If your firm winning the battle of ideas?
A new free analyst relations audit is on offer from Burson-Marsteller’s Industry Analyst Relations Team. According to BM’s Conny Hinterecker, “After a comprehensive auditing inverview, Burson-Marsteller will present clear results in the form of a written analyst relations audit report. It contains an overview of the current state of the efficiency and effectiveness of the…
Many organisations want to benchmark their analyst relations, but sometimes it’s hard to benchmark against competitors: the field might be too broad or narrow for an Analyst Attitude Survey. And as budgets come under pressure, it’s harder to maintain measurement budgets. That’s why Lighthouse is relaunching our Analyst Relationship Maturity audit (ARM). In recent years…
Since our December survey we’ve seen increasing numbers of AR teams trying to move away from tracking their own efforts and trying to see how they are moving relative to their competitors. In the recession mood which still influences many buyers, analysts continue to play a market-shaping role. Clients, not technologies, are increasingly at the…
What are the top errors made by AR teams trying to develop measurements and integrate them into balanced scorecards? Carter and Dave have some suggestions, but while they certainly picks up on challenging aspects of measurement, I’m not sure if they are all mistakes – let alone the most serious mistakes. To pick up on…
“You can’t manage what you can’t measure,” so corporate management always wants to measure analyst relations. It’s easy to count briefings and such, but that misses the point. One should audit results, not effort. The result you want, of course, is a shift in your favor (or favour, for the Brits reading this) in analyst…
The growth of free and freemium analyst research is a fascinating development. In a way, it’s an acceleration of what we’ve seen in the analyst industry, previously, in the form of White Papers. Often White Papers were working well for both analysts and vendors. Increasingly it’s fascinating to see this kind of snowballing development, particularly…
The four most frequently used methods of evaluating analyst relations have very different uses: some primarily measure the firm’s overall performance rather than that of the AR team; other give specific guidance on how to reallocate effort for maximum effect. In a Lighthouse research project summarised in January’s webinar (on Thursday the 29th), we have…
Most AR teams fail to link operations to strategy and, as a result they end up doing the wrong things – but increasing efficiently. By focussing on improving operational outputs only, AR managers turn their attention away from hard-to-shift analysts who advise their clients, and focus on easily swayed analysts who are often funded by…