Archive | AR

Gartner Symposium / ITxpo 2018: key takeaways for AR professionals

Gartner Symposium Barcelona 2018 - keynoteThis year’s keynote theme: the Continuous Next Strategy

Gartner Symposium, Gartner’s flagship event in Europe, attracted more than 8,000 visitors this year, and met or exceeded expectations, at least mine. The analysts were brilliant, inspiring speakers on stage and great advisors in the one2one meetings.

This was the first time in Europe that Mike Harris delivered the keynote, having taken over from Peter Sondergaard in the summer. It was a hard act to follow: Many attendees knew Sondergaard as an exceptionally gifted and inspiring speaker. Harris was different, of course. His presentation was strong and dynamic – and he came across as being very present, open and humble.

Harris outlined Gartner’s “Continuous Next” concept, referring to how the pace of innovation is accelerating and disrupting business models, and outlining the need for organizations to adapt to be successful. CIOs must adopt the role of business innovator and enabler, he said, and must interact with C-suite leaders to secure the foundation of digital business. In the era of Continuous Next, the CIO assumes responsibility for digital products and therefore controls not only technology and operations, but should also drive cultural change for the benefit of digital or business transformation. CIOs must also consider digital ethics before adopting new technologies.

Harris also noted that traditional enterprise roles, including HR, Sales, Marketing, Finance, Legal, Supply Chain will change as they all become digital. Continue Reading →

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Join us for the IIAR Café at the Gartner Symposium in Barcelona

If you are going to the Gartner Symposium 2018, Barcelona, drop in to the IIAR Breakfast and join the discussion on all things AR related with Yvonne Kaupp (@YveKauppLinkedIn), IIAR Board Member (Chapter Liaison) and Senior Manager Analyst Relations and Market Strategy at Retarus.

We’ll have an update on the IIAR, discuss recent Gartner news and other AR topics.

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[JOB POST] Media & Analyst Relations Specialist, Accenture / London, UK

Join Accenture and help transform leading organisations and communities around the world. The sheer scale of our capabilities and client engagements and the way we collaborate, operate and deliver value provides an unparalleled opportunity to grow and advance.
Join Corporate Functions and you will become part of a diverse team which offers the essential expertise that enables all of our employees to deliver high performance to our clients. Our Corporate Functions professionals work in areas such as Human Resources, Finance, Legal, Marketing and Communications, CIO, Information Security, and Geographic Services.
Whether you work directly with clients or manage important internal initiatives and efforts, you’ll find amazing opportunities to make a measurable difference.
Join a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. With approximately 425,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. The sheer scale of Accenture’s capabilities and client engagements—and the unique way we innovate, collaborate, operate and deliver value—provides an unparalleled opportunity to grow and advance your career.
Marketing & Communications
Our Marketing & Communications team builds Accenture’s brand, protects its reputation, generates awareness of the company’s capabilities and services, and plays an integral in supporting sales growth. Our teams are involved in a range of activities from advertising, media relations, PR, sponsorships, social media, internal communications to brand management and thought leadership initiatives.
Media and Analyst Relations
The Media and Analyst Relations team protects and builds Accenture’s reputation in the marketplace and raises awareness of its client projects and its views on key industry issues by communicating key messages via targeted media outlets. Working closely with out PR agency, this involves liaising with media to develop relationships and place stories, writing press releases, media pitches and articles, as well as reacting to news events. Additionally, the team is responsible for issues management and media monitoring.
Job Summary:
This experienced Media and Analyst Relations Specialist will be responsible for driving media and analyst relations for Accenture. The includes development and promotion of “Big Push” campaigns in the media to help prepare the landscape for lead generation and sales. The candidate is expected to work competently with both the UK and global corporate media and analyst relations teams. He/she will report to a UK Media Manager. The candidate is expected to possess excellent writing skills, have a good knowledge of business and financial services media and will be able to offer sound professional media advice. The will involve some industry analyst relations and management of a PR agency. One of the key areas of the business that this will support is our Financial Services industry group. Spanning banking, insurance and capital markets, this group is the largest sector within Accenture UK.
Key Responsibilities:
  • Proactively drive media coverage in the UK.
  • Deliver and execute local media plans to publicise work of Accenture in target media.
  • Provide timely responses to media and analyst requests. Liaise with and support colleagues in UK and globally to provide answers.
  • Offer professional media advice to UK and global media colleagues and internally to stakeholders.
  • Manage and develop professional working relationships with key journalists and clients.
  • Provide media coaching and training for our spokespeople where necessary.
  • Work closely and manage relevant relationships with our PR agencies.
Relationships:
Reports to: UK Media and Analyst Relations Manager
Supervises: PR Agency
External Relationships: Media, Analysts, Clients, Third Party Vendors, Suppliers

