Author Archive | hkirkman

How I took the IIAR certification test…and lived to tell the tale

I have to start this post with a confession. I’ve been on the IIAR Board for nearly 10 months and only recently got around to taking the IIAR Certified Professional exam. Shame on me. But like a lot of other IIAR members I suspect, I was put  off by misconceptions about the test. So having gone through the process and come out the other side relatively unscathed and with a shiny new certificate to put on my wall, I thought it might be helpful to share my experiences and hopefully dispel some of the myths. And if I can encourage more members to take the certification test, even better. Continue Reading →

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IIAR discussion group – So Where AR You Going?

Recently, the IIAR held a discussion group on AR careers following a series of blog posts by Marc Duke (@marcduke) on this topic.

AR still suffers from being in the shadow of PR and like Marc, most of those taking part in the call had fallen into AR careers by accident. What can we do, as an industry, to spread the word?

Fionnula Fitzsimons (@fionnula) from Bite Communications and Stephen England (@sfengland) from KCG emphasised that we need to do more PR to differentiate ourselves from PR. KCG estimates that there are about 1,500 full-time AR professionals globally – tiny in comparison to those engaged in PR. Even the investor relations community, perhaps the closest in terms of job function to AR, boasts around 100,000 members.
It’s difficult for such a small group to make much noise, and AR is a difficult story to tell. How many of our families really understand what it is that we do? The responsibility rests with us as AR managers to keep educating those around us on the value of analysts and AR to our organisations. As Stephen England put it, “if we each teach one PR person, one marketing person, and one sales person a quarter of what we do, our ecosystem would increase dramatically.” Marc Duke also felt that the IIAR could help raise the profile of AR by getting more content into the mainstream technology and marketing/PR trade press. Continue Reading →

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So Where AR You Going? – part 2

8In the second of his series of guest posts on AR careers, Marc Duke  (blog, @marcduke) looks at the skills required to succeed in AR and how to keep them in good shape.

The IIAR will also be hosting a teleconference for members to discuss the issues raised on May 3rd at 4 pm BST/11 am EDT.

So what does AR do then…?

Without wishing to sound trite, the answer to this question is dependent on a number of factors such as:

  • Size of company
  • Size of team
  • Experience/expertise of staff
  • How “AR-friendly” the organisation is

AR can cover any of the following:

  • Proactive outbound communications to support PR, marketing and sales
  • Inbound communications to support product or business strategy development
  • Reactive communication to support research questions and consulting requests from the analysts 

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So Where AR You Going? – part 1

What do you need to do to reach the top level in AR? Is it vital to work in the US? And what’s the future for the role of analyst relations? In a series of guest posts, Marc Duke (blog, @marcduke) will be looking at the issues surrounding AR careers and at how things may evolve in the coming years.

It’s a topic that’s important to all of us who work in AR and we welcome your thoughts and comments. The IIAR will also be hosting a teleconference for members to discuss the issues raised on May 3rd at 4 pm BST/11 am EDT.

I first encountered the heady world of AR in 1997 as a lowly account executive. The PR agency I worked for, Text 100, was the main agency for Microsoft in Europe. It had a very, very small AR programme which was passed around and found its way to me. That’s where my AR journey began. As the AR profession has matured, the question of where AR as a career is going is a serious one that merits consideration.

As part of the research for this piece, I spoke to several IIAR members to get a picture of their experience and thoughts on how their AR careers are likely to develop. I’ll try to summarise their perspectives and mine, with the hope of stimulating further debate on a topic which is as current as any other issue in the AR community.

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Latest IIAR Best Practice Paper – Making the Case for Analyst Relations

By Thomas Ryan (LinkedIn)

Over the past eighteen months, most companies have been seriously affected by the global economic recession. In many cases, budgets across all departments have been trimmed to the bone; but Analyst Relations (AR)  programs seem to have been particularly hard hit. Increasingly, AR teams are asking:

  • What can we do to keep at least the base of our budget intact?
  • How can I defend my AR budget?

or more generally,

  • How do I make the case for AR?

The IIAR’s latest Best Practice Paper, “Making the Case for Analyst Relations,” identifies the four principles for building solid executive-level sponsorship for your AR program.  Each principle is explored in terms of how AR programs today are effectively – and ineffectively – applying the principle’s key elements.  Examples from successful AR programs are provided to illustrate how each principle can be adapted to your organization’s culture, objectives, and expectations. Continue Reading →

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Latest IIAR Best Practices Paper – A New Foundational Approach to Analyst Tiering

By Susan Galer (@smgaler, LinkedIn)

Everyone knows the industry analyst relations landscape has changed with firm consolidations, resultant influencer moves and content proliferation across an explosion of new channels. In a headlong rush to understand and exploit this new world, it’s easy to get reactive and lose focus on what really matters: having the right information to make the right decisions about working in the best way with analysts most relevant to an organization’s business objectives.

