Archive | AR

[GUEST POST] 7 Ways to Grow Analyst Firm Business: A How-to-Collaborate Guide for Industry Analysts and Account Managers

TW - 7 Ways to Grow Analyst Firm Business - Collaboration Between Industry Analysts & Account ManagersBy Rishi Ghai (LinkedIn@rishi_ghai)

It’s universal––the bittersweet relationship between sales and delivery functions. Industry analyst firms are no exception. The subject of bringing in more business for analyst firms is perhaps the biggest cause of friction between account managers and industry analysts, especially where senior analysts have P&L responsibility.

A typical scenario plays out something like this: analysts, in their capacity as advisors, tend to enjoy greater proximity to technology/service providers and buyers––and assert to know more about business leads for the firm than account managers do. Account managers, on the other hand, tend to disagree and think that analysts aren’t willing to stretch beyond their comfort zones to bring in more dollars…and on the argument continues. Yet, once this friction is transmuted into collaboration, engagements with clients and prospects become richer and more consistent, and untapped business opportunities start to open up. Continue Reading →

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Around Annette Zimmermann in 10 questions

Today we ask our probing questions of Annette Zimmerman from Gartner. Munich-based Research Director Annette (LinkedIn, Twitter) is Agenda Manager for Gartner’s devices research – and she probably has more gadgets than you.

  1. What are your coverage areas?Annette Zimmermann

My beat is very broad in comparison to many analysts. I cover personal technologies including devices, PCs and wearables, following firms like Apple, Microsoft, Google, Samsung to name but a few. I’m also tracking the IoT and specifically beacon technology and indoor positioning solutions from vendors like Cisco, Aruba and Estimote.

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

It’s still a growing business with demand coming from vendors and IT-users alike. Industry specific knowledge is becoming more important. Continue Reading →

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Analyst Briefings: The Delicate Business of Client References

By Vicki Jenkins/ Nelson Hall (LinkedIn@VickiJ_NH) 
This is the fourth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship Vicki Jenkins / NelsonHallbetween AR and industry analysts. Here I take a look at using client references and case studies in the briefing process.

Quite often, participating in an analyst report requires providing client references as part of the briefing process, and in the area of outsourcing these can be rather difficult to secure. It is important to develop relationships with your sales and client services teams and to let them know about upcoming analyst reports that will require references so they can assist you without it being a fire drill. Knowing that references are required well in advance also enables your colleagues to select references appropriately, and avoid overusing certain clients where they are handling multiple requests for the client’s time. Continue Reading →

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[Guest Post] Analyst Briefings: Preparing for Success

By Vicki Jenkins/ Nelson Hall (LinkedIn@VickiJ_NH) Vicki Jenkins / NelsonHall

This is the third in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a more detailed look at preparing for analyst briefings.

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[JOB POSTING] Senior Account Supervisor, Analyst Relations at Edelman

Edelman Silicon Valley or San Francisco is currently seeking a Senior Account Supervisor to join its Analyst Relations (AR) team. The Senior Account Supervisor (SAS) will help manage the Analyst Relations Edelman logoclients to ensure that AR programs support larger account strategies.

The AR SAS exhibits excellence in all areas of analyst relations, including development of strategic client plans and professional relationships with industry analyst contacts. This person should be adept at recognizing opportunities to accelerate or take client agendas in new directions, working with team members to collaborate on ideas for new programs. The AR SAS will provide strategic counsel and anticipate client needs, providing superior client service.

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[JOB POSTING] Industry Analyst Relations Manager, Security Software and Services

Hewlett Packard Enterprise is seeking an Industry Analyst Relations Manager for Security Software and Services
HP, Hewlett PackardThe Analyst Relations Manager will play a vital role in communicating and engaging with the industry analysts and influencers who cover Hewlett Packard Enterprise’s Security software and services business. Security is a core strategic business for Hewlett Packard Enterprise (HPE), and as such this role will have high visibility inside and outside the company. The Analyst Relations Manager will play an important role in shaping the perception of HPE’s Security business, influencing analyst ratings and recommendations, ultimately impacting sales and performance of the business.

This position will report to the Communications team lead for HPE’s Security business, part of HPE’s Global Communications organization.

This individual will be responsible for all industry analyst relations engagement and activity for HPE’s Security software and services business.
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IIAR Webinar: Adventures in Analyst Relations

IIAR Webinar: Adventures in Analyst Relations 
Presented by Peggy O’Neill, Senior Director, Analyst Relations at Informatica Peggy O'Neill
When: 13th July 2016
Time: 08:30 PST/ 16:30 BST/ 17:30 CET
Like anything in life, the more you put in the more you get out.
Understanding where your organization is in terms of its Analyst Relations is important. In this webinar Peggy will guide us through how to establish where an AR program is and paint a picture of what is possible. It summarizes the benefits you receive as your company invests more in AR and becomes more mature about how it works with the analyst community.