 

Knowledge and Skill Requirements:

  • Understanding of Accenture’s area of business and overall business strategy.
  • Understanding of and ability to execute strategic PR and communications techniques.
  • Good understanding of/ relationships with UK financial services media.
  • Professional adviser to colleagues.
  • Understanding and ability to apply message development skills.
  • Global perspective and understanding of business marketplace.
  • Project management skills.
  • Demonstrate leadership skills.
  • Ability to develop and apply creative, workable solutions to project-related issues.
  • Strong oral and written communications skills.
  • Ability to work independently.
What’s in it for you?
All of our Corporate Functions professionals receive comprehensive training covering business acumen, technical and professional skills development. We offer a variety of formal and informal training programs at every level to help you acquire and build specialised skills faster. Learning takes place both on the job and through formal training conducted online, in the classroom, or in collaboration with others. The sheer variety of work we do, and the experience it offers, provide an unbeatable platform from which to build a career.
On top of this, we have an extensive benefits package which includes 30 days’ vacation per year, gym subsidies, private medical insurance and 3 extra days leave per year for charitable work of your choice!
What are the next steps?
If this sounds like the ideal role, career and company for you, click below to apply.
If relocation is required in applying to this position, the appointment to the role would be considered an employee driven transfer meaning that the employee will be personally responsible for covering all relocation costs and any costs associated with dependents.
About Accenture
Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.
Accenture is an equal opportunities employer and welcomes applications from all sections of society and does not discriminate on grounds of race, religion or belief, ethnic or national origin, disability, age, citizenship, marital, domestic or civil partnership status, sexual orientation, or gender identity.
Closing Date for Applications 25/11/2018
To apply for this role click here
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[JOB POST] Industry Analyst Relations Senior Manager, Communications, Sage / Massachusetts or New York

Sage is a global company with a local heart. The market leader for cloud-based accounting, financials, enterprise management, people, and payroll software, we empower the world’s business heroes—from single-person startups to large enterprises. Our people are passionate and positive. We inspire our colleagues to serve business builders everywhere and champion their success. As a FTSE 100 company with 14,000 colleagues across 24 countries, we do business the right way, while giving back to our local communities through the Sage Foundation. Be Sage, build on. Continue Reading →

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[GUEST POST] How Analyst Relations Impacts Strategy 

Analyst relations seems straightforward enough – as a tech vendor, you relate key milestones and elements of strategy to those industry analysts who you think will have the greatest reach to your target market. Right? In my opinion though, the best analyst relations professionals also flip that model. With just as much vigour and interest, they ensure that the leaders in the company are not only aware of overall market trends and emerging technologies that could impact short term AND long term revenues, but they also consider how best to respond to market indicators. How do you do THAT? It’s like inserting yourself into the C-Suite, or as part of the Office of the CEO or Strategy team. How do you get senior executive leaders to listen? And more importantly, to take action based on the market trends you bring them? Continue Reading →

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[JOB POST] Senior Account Supervisor, Analyst Relations, Edelman / Seattle or Portland, US

Edelman has an opening, in the Seattle or Portland office, for a seasoned Analyst Relations (AR) practitioner within the PNW technology practice. We are seeking a Senior Account Supervisor to join our growing team of talented and collaborative communications professionals who provide a diverse client base with expert counsel in analyst relations, communications & event planning, content development, and media and influencer engagement.

