Archive | April, 2010

IIAR discussion group: AR best practice for analyst events

IIAR discussion group: AR best practice for analyst events by Ed Gyurko.

The IIAR will hold a discussion group teleconference on the subject of AR best practice at analyst-firm sponsored events like Forrester’s IT Forums,Gartner Symposia and IDC Directions on Thursday 6th May 2010 from 1500 BST to 1600 BST / 10:00am EST to 11:00 am EST. The discussion will cover all levels of participation from simply attending to main sponsorship.

We’ve got a great line up of panelists:

  • Gerry Van Zandt / HP, Worldwide Analyst Relations Manager (@gerryvz, LinkedIn)
  • Kent Cook/ Microsoft, Director Corporate Analyst Relations
  • Bill Reed / St. Cross Group, Managing Director (former IBM manager of industry analyst relations, EMEA) (LinkedIn)
  • Sandeep Thawani / Mahindra Satyam, Head of Marketing and Communications, Europe (LinkedIn)

IIAR members who would like to join should RSVP on huddle or by email or to jcourtenay at analystrelations dotte org.

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IIAR News: New Secretary Announcement

The IIAR board is very pleased to announce that Jane Courtenay is now on board as the new secretary for the institute.

Jane, a former IIAR member, comes to us after a brief retirement from Cisco’s European analyst relations group. Previously Jane worked for Cisco US analyst relations in California. She has more than 25 years experience in marketing and analyst relations with Apple Computer, SCO, Varian, and trade associations – Infrared Data Association, and Video Electronics Standards Association.

Jane replaces Hannah KirkmanIIAR, we thank her for all those achievements and wish her the best of luck with her consultancy business.

The IIAR Board

Jonny Bentwood, Ed Gyurko, Ludovic Leforestier, Peggy O’Neill and David Taylor.

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IIAR discussion group: AR best practice for analyst events

The IIAR will hold a discussion group teleconference on the subject of AR best practice at analyst-firm sponsored events like Forrester’s IT Forums, Gartner Symposia and IDC Directions on Thursday 6th May 2010 from 1500 BST to 1600 BST / 10:00am EST to 11:00 am EST. The discussion will cover all levels of participation from simply attending to main sponsorship.

We’ve got a great line up of panelists:

  • Gerry Van Zandt / HP, Worldwide Analyst Relations Manager (@gerryvz, LinkedIn)
  • Kent Cook/ Microsoft, Director Corporate Analyst Relations
  • Bill Reed / St. Cross Group, Managing Director (former IBM manager of industry analyst relations, EMEA) (LinkedIn)
  • Sandeep Thawani / Mahindra Satyam, Head of Marketing and Communications, Europe (LinkedIn)

IIAR members who would like to join should RSVP on huddle or by email or to jcourtenay at analystrelations dotte org.

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[GUEST POST] Doing a Joint Announcement with Your Competitors

Today’s guest post is from John Simmonds (@johnsimonds) from IBM AR, read more on his blog here.

Recently, I’ve done joint announcements with Oracle, SAP, HP, Tibco, Software AG and HP. As you can imagine, I’ve had varying relationships with each and I’m happy to report that the state of the A/R industry is good and that we can work together.

When I was in PR, it was cat fight supreme with territorialism and turf wars. Most of the announcements I did with these companies didn’t have that element. For the most part, the announcements were about standards, not products. So that went a long way towards working together. Still, if you include IBM, the companies I’ve named here aren’t known for being best buddies.

As and aside, I can say that the executives (who can be the source of most problems) all worked towards the cause of the best briefing possible.

Some things are given, like in a certain area (we just did SOA) the analysts know the exec’s by company and the exec’s know each other so I’m happy to report they acted like grown ups.

TURF WARS

With the typical name calling (from the CEO’s)and belief in your own products, the first issue to overcome is that the announcement is usually about a jointly create product or standard, not us vs. them.  That rule has to be set down first and if you don’t overcome that, you have no chance at building trust, the basis for working together.

DIVIDE THE DUTIES

One company can’t dominate the duties or it is not a joint announcement.   This also forces the companies to work together to approve what the others have created as their part of the announcement.   There are analyst lists, invitations, charts, follow up issues and any number of duties that need to be attended to and dived up.  Once that is done, you must rely on each other and the level of trust inherently rises.

THE ANNOUNCEMENT

It’s important that the analyst see this as equal amongst the companies.  One company presenting more than another is a dead give away.  You can’t help Q and A as the analysts will direct the question directly to a company.

LESSONS LEARNED

You either put your differences aside and work together, or you’ll never get anything done.  It’s tough to do when your day job is to hammer the company that you are working with on the announcement.  These are the days of co-opetition though.  You learn to get along or you’ll never make it to announcement day.

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[JOB OPENING] MWD seeks an analyst

And today, some advertising for our friends from MWD who are hiring senior IT industry analysts to join them. For some background on the company, read Neil Ward-Dutton’s interview.

Coverage areas:

  • Information management (business intelligence/analytics, master data management, search, information lifecycle management, information integration); collaboration management (portals, messaging, unified communications, “groupware”, and emerging social computing environments); software delivery (application development, testing, dev/ops, application integration, SOA); or IT systems and service management (think ITIL plus some more business-focused management competencies).

Details here.

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Around Kevin McIsaac from IBRS in 10 questions

I recently noticed we’re not giving much love to analysts based in APAC -a tragic oversight considering all the talents located down-under!   Dr Kevin McIsaac (bio, LinkedIn), from IBRS kindly obliged with taking the interview below. IBRS has been created by a few ex-META Group analysts and delivers mostly end-user consulting in Australia.

