Here are some past posts on the IIAR blog that dealt with the subject:
- Suggestions for vendors (must have been before Gene thought we were fruit machines?) by Carol Rozwell / Gartner
- Briefing tips and best practices from Lisa Rowan / IDC
There are also tips hidden away on the Gartner website:
- Slide 13 in this preso >Vendor Briefings Overview< is a useful checklist on content (also available as a standalone Word >Sample Agenda<)
- Michael Maoz, provides some best practices for effective vendor & analyst engagement during briefings in this >written overview<, but more on a software standpoint
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:
- strategy, inc. GTM
- issue, business problem
- solution, product, capabilities
- 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?