Archive | Guest posts – AR pros

Guest posts by analyst relations professionals

[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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[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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Effective Measurement: ARe we there yet?

IIAR laptop and post itsEffective measurement has become a bit of a challenge for AR practitioners, as stakeholders are demanding more tangible, immediate results that can easily be linked to business outcomes. With smaller teams and tighter budgets, AR professionals are under immense pressure to justify investment and prove overall value.

As such, the IIAR’s recent webinar on measurement and amplification, led by Oracle’s Gerry Van Zandt (LinkedIn@gerryvz), couldn’t have come at a better time. I’ve included below my key takeaways from the webcast as well as Gerry’s advice for anyone looking for help or inspiration around efficient AR measurement.

A major hurdle that I keep seeing, especially in organisations that don’t yet have mature AR programmes, is the inability to set AR-relevant objectives. Too many organisations still try and measure AR in the same way as PR and get massively frustrated by the meatier up-front investment and absence of immediate results. Continue Reading →

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[GUEST POST] How to lose an industry analyst in 10 days (and ways)

Julia Pope / CC Group on the IIAR websiteA few months ago, I joined IIAR’s webinar focused on the IIAR Analyst Relations Professional and Team of the Year 2017. Every year, the IIAR awards analyst relations (AR) professionals and teams based on the results of an annual survey shared with the global industry analyst community. The survey gathers the analysts’ collective insight on AR professionals and their performance, and then the IIAR contrasts it with results from the previous year, based on level of responsiveness, relationship and results (also known as the IIAR’s Three R’s of AR). Continue Reading →

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[GUEST POST] Why AR Managers Should Fret About Quote Policies by Peggy O’Neill

Peggy O'Neill, Senior Director Analyst Relations @ InformaticaI’m the most hated person at my company today.

 

Informatica is holding its customer conference in a few weeks and we’re running around like chickens with our heads cut off to prepare for it. I just blasted out the most obnoxious email to colleagues who are preparing speeches for Informatica World, forcefully reminding them that any references to analyst research requires permission. I got a lot of eye rolling in response, but luckily no serious push back. Continue Reading →

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[GUEST POST] Moving AR into IR…..

Duncan Chapple / Kea - For the IIAR blogInvestor relations just took over Analyst Relations at Tata Consultancy Services, an IT Services giant. Is IR about to eat AR for lunch? TCS has decided on the reorganisation after a year that included significant leadership changes in the firm’s analyst relations team.
In most tech organizations, AR sits within corporate marketing. This has been a natural home for AR though, as we know, not always appreciated but seen as a necessary function that is needed as part of a wider marketing organization. Most sensible senior executives know how important the analysts are in the overall ecosystem.

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[GUEST POST] Engaging with mobile analysts … now’s the time!

Mobile World Congress logo on IIAR Website - GSMA

The final speaker agenda is being nailed down, and the Global Mobile Awards judges have now announced their shortlist. However, there’s no resting on your laurels when it comes to Mobile World Congress (MWC) Barcelona outreach. Next on the action list is the extremely important task of your analyst outreach strategy.

Industry analysts play a crucial role in the marketing sales cycle and supplier selection.

Findings from CCgroup’s own Catalyst Insights reveal that when it comes to shortlisting vendors for an RFP, B2B tech buyers place analyst due diligence and reports in their top three most valued sources of content. Continue Reading →

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[GUEST POST] IIAR Webinar: ‘Tis the season for Gartner Methodologies

Gartner IIAR logosOn September 7th, the CCgroup AR team joined IIAR’s latest webinar on Gartner methodologies with by David Black (LinkedIn), MVP Methodologies & Content Engagement at Gartner and moderated by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board.

David spoke about the firm’s research methodology behind reports such as Magic Quadrants and Critical Capabilities.

The AR community has always been tuned in to Gartner’s research calendars, with “Every season is Magic Quadrant season” being the mantra shared by many. As such, many AR professionals were keen to learn more from David. Continue Reading →

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[GUEST POST] IDC EMEA provide the IIAR with their current State of the Union: What’s changing for this year and next?

By Suzannah Archibald (LinkedIn, @suzannah_a), Head of Analyst Relations at CCgroup.

IDC is usually one of the better analyst houses I encounter. They usually show tight co-ordination amongst their end-user practices, and reach out and access their client and subscriber database across over 10,000 IT decision-maker professionals (and counting). So, in mid-2017, what’s changed at IDC? And how are they handling organisational change since their change of ownership, earlier this year? These were just some of the questions posed by Industry Analyst Relations professionals at a recent IIAR webinar and networking session with…

Dan Timberlake (UK&I MD, VP Sales, EMEA), Tom Meyer (GVP Research EMEA, @tomtxt), and Mathew Heath (EMEA Marketing Director, himself the brains behind the always-entertaining @IDC_EMEA account).
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[GUEST POST] Three ‘Must-have’ Anchor Points for Your Analyst Relations Program

Rishi GhaiBy Rishi Ghai (LinkedIn@rishi_ghai) Head – Analyst Relations, Corporate Communications, and Digital Marketing / Cyient

Launching an industry analyst relations (AR) program takes elaborate research and planning. Unlike simpler functions that a technology or service provider can delegate or outsource with minimal involvement, AR requires the continuous participation of stakeholders from a broad cross-section of the business––from corporate strategy to business-unit marketing, through to delivery and finance. Simplifying the creation of a new AR program requires defining its anchor points––the guiding forces necessary to give a direction to it and keep it on track.

