So here’s what you’ve all been waiting for – perhaps you’re wondering, “Is it someone I know? Could it be me?!” Well, before we get that far, let’s take a good look at ourselves to determine if we deserve the recognition or not.
As mentioned in the previous post, analysts did get the opportunity to give feedback not just on what AR pros do well and how well they do it, but also on what they don’t do well. Here are some examples of – ahem – bad practices which we are sure none of the top AR pros would ever engage in…
Top of the list: poor communication and poor content. By far this is the biggest issue AR pros have to deal with, as analysts provided nearly 80 comments about how they receive too little valuable information, too much marketing or PR or sales pitches, as well as a tidal wave of information of no or little relevance to their coverages via blanket emails and press releases. Surely if you want to drive Results you need to share the right information in the right way – in fact it seems some AR pros communicate with many analysts in a one-way fashion rather than engaging in two-way open dialog. One quote which clinched it was that AR pros need to “understand that dealing with analysts is not PR or marketing and that analysts are critical and analytical by nature. They need very high quality information which makes the ordinary marketing stuff of no use.” Enough said.
Second on the list was lack of Responsiveness and poor engagement with 20 mentions by the analysts. We’ve all been there – too many emails to deal with, too many requests on the go, too much pressure from stakeholders to prioritize on some analysts rather than others. However when an analyst writes “briefing me only once a year for the magic quadrant”, you know there’s a problem.
The next bugbear was gate-keeping with 17 comments about how AR pros do not let analysts interact with the right level of people, even to the point of stopping execs from handing out business cards! After this came a clear lack of understanding of the analysts, the different firms and their different roles, such as “assuming all analysts work like Gartner” or even “making us feel that Gartner is just so important and everyone else pales in comparison”. Not exactly the right practices to establish strong Relationships with the analysts.
On relationships, one important point to note here is that individual relationships matter more than employer’s brand -as you will see below, the individual IIAR AR Professionals of the Year don’t match up with the IIAR AR Teams of the Year as announced on Monday.
Let’s now take a look at those who got a special mention. When asking the analysts to name names, we gave them the opportunity to name up to three different people from any firm (vendor or agency side) in relation to how much those individuals stand out through their excellence in forging strong Relationships, being Responsive to requests and driving Results. The analysts named almost 320 different individuals from around the world, so there’s a very long tail and those who stood out needed to get at least 18 points in order to make the top 10.
So it’s a great pleasure to announce the fantastic achievement by Clare Loxley (LinkedIn, @ClareLoxley) from HP, who scored a grand total of 53 points and is by far the winner of the title of Analyst Relations Professional of the Year! Congratulations Clare!
And sharing third place with 32 points each are Andrea Edwards (LinkedIn, @AndreaTEdwards, blog) of Microsoft and Caroline Dennington (LinkedIn, @CDennington) of Symantec – well done Andrea and Caroline!
Of course there are many more individuals who stood out from the rest – you may be one of them! So why not join the webinar on Friday 10th April at 1600 BST to find out more. We will be running through the top 10 global AR pros, as well as the top 10 regional AR pros and details of the top five professionals for each of the three Rs. Full results will not be published on this blog so you’ll never know if you don’t listen in!
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WEBINAR DETAILS – IIAR members can register now for the announcement IIAR Webinar on the 11th April at 1600 BST. IIAR Webinars are free to attend for all IIAR Members, a good reason for joining the IIAR. For non-members there is a fee of $25/£15 (pay here) that is redeemable against IIAR Membership over the next 12 months. Join the IIAR via the form on this page, new members are always welcome !
- On the trail of the Analyst Relations Professional of the Year
- Announcing the 2014 IIAR Analyst Relations Team of the Year
- IIAR Analyst Relations Professional of the Year 2014 – and the winner is…
For more details