Author Archive | Ludovic Leforestier

Around Mike Fauscette from IDC in 10 questions

Michael Fauscette from IDCToday’s star analyst in our Around in 10 Questions series is Michael Fauscette who heads up IDC‘s enterprise software team. You can find Mike on Twitter under @mfauscette and on his blog www.mfauscette.com.

  1. What are your coverage areas?
    I run the Software Business Solutions Group at IDC which includes coverage on enterprise software: ERP, CRM, PLM, PPM, SCM, Collaboration and Social Software plus SaaS, Cloud, Open Source Software, Software pricing and licensing and software partners, channels and alliances. My personal research is mostly focused on emerging trends and hot topics in enterprise software which includes things like social business, the mobile enterprise, usability and cloud. Continue Reading →
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Around Rachel Dines from Forrester in 10 questions

Today’s star in the IIAR “Around in 10 questions” interview series is Forrester‘s Rachel Dines (@RachelDines, blog) who covers many aspects related to business continuity. She’s also one of the analysts taking the most inquiries I know of!

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[JOB POSTING] Senior Analyst Relations Manager EMEA

AdobeJob Description – Senior Analyst Relations Manager EMEA (04426)

Position Summary

Adobe is looking for a Industry Analyst Relations Senior manager to drive the EMEA strategic communication program to top-tier industry analysts. Reporting to the director of corporate communications (based in Paris, France) with close links to the Adobe AR team (based in Adobe headquarters in San Jose, Calif.), this individual will have responsibility for managing and growing the overall industry analyst relations program for Europe. The position can be based out of any of Adobe’s main European offices, Paris, France; Uxbridge, UK; or Munich, Germany
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[JOB POSTING] Analyst Relations Specialist – McAfee


Analyst Relations Specialist (Santa Clara, CA)

Responsibilities:

  • Responsible for inbound and outbound analyst requests
  • Respond quickly to sales requests, providing useful information in a timely manner for all requests while staying within analyst firms’ policies
  • Maintain strong working relationships with influential analysts covering McAfee
  • Summarize relevant analyst reports for global sales and marketing teams
  • Respond to requests for research from sales and marketing
  • Work with public relations to identify analysts to speak with reporters, be quoted in press releases and support pitches.
  • Outbound communication to analysts about McAfee including sharing McAfee news, managing analyst tours and briefing analysts about McAfee’s future/strategy.
  • Handling inbound analyst requests in a timely and effective manner including surveys, inquiries, and requests to speak with customers.
  • Working with internal McAfee constituents including marketing, sales and executives to seek analysts’ input on roadmap, strategy, pricing etc.
  • Working with global McAfee marketing team to use analysts strategically to support marketing efforts including speaking opportunities, report sponsorship for lead generation and webinar participation.
  • Writing and developing briefing docs, messaging docs, analyst tours, trade shows and events. The role will work with firms such as Gartner Group, IDC and Forrester Research.
  • Contributing to and maintaining a competitive/market intelligence database of information based on analyst data, reports and interviews.
  • Acting as a representative of McAfee in ongoing discussions with analysts and at analyst and industry conferences

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AR and social media: it’s the interaction stupid!

I’m back from the Forrester IT Forum last week, where I was invited to the AR Council (thank you @liz_pellegrini).
There I stumbled on a nice graph (right) published on John Rymer’s blogs and thought it summarises pretty well why AR should care about SocMed.
My research lifecycle
Many of my peers see blogs as an output for free research and Twitter as drinking from a chit-chat firehose. My argument there is that they’re missing the point.

Here’s the reasoning:

  1. Social media is declarative (people say what they want, where they want and choose to participate or not). This means you need to interact with a given audience where they are -on Twitter, Foursquare, LinkedIn or in the good old fashion way, at the pub. And chose the appropriate topic for the appropriate channel.
  2. Social media is a conversation -it’s the place to discuss and interact. I take many briefing requests from analysts on Twitter, post some comments on their blogs (if I’ve got something relevant to say and that complies with my employer’s blogging guidelines), all that to say it’s not a one way street.
  3. DO: use SocMed as a research tool. John is illustrating well how an analyst can test an idea, exchange with other analysts (this point is far tool little documented actually), etc.  But it’s also a great research tool for AR pros to see what analysts are thinking about.
  4. Timing is everything. Research is nothing if not followed up by actions: being better connected with web 2.0 tools allows AR managers to insert the right proofpoint, topic, idea, in a conversation with much better chances of being picked up by analysts because it’s more relevant to their research agenda. The idea is to switch away from being reactive to being more proactive.

