacting with analysts
Although analyst relations is now a major element of tech marketing, many spokespeople mis-step in analyst briefings. Gartner’s research shows that the average high…
AR Classics: Amjad Khan on the new AR era
Since managing analyst relations for clients like Microsoft, Motorola and Kodak at CCgroup, Amjad Khan’s led AR in-house at Global Crossing and Amdocs and…
AR Classics: Identifying and Measuring Impact and Influence
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…
AR Classics: Barbara French on how to grab an Influential Analyst’s Attention
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…
AR Classics: Gartner and Forrester are not, repeat not, Tier 1
You read the headline correctly; Forrester and Gartner should never be considered Tier 1. Yes, yes, Gartner is the industry behemoth, and Forrester is…
AR Classics: Why Congress won’t regulate analysts
Given the current FIFA scandal, it’s interesting to note that it is a year since the most serious call yet for the regulation of…
AR Classics: Why corporations pay technology analysts $15 billion a year
Corporations pay technology analysts $15 billion a year for unbiased technology research. But many common analyst practices look suspiciously like conflicts of interest. By…
AR Classics: Get Ahead Of Analysts: The Murphy Approach
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…
AR Classics: “DMB” is over & other harsh AR truths
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…
AR Classics: Ed Gyurko on How to Impress Industry Analysts (2001)
When Ed Gyurko first approached industry analysts as a marketer for the technology company he then worked for, he did it all wrong. He…
AR Classics: The ups and downs of using consultants to select vendors (1990)
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…