The IIAR’s latest Best Practices Paper, “Beyond Best Practices: Industry Analyst Tiering for Business in the Real Word,” sheds some light on a new foundational approach to sort out which analysts matter to a company, and develop a rationale for optimal engagement strategies. As the title suggested, this paper goes beyond traditional best practices to offer a step by step guide for navigating the industry analyst community in the context of real world challenges. It’s designed to help teams get the in-depth knowledge needed for accurate decision-making about who to engage with and why. Included are answers and suggestions for handling difficult situations thereby mapping advice to situations faced every day.

In many ways, analyst tiering is foundational to industry analyst relations program success. Armed with information about who analysts are and how they form opinions, practitioners can figure out how to work together for mutual advantage. When done correctly, analyst tiering positions the industry analyst relations team as trusted advisors, and lays the groundwork for relationship building to achieve organizational success. We welcome your thoughts and feedback on this important topic.

 

IIAR members can access this paper on our extranet: Industry Analyst Tiering for Business in the Real World

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Gartner to present at March IIAR London Forum

For our next IIAR London Forum on March 10th, we’re delighted to welcome Alexander Drobik, Managing VP Research for Business Applications & Processes with Gartner, as our guest speaker. Alexander will be discussing Gartner’s research methodology. The Forum kicks off at 3:45 p.m. and a limited number of guest places are available for those who have not previously been to an IIAR event.

For more information, please contact IIAR Secretary Hannah Kirkman at hkirkman (at) analystrelations (dot) org.

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Next IIAR discussion group on linking AR with sales

Our next monthly discussion group teleconference is next Monday, February 22nd, on the topic of linking AR with sales.

The call will be lead by Ed Gyurko, who is currently authoring a Best Practice white paper on this topic for the IIAR. Ed will be joined by Allen Valahu from Accenture.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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AR Cafe with Efrem Mallach

Please join the IIAR for a rare opportunity to meet Efrem Mallach, who is in London to launch the forthcoming third edition of his book ‘Win them over’, the first published guide to corporate AR and consultant relations programmes. The AR Café will meet from 12:00 to 1:00 p.m. GMT on Monday February 15th at the ICA on the Mall in London, and will be hosted by IIAR board member David Taylor. Please RSVP to David at dtaylor (at) analystrelations (dot) org or  if you would like to attend.

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Next IIAR discussion group call on AR measurement and evaluation

Our next monthly discussion group teleconference is next Wednesday, January 20th, on the topic of AR measurement and evaluation.

The call will be lead by Ellie Warner, who recently authored a Best Practice white paper on this topic for the IIAR.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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Sourcing and advisory panel at IIAR London Forum in January

The next IIAR London Forum will be on January 28th starting at 3:45 p.m. GMT.

For this event, we’re delighted to welcome a panel of sourcing and advisory firms, including Alsbridge, Equaterra, and TPI. Forums are open to all IIAR members. A limited number of guest places are available for those who have not previously been to an IIAR event.

For more information, please contact IIAR Secretary Hannah Kirkman at hkirkman (at) analystrelations (dot) org.

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Join the IIAR for a teleconference on AR best practice at Mobile World Congress

Mobile World Congress 2010 (MWC) is now less than two months away and the clock is ticking. In past years up to 50,000 attendees showed up in Barcelona, all hoping to make the most out of the event. What’s the best strategy for successful AR in this kind of environment?

To answer that question and many more about the show, the IIAR has organised a teleconference panel of experts to discuss best AR practices for MWC and to share personal anecdotes.

When:

Tuesday, January 12th, 2010

3.30 p.m. to 4.30 p.m. GMT/10.30 a.m. to 11.30 a.m. ET

Panelists include:

  • Amdocs, Brian McManus, Analyst Relations Director
  • CCS Insight, Ben Wood, Director of Research
  • Ericsson (panellist TBD)
  • Vodafone, Janine Aitken-Young, Senior Industry Analyst Relations Manager

If you would like to join the discussion, please email me for dial-in details at hkirkman (at) analystrelations (dot) org.

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[JOB OPENING] Analyst Relations Manager at RightNow

[THIS JOB IS POSTED ON BEHALF OF RIGHTNOW. THE IIAR CANNOT BE HELD LIABLE FOR THE CONTENT.]