Nothing really revolutionary as good AR mangers already do all this by calling regularly their key analysts, but social media is a conversation accelerator, allowing AR pros to follow more analysts and interact with them in a more timely and proactive fashion.

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The IIAR opens a new chapter in India

Join us for the the innaugural meeting of the Institute of Industry Analyst Relations India Chapter with Bhavish Sood, Principal Analyst at Gartner and a leading voice in the technology industry for many years.

Bhavish will speak about current trends in the market, analyst community and offer tips for effective analyst relations. During this briefing, facilitation will be offered for the new and prospective IIAR members who seek advantage of the extensive experience of being an IIAR member.

    Kindly hosted by SyntelClick here for Google Maps.

RSVP at the earliest to reserve your place to:
Aarti Patil
apatil at analystrelations . org
Phone: +91 99209 30619

  Thursday,  June 17,  2010 11:00 – 13:00 hours11:00 – 11:15 Welcome, coffee

11:15 – 12:00 Featured speaker, Bhavish Sood, Principal Research Analyst, Gartner

12:00 – 12:15 Networking

12:15 – 13:00 Group discussion and roadmap for chapter

The IIAR is a not-for-profit organization established to raise awareness of analyst relations and the value of industry analysts, promote best practice amongst analyst relations professionals, enhance communication between analyst firms and vendors, and offer opportunities for AR practitioners to network with their industry peers.

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[GUEST POST] Analyzing the Analysts: Comparison of Gartner and Forrester by James McGovern

James McGovern (@mcgoverntheory) has posted this on his blog (Enterprise Architecture: From Incite comes Insight) recently: Analyzing the Analysts: Comparison of Gartner and Forrester and I thought it was too good not to cross-post. So here you go, what do you think?

Analyzing the Analysts: Comparison of Gartner and Forrester

I have frequent interactions with industry analysts in my day job as an Enterprise Architect for a Fortune 100 enterprise. Likewise, during evening hours I can be found on Twitter under the handle of McGovernTheory engaging in virtualized short-form conversations where many analysts also hang out.

I currently follow the likes of Ray Wang of Altimeter, Nick Selby of Trident Risk Management, Brenda Michelson of Elemental Links, James Governor of Redmonk and others who periodically throw daggers. Their comparisons are usually cordial and tend to leave out certain relevant detail for us end-customer types to fully understand the real conversation. The challenge of the outsider looking in.

Industry Analyst Relations professionals such as Barbara French and Carter Lusher provide great insight for vendors on which analyst firms to work with, but otherwise leave a void in that they don’t address end customer considerations. Today’s blog entry starts with me attempting to emulate their style. Imitation is the best form of flattery…

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Reminder: register for the May IIAR Forum – London – Verticals

21/5 Update: Cort is replaced by Peter Farley / IDC Financial Insights, Catherine can’t make it.

I’m pleased to announce the panel for next week’s May IIAR Forum – London – Verticals on May 27th as follows:

  • Peter Farley / IDC Financial Insights EMEA
  • Peter Thorne / Cambashi
  • Stephen Roberts / Kable (read his interview: Around Stephen Roberts from Kable in 10 questions)
  • Ralph Silva / Silva Research Network.
  • Members can register with the IIAR secretary (jcourtenay at analystrelations . O R G) and email questions to lleforestier at the same email domain.

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    IIAR discussion group: AR best practice for analyst events

    IIAR discussion group: AR best practice for analyst events by Ed Gyurko.

