Latest IIAR Best Practice Paper – Making the Case for Analyst Relations

By Thomas Ryan (LinkedIn)

Over the past eighteen months, most companies have been seriously affected by the global economic recession. In many cases, budgets across all departments have been trimmed to the bone; but Analyst Relations (AR) programs seem to have been particularly hard hit. Increasingly, AR teams are asking:

  • What can we do to keep at least the base of our budget intact?
  • How can I defend my AR budget?

or more generally,

  • How do I make the case for AR?

The IIAR’s latest Best Practice Paper, “Making the Case for Analyst Relations,” identifies the four principles for building solid executive-level sponsorship for your AR program.  Each principle is explored in terms of how AR programs today are effectively – and ineffectively – applying the principle’s key elements.  Examples from successful AR programs are provided to illustrate how each principle can be adapted to your organization’s culture, objectives, and expectations. Continue reading

Know your worth! The IIAR Salary Survey

In applying for a job recently, I had to select from a 24 page list of ‘industry-stardard’ job titles, to find one that matched my actual job title the most accurately. Guess what I ended up putting? Senior Manager, Public Relations. Well, it was either that or Senior Manager, Marketing. I wondered if the recipient would make the connection with the actual job title on my CV – Senior Manager, International Analyst Relations. I wasn’t hopeful.

As AR professionals, we often run into challenges related to what it is we actually do. Sometimes it might be trying to explain your job to someone you meet at a party. Preferably without them glazing over. Or, as in my recent case, trying to match a generic job title from a preconceived list of ‘proper’ jobs to my actual AR role.

One of the more serious problems, though, is the lack of any real data on AR salaries.

If any of you have ever tried to use one of those online salary comparison sites, it will typically list Public Relations when you enter Analyst Relations. It’s not that we take offence, it’s just that the PR market is so much more developed and larger than the AR world, that the results are far from accurate. And in these times when supply outweighs demand, and many AR professionals are competing for jobs, solid evidence to assess – and prove –  your worth is invaluable.

The IIAR is therefore asking all its members to anonymously complete the latest AR Salary Survey to give us all a clearer idea of who should be paid what.

The results, to be published anonymously, will provide a benchmark on AR salaries, and salary ranges depending on experience, geography and coverage.

Latest IIAR Best Practices Paper – A New Foundational Approach to Analyst Tiering

By Susan Galer (@smgaler, LinkedIn)

Everyone knows the industry analyst relations landscape has changed with firm consolidations, resultant influencer moves and content proliferation across an explosion of new channels. In a headlong rush to understand and exploit this new world, it’s easy to get reactive and lose focus on what really matters: having the right information to make the right decisions about working in the best way with analysts most relevant to an organization’s business objectives.

The IIAR’s latest Best Practices Paper, “Beyond Best Practices: Industry Analyst Tiering for Business in the Real Word,” sheds some light on a new foundational approach to sort out which analysts matter to a company, and develop a rationale for optimal engagement strategies. As the title suggested, this paper goes beyond traditional best practices to offer a step by step guide for navigating the industry analyst community in the context of real world challenges. It’s designed to help teams get the in-depth knowledge needed for accurate decision-making about who to engage with and why. Included are answers and suggestions for handling difficult situations thereby mapping advice to situations faced every day.

In many ways, analyst tiering is foundational to industry analyst relations program success. Armed with information about who analysts are and how they form opinions, practitioners can figure out how to work together for mutual advantage. When done correctly, analyst tiering positions the industry analyst relations team as trusted advisors, and lays the groundwork for relationship building to achieve organizational success. We welcome your thoughts and feedback on this important topic.

 

IIAR members can access this paper on our extranet: Industry Analyst Tiering for Business in the Real World

Scheduling made easy?

tetris-blocks[1]Thanks to James, I’ve just discovered Tungle.me, a service to publish your availability.

Scheduling is one of the most time consuming (and least rewarding) tasks AR Managers have to perform in their duty, think of trying to play a 4D Tetris game or being a dating agency for high-speed particules in in LHC. Simply put, executives and IT analysts have a better chance to meet in an airport lounge than in a briefing I’ll arrange.

If all the analysts were on tungle.me, it would be easier to schedule calls as I could triangulate this with my execs calendars.

I hope IDC, Forrester or Gartner will adopt this.

For in person meetings, there are two other web 2.0 tools called dopplr and tripit, which allow you to share where you’ll be with a a selected group of people. Quite practical to see when analysts are attending conferences.

This aspect of declarative authorisation is important for privacy (and safety/security reasons), tungle.me should add this. You can of course mash those ones up with your LinkedIn profile and voila!

If only things were that simple :-) But I’m an optimist!

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Around Stephen Roberts from Kable in 10 questions

Today it is my pleasure to introduce Stephen Roberts from Kable, a specialist IT analysis firm covering public sector in the UK for his own interview in our IIAR Around in 10 questions. Actually, it’s 12 this Friday as Stephen took the joker questions as well. So read on, and don’t forget to book really early to get a table a this favourite restaurant!

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[JOB OPENING] SENIOR PR/MARKETING MANAGER, UKBROADBAND LTD

2) THE ROLE

GENERAL

The Senior PR/Marketing Manager will be a technosavvy evangelist who drives the company’s service vision and ensures that the messages to the marketplace and press are compelling and consistent. They will be a key member of inter-disciplinary leadership teams to develop strategic, succinct and effective service and marketing initiatives. This is a classic marketing management role in a small high growth technology firm. Responsibilities include marketing communications, public relations, external/industry communications, product marketing, competitive analysis, tactical marketing programmes, events, lead generation and market research.

REPORTS TO: Director of Sales & Marketing

LOCATION: UK

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[JOB OPENING] EMEA PR and AR Manager – NetApp

Job posted on netapp.com: Netapp: PR and AR Manager – EMEA

Job Summary Job Summary:
The AR/PR manager is a key function under Corporate Marketing and the role will ensure that processes and initiatives from Corporate are understood, adopted and tracked across EMEA with the field marketing teams. The role will work closely with country and GEO teams to determine the field needs and work with Corporate Marketing to deliver upon those needs.
Continue reading

[GUEST POST] Analyst Relations Basics – part three

NB This is a cross-post from the Buzz Method blog, where it was originally posted in February 2010 as the third in a series of articles on Analyst Relations basics. Please note that the views expressed within the article do not necessarily reflect those of the IIAR – they are the opinion of Dominic Pannell, founder of Buzz Method Ltd.

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