How to structure a briefing?

James McGovern (@mcgoverntheory, LinkedIn) asked here how to structure a briefing.

Here are some past posts on the IIAR blog that dealt with the subject:

There are also tips hidden away on the Gartner website:

Kevin’s got a point that briefings have to be  remembered and it can pay to change the order. I’d say it depends on  your spokesperson: if you do something too un-natural and un-comfortable it’s most likely to backfire and you won’t get a good result.

In terms of content, there’s nothing wrong with the good old funnel structure, even if you  change the order:

  • vision
  • strategy, inc. GTM
  • issue, business problem
  • solution, product, capabilities
  • differentiators
  • use cases, credentials
  • architecture and the rest of the technical aspects, delivery model, pricing aspects, ROI
  • wrap-up and summary

AR pros: how do you do it?

Analysts: what do you like to hear?

Social media for the APJ AR pro

IIAR Asia-Pacific recently held a virtual forum to discuss social media. It was a great opportunity to talk more about one of the current hot topics in the AR industry and how it relates to the local APJ markets.

Discussion centred on different uses of varying social media channels leading to the conclusion that social media represents an extension to personal communication preferences. For Steven Noble, (Senior Analyst / Forrester), social media is a normal part of his working life and used through the development of a research paper. At each step social media plays its part; awareness gathering, development of research topic ideas, information gathering, surveying, publishing, promotion. Continue reading

[Job Posting] VP Media and Analyst Relations – APAC

An international tier-one IT vendor and solutions provider is experiencing continued growth across the globe. There is a need for a proven communications leader to create and implement communications strategy across the region.
  • Leading global IT Vendor
  • APAC Region including Japan
  • Competitive remuneration and genuine career development
  • Location: Hong Kong SAR Continue reading

And the IIAR Analyst of the Year 2011 is…

For the fourth year running, AR professionals have been polled to select the analyst and firms they consider the best best for thought leadership, ease to do business with, influence and value for money.

The IIAR is delighted to announce that this year’s IIAR Analyst of the Year 2011 goes to…

Continue reading

IIAR Bangalore Forum meet to discuss the Indian AR community

IIAR Bangalore Forum delegates

The recent IIAR Bangalore Forum, hosted by Aarti Patil (WNS / IIAR India Chapter Lead) proved a huge success and the perfect networking opportunity for AR professionals in India. Discussion focused on key highlights of the changing landscape of the Indian analyst relations (AR) community. This encompassed the evolving approach needed, maturing expectations and tools and practices put to address the needs of the influencer community. While pinning your mark on a relevant industry research report still comes top on the agenda item of any analyst relations professional, supporting the sales organization is fast becoming the next top item on the agenda list.

Other discussions included; technology market overview for India and the value of social media to AR in India.

The IIAR would like to thank our Guest Speaker of the day Ms. Sudha Kumar, CEO – Prayag Consulting who provided an overview  on the “India Market” and shared perspectives on ”Expectations from the Indian analyst relations community”. Also thank our kind host of the day – Infosys.

IIAR members can find the full notes on huddle along with the presentation from Prayag Consulting.

[REBLOG] How to read an analyst report?

slfisherThis article was originally posted on hp.com: How to Read an Analyst Report. Good read.

Unfortunately we can’t reblog this, read the original report and some quotes below. The advice it gets can be summed up as follows.

  1. Picking a Firm
    • What kind of analyst firm is it? According to Ludovic Leforestier of IIAR, the Institute of Industry Analyst Relations, an industry group of analyst relations (AR) professionals, there are three major types of analyst firms:
    • The big three are Gartner (750 analysts and about $1 billion in revenue), IDC (1,200 analysts), and Forrester (300 analysts and about $300 million in revenue).
    • Midsize niches, typically with five to ten analysts, are often focused on a particular area, such as ESG for storage or Evans Data for software development trends.
    • Independents are a diverse category.
  2. Does the analyst take vendors for clients
    • “Is the report commissioned by a vendor or is it written prospectively?” asks Leforestier. “This is an important point: Although good AR people will avoid pay-to-play to get endorsements, some are known as analysts for hire. Check the research library on the analyst website and you’ll clearly see some are always writing positively about one vendor.”
  3. Is the report pay-to-play? 
  4. Where does the analyst firm get its information and analysts?
  5. What type of deliverable is it?

[Job Posting] Fujitsu AR Manager – München, Germany

Fujitsu is looking for an AR Manager to drive their AR program in the CEMEAI region. The role will be to provide internal consultancy on AR topics to marketing teams and senior executives, working closely with global AR team colleagues. The successful candidate will serve as an internal evangelist and “go to” person for all AR-related matters. Continue reading

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