Companies that do strategic AR understand how to get the most out of their analyst relationships. They are also confident and can articulate their vision and roadmap, and can plan their analyst interactions accordingly. But they’re not so confident that they think they can’t learn anything from analysts.

Please note that the webinar is for IIAR members only, if you are not a member and an Analyst Relations professional who is interested in attending please email Maria Ashton: [email protected]
IIAR members can register by clicking here
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[JOB POSTING] Automation Anywhere – Senior Manager, Global Analyst Relations

 Senior Manager, Global Analyst Relations – Automation Anywhere

Automation Anywhere LogoReporting to the CMO, the Senior Manager of Global Analyst Relations will develop strategic relations with our growing community of classic analysts and next-gen influencers.

The Senior Manager of Global Analyst Relations is a self-starter with a passion for results-driven analyst relations proven by a track record in a complementary area such as enterprise software, process automation or IT business transformation for the digital economy. Day to day, this position will:

Define, develop and measure valuable two-way relationships with analysts worldwide
Drive broader and deeper coverage of differentiatd customer benefits, solutions and use cases
Provide management with outside-in input to strategies, products and services, drawing from industry trends, competitive landscapes and analyst message tests/advisory
Team with marketing, PR and sales to improve messaging and sales enablement
Broaden visibility of the company and help hone its voice across regions and marketsThis position works to build, support and measure external relationships, related marketing initiatives and detailed program plans in support of Automation Anywhere business objectives. The position requires frequent contact with industry influencers and all levels of Automation Anywhere, channel and customer spokespeople. The ideal candidate has 5 to 8 years’ experience in analyst relations, strong written and verbal communications skills, active listening skills, and the ability to manage multiple projects on time and on budget.

This position is based at company headquarters in San Jose, CA, USA. Candidates must be local.

For more information please click here

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[Guest Post] AR Planning Doesn’t Have to be Like Nailing Jell-O to a Tree

By Vicki Jenkins / NelsonHall  (LinkedIn,  @VickiJ_NH)

With a background as both an analyst relations (AR) professional and an industry analyst, I have seen what happens on both sides of the fence, and communication between the two sides is not always straightforward. Hence, this is the first in a series of blogs for AR professionals containing tips and pointers on how to ensure that the AR/analyst relationship stays smooth. Topics will include briefing preparation and follow-up plans, promotion plans for report placement, and industry analyst days. As it’s that time of year, I’ll start by taking a look at AR planning.  Continue Reading →

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[JOB POSTING] Deloitte Global, Global Analyst Relations Manager

Deloitte Global, Global Analyst Relations ManagerDeloitte Logo
Global Analyst Relations (AR) is a highly specialized discipline within Deloitte. The AR team is entrusted with owning and managing Deloitte’s relationships with the analyst community on a global basis. The relationships are considered protected and of high value as analysts impact client buying decisions, rate, rank and report on our business, influence our brand and reputation, and provide advice to the business in shaping and directing marketing messages and firm strategies. AR programs are managed on a global, cross-functional and cross-industry basis to ensure the accurate and consistent positioning to maintain and advance our leadership position with the analysts. It is estimated that team activity impacts $3-6B in revenue and the team interfaces at the highest executive level of the firm across all businesses, geographies and industries

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Do you need to pay Gartner to be in the Magic Quadrant?

It’s been interesting reading some of the recent posts and comments on Linkedin about Gartner and its supposed lack of independence.

I’ve been an AR professional for 15 years now and work for a variety of technology and telecoms companies (large and small). Some have Gartner contracts, some don’t.

I have never seen or heard of any evidence that says you can buy your way gartner-empty-magic-quadranton to a Magic Quadrant. Nor does the amount of money you spend influence where you appear on the MQ.

My personal experience supports that. I’ve had clients who spend a lot of money with Gartner fail to be included on an MQ (or be included but not where they wanted to be). I’ve had clients who spend no money with Gartner be included on an MQ – and in good positions. Continue Reading →

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German analyst firms: die große Konsolidierung

ISG buys Experton (IIAR)German consulting (and analyst) firm Experton (web, @expertongroup in German, seems they stopped tweeting in English back in 2013 @twitter.com/experton), founded by ex-Meta Group employees (including Andreas Zilch), falls to American ISG (web, @ISG_News).