The Analyst Relations Manager is a key role on RightNow’s Influencer Relations team. Reporting to the Director of Global Influencer Relations, the AR Manager is responsible for maintaining strong, positive relationships with industry analysts and other influencers to drive awareness of and advocacy for RightNow and our solutions. This person works closely with executives, product marketing, product management and the broader marketing team. This is a great opportunity to help build and evolve the analyst relations program at an innovative and growing company.

This position can be located in Bozeman, MT; Boston, MA; Chicago, IL; NY,NY; San Mateo, CA; Boulder, CO; Rochester, NY; Washington, DC; and/or Dallas, TX

Essential Duties and Responsibilities:

  • Maintain positive relationships with key industry analysts and other influencers
  • Develop and execute analyst communications strategy
  • Quickly respond to inbound analyst requests
  • Increase RightNow’s position  in key analyst rankings such as Gartner Magic Quadrants and Forrester Waves
  • Drive coverage in relevant reports
  • Develop presentations for analyst activities such as briefings and strategy sessions
  • Plan and coordinate analyst sessions including briefings, tours, strategy days, analyst days, and inquires
  • Effectively communicate analyst data and highlights to employees, particularly sales
  • Work with Sales to leverage analysts to create opportunities and drive deals
  • Support public relations and marketing with analyst participation in their programs as required
  • Respond to internal requests for data and information
  • Maintain analyst relations budget and negotiate contracts
  • Other duties as assigned

Required Skills/Experience:

  • Minimum of 5 years of experience in Analyst Relations in the technology industry with a strong track record of driving results
  • Established relationships with industry analysts
  • Experience with Customer Experience, Customer Service or CRM applications and Cloud Computing preferred
  • Excellent communication, writing, project management and relationship management skills
  • Ability to balance, prioritize and deliver excellent results under tight deadlines with limited resources
  • An enthusiastic team player who is proactive, energetic, efficient, resourceful  and has a dedication to excellent
  • Bachelor’s Degree

To apply, please click here.

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Next IIAR Discussion Group call on Escalating Research Disagreements

Our next monthly discussion group teleconference is next Tuesday, December 15th, on the topic of best practices in escalating research disagreements.

The call will be lead by Peggy O’Neill, who recently authored a Best Practice white paper on this topic for the IIAR.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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Next IIAR Discussion Group call on AR in Asia-Pac

Our next monthly IIAR Discussion Group teleconference is this Wednesday, November 25th, on the topic of analyst relations in Asia-Pacific.

This call will be lead by Pia Langstrom and will discuss issues such as cultural differences across Asia Pacific, APAC analysts and analyst firms, and what’s required to set up an AR programme in this region.  Pia is currently authoring a Best Practices Paper on this subject for the IIAR.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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IIAR seeks new Secretary

In March 2010 the current IIAR Secretary, Hannah Kirkman, will be leaving and we are looking for someone to take over the role.

As Secretary, you’ll be responsible for the day-to-day running of the IIAR, including looking after members, organising events, maintaining the website and supporting the board with key initiatives such as development of AR certification, and best practice white papers.

The position is part-time, hours to suit (currently between 1 to 1.5 days per week).

You’ll need to be a self-starter, with a background in analyst relations, and ideally based in the UK or able to travel there on a regular basis. If you’re passionate about AR, this is your opportunity to help shape the future of the IIAR and drive our profession forward.

Interested? For more details, please contact hkirkman (at) analystrelations (dot) org.

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Forrester to present at IIAR November Forum in London

Brad Holmes, VP Technology Research with Forrester Research, will be the guest presenter at the next IIAR London Forum on November 19th. In addition, before the main session Jonny Bentwood will be holding a tutorial on using social media tools. Forums are open to all IIAR members. A limited number of guest places are available for those who have not previously been to an IIAR event. For more information, please contact IIAR Secretary Hannah Kirkman at hkirkman (at) analystrelations (dot) org.

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IIAR at Gartner EMEA Symposium

The IIAR will be holding a couple of informal gatherings at Gartner’s EMEA Symposium in Cannes, for those interested in networking with AR peers and finding out more about the Institute. These include a breakfast meeting at 8:00 a.m. on Wednesday November 4th, hosted by Ludovic Leforestier, and a dinner meeting at 7:30 p.m. on the same date, hosted by Susan Lyddon. Please email me at hkirkman at analystrelations dot org for further details.

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IIAR Christmas Cafe

Come and join the IIAR for an early celebration of Christmas at our next AR Café in Central London from 6:00 p.m. onwards on December 3rd. Members, non-members and analysts are welcome.

For more details and to RSVP, please contact IIAR Secretary Hannah Kirkman at hkirkman (at) analystrelations (dot) org.

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