 

The Senior Account Supervisor role will have a deep understanding of the AR landscape and the ability to leverage AR strategies to support PR and digital team counterparts. As a Senior Account Supervisor on the AR team, you will also have the opportunity to help drive new business and marketing efforts, as well as lend support to team across practice areas, which makes interest and comfort in driving PR programs as well as AR efforts highly desired.

 

RESPONSIBILITIES:

  • Build and execute strategic AR programs to increase analyst awareness of client strategy, product portfolio and executive team
  • Drive coordination with stakeholders and PR/social team members for integrated execution of client initiatives
  • Help lead new business initiatives for the AR team, uncovering prospects and managing the RPF process
  • As needed, help lead and drive PR programs for clients as our PNW technology practice continues its rapid growth path
  • Oversee financial and operational performance of multiple accounts simultaneously, ensuring quality work, deadline and budget adherence, and that plan creation and execution map to goals
  • Counsel clients and troubleshoot client and internal issues, providing strategic counsel in partnership with senior managers (VP, SVP)
  • Work seamlessly with external agency partners (e.g., advertising agency, promotions agency) as part of integrated marketing team
  • Act as local client-facing representative of larger AR team, attending planning meetings, client events and updates as necessary
  • Demonstrate writing excellence when crafting internal and client materials and correspondence
  • Use relationships with analyst influencers and internal business partners to meet client needs
  • Supervise staff in multiple offices by mentoring, motivating, coaching, consistently providing feedback, holding them accountable and conducting their reviews
  • Introduce clients to new capabilities, initiate new business process and display strong presentation skills during client pitches
  • Commit to continuous learning and improvement of leadership skills; set and pursue stretch goals
  • Demonstrate behaviors consistent with Edelman’s values (Quality, Integrity, Respect, Entrepreneurial Spirit, Mutual Benefits) and Code of Ethics and Business Conduct

  

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We’ll Miss You Claire

Claire Dessaux

It was with great sadness that I heard Claire Dessaux, Managing Vice President, Research Content and Delivery at Gartner, died recently.

Claire struggled with health issues off and on in recent years, but she was still too young to leave us, and her premature death robs the world of a steadfast friend, reliable co-worker, and cheerful presence for those who knew her.

For the analyst relations community, it’s worth taking a moment to mourn her passing even for those who didn’t know her, as we lost a key advocate in Claire. In her role at Gartner, Claire pushed for more transparency, predictability, and communications with vendors. Longtime, experienced Gartner analysts would grumble about how Gartner management continues to mechanize research, making it increasingly templatized and fungible, but Claire understood the need for consistency, scalability, and getting away from the “prima donna analyst” that plagued Gartner pre-Gene Hall. Continue Reading →

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[GUEST POST] How Analyst & Advisory Relations translates to Business

Christian Holscher (IIAR website)When even hyper-successful companies like AWS invest in dedicated analyst and advisor relations management although they seem to dominate their markets anyway, it suggests they realize much more value in AR than ‘only’ to position high in an industry report. 

Even small innovative businesses seek to engage regularly with the likes of Gartner, Forrester, IDC or with boutique analyst firms, although they may be far from making it ‘onto’ a flagship MQ or Wave or Marketscape report. Why do they prioritise time and money to AR?

Because it pays unique dividends that are harder to achieve otherwise.

This article aims to explain AR results in the context of the business functions that it supports and based on years of hands-on experience. Continue Reading →

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IIAR Webinar: Le CXP Group, a European powerhouse?

CXP Group logo (IIAR website)Over the past few months, the analyst community has been experiencing an array of changes, with many analyst departures and career moves shaking up the status quo. As we come back to work and the summer days fade into autumn, there’s no better time to catch-up with analyst firms and understand what has changed, what’s to come and exactly how their services can support AR pros and their programmes.

On Thursday 13th September at 1600 BST we will be discussing this and more with Yannick Carriou (LinkedIn, @YCarriou), Chairman and CEO of the CXP Group who will be providing a deep-dive on CXP Group and PAC, as well as addressing the acquisition of Ardour, a move that was widely discussed in the industry.