With BARC and Berlecon in the CXP Group stable (including PAC), the German IT analysis market is now largely foreign owned with the exception of TechConsult (@techconsult_de,owned by media group Heise)

ISG also bought Saugatuck (web, @ISG_Insights), showing they believe scale is key in the research subscription business model.  Continue Reading →

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[GUEST POST] Do You Have a Digital Devil’s Advocate? You need one.

By Phil Hassey, CEO CapioIT (@PHassey, LinkedIn)Phil Hassey / CEO, capioIT (IIAR guest post)

Digital is truly transformational to an organizational ecosystem when it works, but it is increasingly runs the risk of significant corporate exposure and risk when it fails.  Unfortunately the failure of digital will lead to the reduction in innovation and down we spiral. No-one wins with that environment. Just ask Westfield/SCentre who had to completely alter their strategy for ticketless parking after capioIT identified major security issues in Nov. 2015 (Reference – Westfield may have a “Smarter Way to Park”, but the risk to individual privacy and security is not sma… http://wp.me/p15cZf-dy). Westfield simply was not in the position, or resourced the right individual to identify the unknown unknowns, or unintended consequences of the otherwise positive innovation of ticketless parking. Continue Reading →

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[GUEST POST] The mysterious HfS business model… revealed

By Phil Fersht (@pfersht, LinkedIn) from HfS (@HfSResearch).

SuperHfSMan

So how do you build a business where not a lot of people understand how you make money and many assume you’re a not-for-profit that provides the industry with free research?

The answer is simple: flood the market with a daily dose of insight and have everyone feel part of what you are doing.  Make your information company open, social and collaborative; make everyone feel like they are a “client”, even when they are not. Make people want to spend time reading your stuff and also invite them to weigh in with their views and opinions. Continue Reading →

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[GUEST POST] Successful Analyst Relations Requires Grown Ups

By Peggy O’Neill  (@pegoneillLinkedIn) from Informatica. 

A fellow AR manager called recently to weep on my shoulder. She wanted a sanity check about setting internal expectations on what analyst relations could or could not do as her executives were making demands she considered outlandish. She sought my unvarnished opinion about the requests involved in case they were possible and she needed to step up her game.

I listened in disbelief to what her execs were asking for, probed for more details, and I’m sad to report that at the end of the conversation we concluded it was time for her to leave her company as she was working at an outfit where the culture and expectations were antithetical to a successful analyst relations program. Continue Reading →

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IIAR Webinar: Agile Analyst Relations

Horst Kuchling, Yvonne Kaupp and Simon Jones (from left to right) German IIAR Chapter

Horst Kuchling, Yvonne Kaupp and Simon Jones (from left to right) German IIAR Chapter

One of the biggest misconceptions about Analyst Relations is that you need megabucks or unlimited budgets in order to succeed. Of course, having the financial muscle to engage with analysts will ultimately get you further – and help drive deeper relationships with your Tier One analysts, but you can also do it on a budget. Continue Reading →

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Who’s really shaping the digital future?

Professor Neil Pollock (Linkedin, @neilpollock) looks at the role industry analysts play in creating today’s markets and asks: Who is shaping this dynamic digital world?…

Neil Pollock IIAR

The words digital economy conjure images of young, tech-savvy entrepreneurs breaking molds in a world where technology is disruptive. But could the reality be much more mundane and mercantile? Continue Reading →

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[GUEST POST] The Truth About Freemium Research

By Paul Connolly (@Paul_NH, LinkedIn) from Nelson Hall (@NHInsight).

For over a decade, freemium has been the ubiquitous business model for fledgling internet firms and the developers of smartphone apps. Users sign up for free to enable basic features, and are then drawn into subscribing to various levels of premium functionality. More recently, the freemium model has been the subject of considerable attention in the B2B market research space, with some rather extravagant claims and unsound thinking being used to herald it. Let’s have a closer look. Continue Reading →

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3rd German Chapter Stammtisch in Munich

It’s been a lively dMunich city center, Germanyiscussion. The third German chapter IIAR Stammtisch end of October, in Munich gathered AR professionals and analysts speaking about the strategic role that analyst relations play in companies of different sizes and countries.

In a group of 9 we kicked off the AR discussion with an intro round at 7pm and didn’t stop until we realised it has gotten late. As a topic we had chosen “how is AR for medium-sized companies different to AR for large companies” and while it is clear that smaller companies can learn from the big players, we raised the questions, whether there is anything to learn as well the other way around. Continue Reading →

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