Analysts: When you’re looking for a briefing – help me to help you

As much as Analyst Relations professionals spend time pitching briefings to analysts, we also spend alot of time fielding briefing requests from analysts with specific needs whodon’t always appreciate how much work is required to set up a briefing. Before we actually get everyone in the same room or on the phone, we AR professionals need to:

  • Understand the depth and scope of the information requested by the analyst: is it strategic, forward-looking and under NDA or is it available in existing content such as publicly delivered decks, collateral or online content
  • Identify the right spokesperson(s): is she/he authorised? AR trained? Does he/she have all the knowledge or do we need multiple spokespeople?
  • Select the best delivery method for this content and how long will it take: are we talking about an all-day live demo or will a series of shorter phone-based conversations do the trick?
  • Make sure the content is right: Does the spokesperson knows how does this fit into the overall corporate messages? If based locally, is the spokesperson familiar enough with the Corporate content and possible future releases and other upcoming stuff?
  • Do we need to include customer or partner evidence and, if so, what form does that need to take: a case study or a phone call w/ an actual customer?

We then need to steal time from those people’s day. For instance, if it’s a local briefing using pre-sales, how can we justify spending one full day of on screen demo with a local analyst when that resource could be working on a RFI for an important deal?

All that is not always easy, even if good AR folks are like swans: maintaining serene appearances while paddling frantically.

How can analysts help then? By being specific and actionable. For instance, if you just write a show email asking for a meeting like the one below, it doesn’t contain enough information to be truly actionable:

Good morning dear X,
How are you? Very well I hope. I have learnt that you had taken over responsibility for topic X at Vendor A.
I just wanted to make sure you knew that our firm had invested in the space and we now have a full time analyst covering topic X. His name is Y.
Could we schedule some time to meet, and we could perhaps meet some people on your team?

The easiest is to send us a professional (rather than personal), corporate-sounding email, that we can easily forward stating the following:

  • Who you are and what your firm does?
  • Your areas of coverage?
  • How the briefing you’re asking fits into your research schedule?
  • What is the research process you’re using?
  • What’s the end deliverable? A report? How long? Does it mention other vendors? Who’s the intended audience?
    Etc….

It doesn’t need to be War and Peace but it does need to contain enough information to help the AR professional fulfil your request as quickly and completely as possible.

Thanks to Naomi Higgins for her contribution to this post.

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One Response to Analysts: When you’re looking for a briefing – help me to help you

  1. alan pelz-sharpe Thursday 4th September 2008 at 11:40 #

    Excellent blog, that I have circulated within CMS Watch – will try and follow these guidelines in future, I myself am probably very guilty of the “Hi how are you” approach 🙂
    Best
    Alan