In any given week, analysts hear many pitches. What may not be apparent is “How engaged is the analyst?” So if you are a vendor, how do you engage an analyst? First, don’t be one of those people who is more interested in getting through all your slides in the short period of time you have with the analyst versus really having an engaging conversation with the analyst. Continue reading
To follow the IIAR Webinar with ARInsights and Huawei “Tracking Analyst Influence: Is there an easier way?” on the 29th May 2014 this describes the systems used by Huawei and a case study of their experience. The full document, presentation and recording from the webinar are all available here.
Several IT buyer surveys have established that industry analysts are the second biggest influence on technology buying decisions, behind peer groups but well ahead of consultants. Analysts influence through a number of different avenues – by direct phone conversations, by creating a broad media buzz through subscription research, media quotes and in social media such as blogs and the rapid fire of Twitter.
Intuitively, most AR professionals know that they need to track what analysts are saying via all these outlets, but are overwhelmed by the sheer magnitude of the task. Shouldn’t it be easy in the age of “GOOGLE” to find anything that exists on the internet? Technically, YES! Although, when you are monitoring more than a handful of analysts across their research, blogs, Twitter and media quotes, things can get a little hectic.
See also the following IIAR Best Practice papers (membership required):
- An Introduction to Measurement and Evaluation in Industry Analyst Relations
Author: Ellie Warner (LinkedIn, @elliewarner)
- The AR Compass (post) (paper on Huddle – Members only) (slideshare presentation -public)
Authors: Charmaine Chan (
@CharmaineChan, LinkedIn), Ludovic Leforestier (@lludovic, LinkedIn)
“We have a problem with analysts,” I hear you say. “You have to buy analyst services to have a good relationship with them,” has got to be the most common phrase any analyst relations professional hears from colleagues.
Cynicism reigns when it comes to judging analysts, which reflects the way many of us might feel about the role they, and other influencers, have when recommending IT products or services.
Madan Sheina, one of Ovum’s highly regarded Analysts, tragically passed away recently. Madan possessed a rare combination of talents which allowed him to become a world class analyst, respected manager, a generous collaborator, and a fierce ambassador for quality. He was also always great fun to be around. Everyone at Ovum will remember him in terms of the profound impact he had, and will continue to have, on our business, our research, and our clients.
You would have a chance to be a trusted advisor to senior executives who respect analyst input. You would be taking over an existing successful program but have the opportunity to put your own stamp on it as this group continues to grow.
Our Ideal Candidate
You are a paradox. You can think strategically and execute tactically. You enjoy planning and executing on longer term projects such as product launches, events, and major report evaluations; but also enjoy the short-term and unexpected, such as acquisitions and tactical deal support. You are a compelling communicator, adroit influencer, hard negotiator, and peaceful mediator. You can work with a variety of personalities and enjoy analysts and senior executives with all their idiosyncrasies and foibles. You are a natural leader but can execute on orders swiftly. You are accustomed to running your own program and don’t need much direction or handholding as others naturally look to you for AR expertise. Continue reading
For this year’s IIAR Summer Party and Networking Event we have exclusive use of a stunning penthouse bar overlooking London (right next to St Paul’s Cathedral). With 80+ analysts attending (and growing), no queuing for one-on-one meetings and drinks plus food all evening why endure the conference scene?
When: 15th July 2014 at 5pm (UK) until late
Where: Central London overlooking St Pauls. Free for IIAR Members, register (here). £75 for non-members, fully redeemable against membership. Full details here.
Date: 1st August 2014
Time: 4pm BST, 5pm CET, 11am EST
Location: IIAR Webinar
There is renewed interest in the IIAR Certification programme with several members completing the certification test recently. This has highlighted the need to update the test questions, expand the range and ensure it is relevant to today’s AR community and market needs. We’re exploring how we can partner with Edinburgh University on the IIAR Certification programme required update and AR Training. Join our brainstorming on IIAR Training needs, facilitated by Edinburgh University training design experts Neil Pollock (LinkedIn, @neilpollock) and Gian Marco Campagnolo (@campagnolo_g) – read their profiles below, their expertise is unquestionable. You will be invited to name the 4 MOST IMPORTANT aspects that an “AR training programme should cover” – so come prepared. Continue reading