Let’s take a look at three essential anchor points, which can serve as the compass of your organization’s AR program: Continue Reading →

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[GUEST POST] Analyst Relations Best Practices: Seven Tips to Make Your Company a Star at Industry Analyst Events

By Caroline Dennington / Dennington AR (@CDenningtonLinkedIn).

Summer is upon us and though that means wet weather for Caroline Dennington in the UK and heatwaves and wildfires for Caroline’s writing partner Phil Nash, analyst relations (AR) professionals around the globe are getting ready for another busy event season with the industry influencers.

InfoSec and Forrester Forum have already taken place in London and once again, Gartner Security & Risk Management Summit in Washington, exceeded all expectations attracting a huge delegate audience and of course, hundreds of analysts!

With Symposium, IDC Directions, Catalyst, BlabkHat and numerous other major events such as Sibos and ACAMS on the calendar, how can AR Managers ensure they secure relevant analyst time at these events and importantly, engage their executives and sales personnel in meaningful conversations? Continue Reading →

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[GUEST POST] Managing RFIs: 8 Best Practices for Analyst Relations Professionals

By Rishi Ghai (LinkedIn@rishi_ghai) Analyst Relations, Corporate Communications, and Digital Marketing / Cyient. 

Receiving a request for information (RFI) from an analyst firm often triggers two reactions among analyst relations (AR) professionals––first, the thrill and gratification of having the business on the radar of a relevant analyst; and second, the anxiety of responding to the RFI with comprehensive and accurate information.

Analyst-firm RFIs are complex beasts. Managed well, they can be a technology/service provider’s (TSPs) gateway to the much-coveted “star” ratings, rankings, and mentions in analyst firms’ research. On the contrary, poorly managed RFIs can end up misinforming analysts, leading them to build an inaccurate analysis of your company.

Responding to RFIs takes a lot of diligence, but the process can be simplified and made more manageable. Here are eight things you can do to ace RFIs and minimise the overwhelm. Continue Reading →

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[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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[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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[GUEST POST] Five timeless questions about analyst relations

Over the last 12 years, my colleagues and I have run dozens of webinars and telephone conferences to address the most frequently asked questions of analyst relations managers. This week I’ve been running the numbers, looking to see which topics got the most attention. Several of these topics were used more for than one event and, indeed, looking back even to 2003 I can see that some of the topics are timeless. Five thoughts come to mind. Continue Reading →

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[GUEST POST] Building credibility to boost sales with IT Analyst Relations

By Sven Litke (@SvenLitke, LinkedIn), Kea Company, first published on Influencer Relations and Marketing.
Many thanks for allowing the IIAR to re-publish.

When talking to IT vendors eager to grow their business I usually come across a number of common challenges they face. One of the biggest issues which lies outside the companies (as opposed to e. g. finance requirements to fund the growth or adding enough skilled people to their workforce) is that once they are moving out of their comfort zone they are facing prospects that are much more skeptical than those in their home markets. Continue Reading →

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[GUEST POST] Gartner Updates: Notes from the AR regional briefing in the UK

By Henrietta Lacey-Gutsell / CGI (@henriettalacey, LinkedIn)

Gartner has its ‘listening hat’ on at the UK AR Regional BriefingNew methodologies introduced by Gartner

Gartner recently opened its doors to AR professionals with a day of presentations and interactive workshops targeted at the influencer relations community. The idea was to build on the AR forums given at the Gartner Symposium conferences and spend more time on topics that we, as AR professionals, have said we wanted to know more about.

Overall, it was an excellent event with a good balance of presentations and interactive discussions. The first panel slot was rather over staged and an over-run at the start of the day left little time for what must have been one of the most useful sessions of the day by David Black on Gartner reports and methodologies (“Gartner Update: Magic Quadrant Contextualization and Critical Capabilities”). See below for a summary of the updates. Continue Reading →

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[GUEST POST] Can you build a meaningful relationship with analysts, even if you don’t pay them?

By Eria Odhuba (@eodhuba, LinkedIn), resident analyst relations lead at The Comms Crowd 

“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.

Admittedly some are harder to engage than others if you do not have a subscription, but is that true of all Analyst Houses or is there a middle ground?

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[GUEST POST] This Thursday, learn what the new Ovum is up to: webinar with CEO Steve Hotham

By David Rossiter (LinkedIn@davidrossiter) from Sunesis,

The new CEO at OvumSteve Hotham, is hosting a webinar on Thursday this week (May 22nd 2014) at 1600 UK time.

It’s open to all AR professionals and users of the current Ovum and Informa Telecoms & Media (ITM) research services.

According to Claire Booty, PR manager for Ovum, Steve will use the webinar to explain the rationale behind the merger of Ovum and ITM, highlight its new products, research agenda, and introduce key staff appointments.

If you want to attend, just email Claire with the names, job roles and contact details of those who wish to attend. She’ll send you all the details.

 

 

About the author

David Rossiter (LinkedIn@davidrossiter) runs Sunesis, a specialist AR agency, and writes the Analyst Insight blog.  He is a former board member of the IIAR and is now co-chair of the UK chapter.

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