    The IIAR will hold a discussion group teleconference on the subject of AR best practice at analyst-firm sponsored events like Forrester’s IT Forums,Gartner Symposia and IDC Directions on Thursday 6th May 2010 from 1500 BST to 1600 BST / 10:00am EST to 11:00 am EST. The discussion will cover all levels of participation from simply attending to main sponsorship.

    We’ve got a great line up of panelists:

    • Gerry Van Zandt / HP, Worldwide Analyst Relations Manager (@gerryvz, LinkedIn)
    • Kent Cook/ Microsoft, Director Corporate Analyst Relations
    • Bill Reed / St. Cross Group, Managing Director (former IBM manager of industry analyst relations, EMEA) (LinkedIn)
    • Sandeep Thawani / Mahindra Satyam, Head of Marketing and Communications, Europe (LinkedIn)

    IIAR members who would like to join should RSVP on huddle or by email or to jcourtenay at analystrelations dotte org.

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    IIAR News: New Secretary Announcement

    The IIAR board is very pleased to announce that Jane Courtenay is now on board as the new secretary for the institute.

    Jane, a former IIAR member, comes to us after a brief retirement from Cisco’s European analyst relations group. Previously Jane worked for Cisco US analyst relations in California. She has more than 25 years experience in marketing and analyst relations with Apple Computer, SCO, Varian, and trade associations – Infrared Data Association, and Video Electronics Standards Association.

    Jane replaces Hannah KirkmanIIAR, we thank her for all those achievements and wish her the best of luck with her consultancy business.

    The IIAR Board

    Jonny Bentwood, Ed Gyurko, Ludovic Leforestier, Peggy O’Neill and David Taylor.

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    [JOB OPENING] MWD seeks an analyst

    And today, some advertising for our friends from MWD who are hiring senior IT industry analysts to join them. For some background on the company, read Neil Ward-Dutton’s interview.

    Coverage areas:

    • Information management (business intelligence/analytics, master data management, search, information lifecycle management, information integration); collaboration management (portals, messaging, unified communications, “groupware”, and emerging social computing environments); software delivery (application development, testing, dev/ops, application integration, SOA); or IT systems and service management (think ITIL plus some more business-focused management competencies).

    Details here.

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    Around Kevin McIsaac from IBRS in 10 questions

    I recently noticed we’re not giving much love to analysts based in APAC -a tragic oversight considering all the talents located down-under!   Dr Kevin McIsaac (bio, LinkedIn), from IBRS kindly obliged with taking the interview below. IBRS has been created by a few ex-META Group analysts and delivers mostly end-user consulting in Australia.

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    [People on the move] Ellie Warner joins HP AR

    After a busy year’s freelancing Ellie Warner is moving back to the corporate world to head HP’s AR program in APAC. Working for the company’s Enterprise Business Group, she will be based in Singapore. Prior to that, Ellie worked at Sun Microsystems where she built the International AR program in Europe and Asia.
    I want to congratulate Ellie for her new appointment and thank her for her contribution to the IIAR, including (link to papers) . But this is not the end!  Anyone interested in a potential IIAR Chapter in Singapore should contact Ellie!
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    Proteiform Analystus -the multichannel dilemna for IT analysis firms in the socmed era

    I was reading Merv’s post on Analysts Don’t List Themselves on Social Media « Merv’s Market Strategies for IT Suppliers and it coiincidentally resonated with a conversation I was having this week with an account manager at an IT analysis research form.

    Merv’s point that twitter handles and blogs are not listed on analyst bios raises a good point: I mean surely this is so obvious that someone should have thought about it already. After some checking, someone already came up with this IDEAs (sorry, bad play on word but it’s Friday).

    My comment on Merv’s blog was:

    Going even further, when I do a search on gartner.com, idc.com or forrester.com, I would expect the blog posts to come up as well.

    Why is the blog content not aggregated in the research portals???

    Indeed. In today’s two-zero’s world, analyst output is proteiform (see Should the analysts be blogging?), so why segregate it by channel?

