Visitors to the Forrester Research website today will see that the ARM Council in North America, of which we’ve written earlier, has been divided: with a new leadership forum for technology marketers starting up (see the brochure here). There’s also a new brochure in the works for the new Analyst Relations Council, but the meanwhile…
Next month I’m lecturing to Sheffield MBA students about the connection between PR and the brand. Businesses that sell to other businesses, like yours probably, have especially deep branding needs. You are often trading on intangibles, because you are selling to savvy buyers. However, most of the spokespeople I meet are so focused on topical,…
We have always been skeptical of the view that the fundamental trend in the analyst industry is one of consolidation. While it’s a lot easier to think that the number of important influencers gets fewer and fewer over time, our research finds that end-users continue to value a second opinion, a third, and often even a fourth….
IBM has, for decades, been one of the best companies at analyst relations in any industry. A major part of the mythology of analyst relations is made up of stories about IBM, and the resources it expends on analysts relations. In fact, considering the size of the firm, IBM actually punches above its weight. A…
I think a great way to get more leverage from your analyst portal is to ask analysts what information they would like — not just from your firm but from the industry as a whole. Think about what work you can help the analysts with, that will give them more time to appreciate your firm….
More former META executives are popping up at Experton Group. Former META Group Geschäftsführer Jürgen Brettel is now listed on the firm’s web site as its Chief Executive Officer, while former META Vice-President Rüdiger Spies has joined the firm’s advisory team as a partner. Experton’s strategy is is the subject of wide-ranging discussion [not the…
Experton Group LLC has a new CEO: Luis Praxmarer, one of the key figures in the German IT market. Luis was formerly led META Group’s EMEA business, and owned and founded META Group Germany, which was acquired by Gartner in spring 2005. Praxmarer will be CEO of Experton Group LLC in USA and Dubai and…
Neil Bradford, one of Forrester’s key leaders and president of the firm in the Americas, will leave the company this quarter to return to the United Kingdom. Bradford has a broad and sharp understanding of how integration and services can drive innovation, both as a leader of analysts and consultants loooking at that area and…