The IIAR’s developing discussion on the crisis in AR (reflected by analysts’ declining comfort in recommending solutions) took interesting turn recently. In the the institute’s second conference call on the topic, I was asked to spell out suggestions for how analysts can reverse the falling quality of information sharing by vendors, which is the root cause of analysts’ lowering confidence. These are my four suggestions.
- Climb the tiering. Understand how vendors measure analyst impact: by comparing their influence on sales, on the media and on industry opinion. Explain what that impact is to AR teams and to AR services firms who make those rankings.
- Give the context. Explain why you need the information. If it’s related to a question from one of the vendors’ clients, then spell that out so they can fast-track the request.
- Join the conversation. Often analysts don’t give real insight back to the vendors, and that makes it hard to motivate spokespeople to find the time for the conversations. Even worse, some analysts either love-bomb vendors or focus only on the negative. Only real exchange will get you taken seriously.
- Help AR to sell you. Think about what facts, client lists, extracts, comments, web resources and other content you can give to AR people and spokespeople to help them better understand you value.
Many AR people feel that the quality of analyst insight is falling -but few are brave enough to connect it up to declining candour by vendors. These tips will help analysts to get more face-time with vendors, and to get better quality information.
Needless to say, these are not the only tactics. In particular, analysts need to become less dependent on AR teams as a source of information. What else should analysts be doing to improve their reputation and research quality? Let us know your comments.
For a full transcript of the recent telephone conference, IIAR members should log on to huddle >link to the file<.