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Around Giorgio Nebuloni from IDC in 10 questions

We have had the pleasure for Giorgio taking time out of his busy schedule to take part in our infamous 10 questions. Giorgio is a research director for IDC’s  European Infrastructure and Cloud research and leads the team of analysts responsible for tracking the cloud infrastructure, server, storage and converged systems markets in Western Europe.

What are your coverage areas?

My main focus area is European infrastructure, a broad spectrum of things ranging from Multicloud management software to service provider datacenters. I’m also increasingly involved in this year’s research sprints (we call them Launchpads) around emerging technologies (Quantum, Edge, Blockchain…) driven by brilliant analysts across multiple IDC teams.

What are your opinions of the IT Analysis Marketplace and where do you see it going?

Analysing the analysts! Three trends I see: the traditional need for ad-personam advisory to IT buyers is not only steady but increasing. With technology topics becoming ever more complex (see the interdependencies of Multicloud, or political nature of Blockchain use cases or AI’s ethical dilemmas), leaders need fact-and face-based opinions more than ever. The second is the changing nature of data. Data are the wheels of any self-respecting research vehicle. In the 3rd Platform era, generating data differently, from new sources and manipulating it better and faster than ever before is crucial. The third is the growing connection between branding, marketing and analyst house services – i.e. the analyst company becoming a digital agency.

What’s your typical day like?

The day starts at breakfast or in the bus, swiping through emails. After that it’s a lot of “Can you guys hear me alright?”, pulling out the toothpaste at security LHR T2 and providing feedback on reports and deliverables. The fun part are workshops or improvised whiteboard meetings with customers, and the unpredictable, sometimes heated conversations with IT buyers at our events. Also enjoyable are the rare isolation days (often in summer heat) with a piece of paper and pen, drawing the research agenda for the next months.

Now, c’mon, tell me an AR horror story?

Not a horror – but a thriller story. I’ve once attended an analyst event linked to a broader customer conference where the facilities were just not fit (or not booked properly). The poor AR person spent two days leading a bunch of analysts (distracted fellas in general) across ultra-crowded, immense halls from one meeting room to another, holding a tourist guide sign and a megaphone. In rare cases did the analysts arrive on time. In some cases they never made it to the meeting room. I think a couple of analysts are still roaming in that conference center (haven’t seen them since). In another case I flew into Vegas on the promise of an analyst track with executives – except there was no such thing, only technical sessions. Learnt my lesson on asking for agendas then!

What is your research methodology?

The ideas stem from anecdotal discussions with “Pathfinder” IT buyers and other IDC analysts. The proof points from primary research in form of small to large surveys. The hard data on market numbers from vendor conversations and guidance process.

Any favourite AR professional you’d like to mention? Any why?

Most of AR folks I know are great and enable easy access to vendor executives. I’ve worked closely and for a long time with Jos Baltes (HPE) who is not only hyper-responsive but also great to get a beer with. Most recently Caroline Dennington (NetApp) adds the British humour (!) – Antonella Crimi (Equinix) and Anna Carzana (AMD) the Italian flair. I’m missing several I know – impossible to mention all!

Tell us about one good AR practice you’ve experienced or one good AR event you’ve attended.

I’ve recently attended a one-day analyst-only event where keynotes were kept to less than 1 hour and most of the day was spent on one-to-ones, with some breaks in between. I thought it was great – even if I ended up talking myself dry. A good AR practice is booking events in the calendar well in advance – even if analysts themselves are sloppy RSVPers!

What are your offerings and key deliverables? 

Within my team, we deliver on a subscription program with report, surveys and customer enquiries; release multiple Tracker datasets on a quarterly basis and work on challenging custom project advising vendors and buyers on infrastructure-related decisions. A recent one I liked was advisory work for a custom chipset manufacturer to identify and position their Edge Computing and Gateway strategy.

Any hobbies or favourite restaurant / food that you’d like to share?

With a mixed Asian-Italian family we are way too fussy about food. For the Londoners – L’oro di Napoli in South Ealing. For the Frankfurters – Sushi Boy in Eschersheimer Tor; Lam Freres in Bahnhofsviertel.