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    [JOB POSTING] Junior Account Manager Analyst Relations at Metia in London

    Current Company LogoJunior Account Manager Analyst Relations at Metia in London, United Kingdom | LinkedIn

    Job Description

    Support key accounts in their analyst relations programmes:
    • Suggest and plan appropriate AR activity against client roadmap and objectives with your line manager
    • Identify relevant analysts for particular activities and manage the briefing process
    • Be pro-active in presenting innovative and creative analyst relations plans and ideas for your clients
    • Develop and maintain client relationships with allocated accounts supported by your account manager and team lead
    • Be the day-to-day point of contact for your client on allocated accounts
    • Work with your manager to identify opportunities for personal development
    • Write accurate and informative analyst de-briefs / summaries and send to the client
    • Co-ordinate and attend client and analyst engagements
    • Attend and host regular work in progress calls and/or meetings with the account manager/director where appropriate

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    How far should an NDA go?

    Jeff Mann from Gartner (@JeffMann) blogged yesterday about NDA Games.

    It’s an interesting subject, in particular with respect to what useage analysts are allowed to make of information disclosed in an NDA briefing, or to spell it out, a briefing during which the information exchanged is disclosed under a “Non Disclosure Agreement”.

    Just to go back a little on the basics, and as Jonny (@jonnybentwood) points out, the ability to exchange non-public information (to a certain extent, because publicly traded companies are subject to some rules on equal access to information towards investors and shareholders, so it should not be material infomation to the sense the SEC understands it) is what differentiates a press interview from an analyst briefing. It’s also one of the things that make this relationship much more interesting and insightful if you ask me. Most firms, such as Gartner, have “blanket” NDA’s with large vendors.

    The vendor Jeff mentions should not however say a whole briefing is under NDA, but AR people should take great care in flagging (before and after, as I train my spokespersons to do) what’s under NDA and what’s not. Clearly, what happenned there is not best practice.

    Except that talking too soon about a new product can kill sales for today’s product. Some vendors are very good about talking about futures and not selling what they have, but clearly that’s a pre-do-crash business model, not one for today’s business environment.

    Any thoughts on how to reconcile this with the need to brief analysts on what’s coming so that their research is accurate?

    And question to Jeff and other analysts: can you elaborate on “what’s in it for a vendor to brief you on roadmap/futures?” I think I know some of it but I’m interested in the answers…

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    [GUEST POST] Josh “Groundswell” Bernoff on What do analysts actually do?

    Josh50_2Josh Bernoff, yes as in Josh Groundswell Bernoff, from Forrester posted recently a great post on what analysts actually do. Now, it’s not a new subject but it’s still pretty difficult to explain to your mother. Joes does it elegantly and kindly accepted my request to reblog it here. Thank you @jbernoff!

    PS: another thing about Josh, is that he’s got a really great job title: Senior VP, Idea Development
    Forrester Research. That’s quite cool I thought….

    What do analysts actually do?

    As you think about the debate about Forrester’s blogging policy, I’d like to share a little more about how the opinions you read from Forrester analysts come about. With 15 years experience in this business, I know it’s a collaboration. The analyst needs data and support from the company, and the company needs the analyst’s brain and benefits from the reputation that analysts build up. A lot of time, resources, and quality standards go into what we do. I’d like to take you inside the relationship between analysts and Forrester. This is a long post, because there’s a lot that goes into what we do. Continue Reading →

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    Friday: scheduling

    Scheduling is one of my pet peeves, simply because locking diaries for a briefing between an exec and an analyst is complicated. They’re just usually really busy and travel so much they have a better chance to bump into each other in an aiport lounge than on a conference call! I sometimes think it’s easier to keep track of particules in the LHC…

    Thankfully, there are a few tools today that make my life simpler:

    • I’ve already blogged about tungle.me, it would be great if all analysts used it!
    • I also use twitter to see when analysts are available for a quick chat
    • dopplr and tripit are also useful to see when they might be in the same location

    Anyway, what prompted this post was the cartoon on the left from the multi-talented Andreas “Andy” Bitterer: we already knew his photographic and analytical skills (need advice on data quality anyone?), it seems he’s quite good at drawing too. It’s funny as well, just to disprove some myths about Germans 🙂

    So check his blog, it’s well worth it:
    Analysterical – The Exotic Life of Analysts

    Other related posts:

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