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[People on the move] Ellie Warner joins HP AR

After a busy year’s freelancing Ellie Warner is moving back to the corporate world to head HP’s AR program in APAC. Working for the company’s Enterprise Business Group, she will be based in Singapore. Prior to that, Ellie worked at Sun Microsystems where she built the International AR program in Europe and Asia.
I want to congratulate Ellie for her new appointment and thank her for her contribution to the IIAR, including (link to papers) . But this is not the end!  Anyone interested in a potential IIAR Chapter in Singapore should contact Ellie!
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Proteiform Analystus -the multichannel dilemna for IT analysis firms in the socmed era

I was reading Merv’s post on Analysts Don’t List Themselves on Social Media « Merv’s Market Strategies for IT Suppliers and it coiincidentally resonated with a conversation I was having this week with an account manager at an IT analysis research form.

Merv’s point that twitter handles and blogs are not listed on analyst bios raises a good point: I mean surely this is so obvious that someone should have thought about it already. After some checking, someone already came up with this IDEAs (sorry, bad play on word but it’s Friday).

My comment on Merv’s blog was:

Going even further, when I do a search on gartner.com, idc.com or forrester.com, I would expect the blog posts to come up as well.

Why is the blog content not aggregated in the research portals???

Indeed. In today’s two-zero’s world, analyst output is proteiform (see Should the analysts be blogging?), so why segregate it by channel?

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[JOB POSTING] Junior Account Manager Analyst Relations at Metia in London

Current Company LogoJunior Account Manager Analyst Relations at Metia in London, United Kingdom | LinkedIn

Job Description

Support key accounts in their analyst relations programmes:
• Suggest and plan appropriate AR activity against client roadmap and objectives with your line manager
• Identify relevant analysts for particular activities and manage the briefing process
• Be pro-active in presenting innovative and creative analyst relations plans and ideas for your clients
• Develop and maintain client relationships with allocated accounts supported by your account manager and team lead
• Be the day-to-day point of contact for your client on allocated accounts
• Work with your manager to identify opportunities for personal development
• Write accurate and informative analyst de-briefs / summaries and send to the client
• Co-ordinate and attend client and analyst engagements
• Attend and host regular work in progress calls and/or meetings with the account manager/director where appropriate

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How far should an NDA go?

Jeff Mann from Gartner (@JeffMann) blogged yesterday about NDA Games.

It’s an interesting subject, in particular with respect to what useage analysts are allowed to make of information disclosed in an NDA briefing, or to spell it out, a briefing during which the information exchanged is disclosed under a “Non Disclosure Agreement”.

Just to go back a little on the basics, and as Jonny (@jonnybentwood) points out, the ability to exchange non-public information (to a certain extent, because publicly traded companies are subject to some rules on equal access to information towards investors and shareholders, so it should not be material infomation to the sense the SEC understands it) is what differentiates a press interview from an analyst briefing. It’s also one of the things that make this relationship much more interesting and insightful if you ask me. Most firms, such as Gartner, have “blanket” NDA’s with large vendors.

The vendor Jeff mentions should not however say a whole briefing is under NDA, but AR people should take great care in flagging (before and after, as I train my spokespersons to do) what’s under NDA and what’s not. Clearly, what happenned there is not best practice.

Except that talking too soon about a new product can kill sales for today’s product. Some vendors are very good about talking about futures and not selling what they have, but clearly that’s a pre-do-crash business model, not one for today’s business environment.

Any thoughts on how to reconcile this with the need to brief analysts on what’s coming so that their research is accurate?

And question to Jeff and other analysts: can you elaborate on “what’s in it for a vendor to brief you on roadmap/futures?” I think I know some of it but I’m interested in the answers…

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[GUEST POST] Josh “Groundswell” Bernoff on What do analysts actually do?

Josh50_2Josh Bernoff, yes as in Josh Groundswell Bernoff, from Forrester posted recently a great post on what analysts actually do. Now, it’s not a new subject but it’s still pretty difficult to explain to your mother. Joes does it elegantly and kindly accepted my request to reblog it here. Thank you @jbernoff!

PS: another thing about Josh, is that he’s got a really great job title: Senior VP, Idea Development
Forrester Research. That’s quite cool I thought….

What do analysts actually do?

As you think about the debate about Forrester’s blogging policy, I’d like to share a little more about how the opinions you read from Forrester analysts come about. With 15 years experience in this business, I know it’s a collaboration. The analyst needs data and support from the company, and the company needs the analyst’s brain and benefits from the reputation that analysts build up. A lot of time, resources, and quality standards go into what we do. I’d like to take you inside the relationship between analysts and Forrester. This is a long post, because there’s a lot that goes into what we do. Continue Reading →

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Friday: scheduling

Scheduling is one of my pet peeves, simply because locking diaries for a briefing between an exec and an analyst is complicated. They’re just usually really busy and travel so much they have a better chance to bump into each other in an aiport lounge than on a conference call! I sometimes think it’s easier to keep track of particules in the LHC…

Thankfully, there are a few tools today that make my life simpler:

  • I’ve already blogged about tungle.me, it would be great if all analysts used it!
  • I also use twitter to see when analysts are available for a quick chat
  • dopplr and tripit are also useful to see when they might be in the same location

Anyway, what prompted this post was the cartoon on the left from the multi-talented Andreas “Andy” Bitterer: we already knew his photographic and analytical skills (need advice on data quality anyone?), it seems he’s quite good at drawing too. It’s funny as well, just to disprove some myths about Germans 🙂

So check his blog, it’s well worth it:
Analysterical – The Exotic Life of Analysts

Other related posts:

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May IIAR Forum – London – Verticals

The date and location of the next London IIAR Forum has been set to May 27th and the theme will be on verticals.

We will have panellists from IDC Insights EMEA, Cambashi, Kable, Silva Research Network and Celent.

Members should please RSVP to the secretary’s invitation.

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