What is your biggest challenges for the upcoming 6 months? And for the next 30 mn?

Selecting what NOT to do or cover is the tough one for the next 6 months. With Innovation Accelerators kicking off it’s like the candy shop, but one can’t do everything properly! Next 30 minutes getting home on time for dinner!

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The role of a good AR: does it change during a crisis?

Analyst relations nightmares (IIAR)Although crisis situations can at times feel out-of-the-blue, AR nightmares can usually be solved by adhering to a simple to follow maxim: it’s all about communicating what you can, when you can.

However, in an escalating crisis of epic proportions, it’s important to ensure that you, as an Analyst & Influencer Relations specialist, tend to your priority analyst relationships first and foremost.

Here are three simple tips for how to survive your first crisis as an AR professional working within an escalating crisis, or in a PR nightmare scenario where you’re asked to give advice on how to inform the analyst community. It can be anything from a briefing which has gone off the rails to an issue in a local market that mushrooms into a global performance or critical security flaw.

No matter the issue, there are ways as guardians of the relationships our Vendors have with Industry Analysts, that can be replicated across most B2B technology and marketing companies. Continue Reading →

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Peter Sondergaard leaves Gartner

Peter Sondergaard at the Gartner IT Symposium (IIAR blog)Several pieces have already been published on the  unceremonious departure of Peter Sondergaard, Gartner EVP of Research (LinkedIn, @petersonderg)already (ZD NetResearch Live, Kea), none adding any facts above and beyond the SEC filing.

We ran a quick poll yesterday and results weren’t conclusive: some will miss Peter who has been one of Gartner’s stars and highest earners over the years, masterminding the Gartner Symposium keynotes and presiding over the research agenda. Others welcome the change.

He is replaced by Mike Harris, formerly head of IT research (GITL). He was himself succeeded by Yvonne Genovese who moved from heading Gartner for Marketing Leaders (GML) where she drove high growth from a small base to a sizeable business.

AR pros should monitor closely research direction, quality and methodologies following this leadership change.

We wish good luck to Mike in his new role and send a heartfelt appreciation to Peter, also wishing him the best for his next steps.

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[INVITATION] Calling all NYC based AR Professionals and Analysts

Wendy Shlensky, IIAR, Spotlight AR and Wipro invite you to the 1st ever IIAR NYC Summer Party. Come along to mingle with your fellow AR practitioners and Industry Analysts. When: Tuesday 21st August 2018. Where: Pier I Cafe, Riverside Park South and 70th Street on the Hudson River, Manhattan

Wendy Shlensky (LinkedIn, @WLS26), IIAR, Spotlight AR and Wipro invite you to the 1st ever IIAR NYC Summer Party. Come along to mingle with your fellow AR practitioners and Industry Analysts.

When: Tuesday 21st August 2018.

Where: Pier I Cafe, Riverside Park South and 70th Street on the Hudson River, Manhattan

 

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[GUEST POST] What I Learned from 5 Years at Gartner

Martin Kihn / ex. Gartner, now DentsuMonday — on what would have been my five-year anniversary at Gartner — I left to join Dentsu Aegis Network. It was a good span at a well-run company doing God’s (technical) work. It was simply time.

When I was a management consultant, I couldn’t describe what I did. Not to my parents, not to strangers. Not in a way that convinced them I had a real occupation, and maybe I didn’t.

Try describing what an “industry analyst” does: “Research, writing, 30-minute consulting engagements.”

“But you can’t solve any problem in 30 minutes.”

“Just watch me.”

“You don’t know anything about the company.”

“I know something.”

