AR Classics: Priscilla Awde on Telling the truth
Telling the truth: analysts tell operators and vendors what needs to be said rather than what is popular
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 my PhD. In it, the Gartner, Inc, founder explains the role of the firm’s guiding theory in developing its approach to sales and pricing. Around 1986 I was still working to…
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 tech solutions provider is now spending 11% of its revenue on marketing. IDC’s technology marketing tracker shows that around 3% of that marketing spend goes on media relations, and 1.5% on analyst…
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 worked with the full range of analyst firms. In this article, Amjad made an early assessment of the new analyst firms which appeared eight to ten years ago. Navigating the new…
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 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…
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 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….
A podcast with Philip Carter from IDC (part 2)
Welcome back to the second episode of our new podcast series with Duncan Chapple (Managing Partner, Kea Company) and Philip Carter (Chief Analyst, IDC). As an EMEA chief analyst, Philip has a challenging role, where it is important to think outside the box and beyond the borders. In this episode Philip will answer a lot…
Control in Analyst Attitude Surveys
Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be…