“But — but — but –”

The assumption most people make is that marketing problems are unique. Perfect knowledge of the context, the company, its tech stack is required to construct a solution. This assumption is false. Continue Reading →

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[GUEST POST] Hsu: AR must bet bigger on fewer analysts

Andrew Hsu‘s (LinkedIn) views on AR prioritization are handy. In a recent presentation, he stressed the role of prioritisation in helping us to think about AR, be more refined than our instincts can allow and to help us justify the choices we made when we allocated limited Analyst Relations resources.
Andrew’s starting point is the need to make smart, big bets. Rather than randomly allocating effort without focussing on influence, we want to focus our energy on a smaller number of analysts and, I think it’s implied, to boost the impact of the analysts we prioritize.
The common-sense of AR is problematic. We focus on the people we know, the ones who are cynical about our brand and the ones with whom we do the most business. Instead, Andrew says that we need to focus on both our business goals and the attributes of the analysts. He hits the nail on the head when he says that AR people are often ‘doing God’s work’ – merely serving the analysts. Instead, we need to focus on the timely needs of the business. Continue Reading →

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In memory of Brian Riggs

We were very sad and shocked to hear the news that Brian Riggs of Ovum and No Jitter died this weekend in a swimming accident.

He was truly one of the best, and the analyst world is poorer without him.

Dave Michels of TalkingPointz has written a very lovely post about Brian which is very much worth reading if you knew him.

Our condolences go to his family, friends and colleagues. Rest in peace Sir.

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Three new members join the board of the IIAR

The IIAR is pleased to present the addition of three new members to the IIAR Board as a result of this years’ elections held in June.

Please help us welcome Beth, Suzannah and Aniruddho to the IIAR Board, for terms that run from July 1, 2018 through to June 30, 2020. Continue Reading →

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[GUEST POST] Debunking Five Analyst Relations Myths

Hand with ace card up the sleeve (IIAR website)Analyst relations is easily the most misunderstood function in marketing.

I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to do it right. It’s not witchcraft nor is it a simple “spend more / do better” formula.

It’s time to set the record straight, so in this post I’m going to debunk five of the most common myths I’ve come across. Well, turns out this ex-mathematician is not great at counting, so I’ll be dubunking a bonus 6th myth as well 🙂

  • Myth #1: Analyst firms like Gartner are “pay to play”
  • Myth #2: Your PowerPoint slides matter
  • Myth #3: Gartner is the only analyst firm that matters
  • Myth #4: You can move the “dot” in a Gartner Magic Quadrant
  • Myth #5: Just becoming a Leader in an analyst report will double/triple/10x your growth
  • Myth #6: Your PR firm can manage analyst relations

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[GUEST POST] Does Israel have more cool vendors than China?

https://twitter.com/Loom_Systems/status/905444551204233217

Gabby Menachem, the CEO of Israel-founded Loom Systems, holds its Cool Vendor plaque

Can other vendors copy Israeli firms’ exceptional success in earning Gartner, Inc.’s Cool Vendor designation? Maybe not. Their success reflects both Israel’s unique start-up ecosystem and those start-ups’ ability to leverage Gartner’s experienced account management in Israel.

The numbers of Cool Vendors in Israel continue to rise. At the recent Cool and Hot Vendor Forum, Suwen Chen’s presentation showed, using data from Gartner, Inc., that there were more Cool Vendors in Israel than, for example, in China and the UK added together. The gap is widening: It has grown from 15 Cool Vendors in 2012 to 33 last year and 35 in 2016. The count could be even higher if we account for the many Cool Vendors originally founded, funded and staffed in Israel which have moved headquarters to the USA, such as Loom Systems. Twenty firms founded in Israel have gained the designation so far this year. More will probably be added in the rounds of Cool Vendors later this month and in September. Continue Reading →

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Trio of analyst departures at Gartner underlines why backup strategy is so important

Gartner icon logo for the IIAR websiteGartner has been forced to delay a Magic Quadrant report for at least six months due to the mass departure of pivotal analysts covering the enterprise data center space. 

The delay followed news that analysts Dave Russell and Pushan Rinnen were leaving to join vendors. The duo were the mainstays of the Gartner team covering data backup. Their counterpart in the EMEA region, Robert Rhame, is also moving on.

Their timing was remarkable: Gartner was due to kick off research for its 2018 Magic Quadrant for Data Center Backup and Recovery Solutions last week. With all three authors choosing to leave Gartner, the firm had no credible option but to delay the start of the report: this is now on ice until 2019. Continue Reading →

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