Successfully negotiating your contract with analyst firms to get the best business value from commercial relationships with industry analysis firms is a key activity for many analyst relations (AR) teams.
A follow-on from our first IIAR Discussion Group will review the outcomes document from the first meeting (IIAR members can download it <<here>>) and continue the conversation. As Gartner is the largest of the analyst firms we expect the discussion will no doubt focus here; this will not be to the exclusion of all (or any) of the other analyst companies.
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This new IIAR Best Practices Paper will be resented by Susan Galer (@smgaler, LinkedIn) in an IIAR Webinar moderated by Ludovic Leforestier ( LinkedIn @lludovic), Bearing Point and IIAR Board, this how-to webinar is designed to go beyond textbook best practices, providing step-by- step techniques you can put in place immediately to:
- cut through the noise and determine which analysts really matter to your company
- forge ahead even when you don’t have a business plan from internal stakeholders
- match your organization’s objectives to the analyst’s true scope of influence
- answer hard questions to bridge the gap between expectations and reality
451 Research has been growing rapidly over the past few years, with an analyst team of 120+ and a diversified set of data-driven research services. James Stanton, (@stantonibus, LinkedIn), SVP Marketing will provide an overview of the company. He will be accompanied by William Fellows, VP and Founder of 451, (@wif, LinkedIn) and Penny Jones, (@PennyJones451, LinkedIn), a Senior Analyst focused on European Services who will provide an overview of her coverage area and help answer questions on how best to engage the 451 Analyst team.
You’re an innovative and growing software vendor, I get that. You’ve got a fab new product that’s going drive dramatic benefits for enterprise customers, I get that.You’ve even got a blog to push out great customer stories now and then, I get that too.
But how do you accelerate growth without piling on expensive sales guys? And how do you make it easier for the large corporates to find you and get comfortable placing big orders with you?
ANSWER: You create relationships with the analyst community. And here’s why. Continue Reading →
To kickstart Q3 and the forthcoming events season, the U.K. Chapter of the IIAR has organised an evening of healthy debate, intelligent content and responsible drinking.
Agenda – Wednesday 14th September 2016 – London
- 1800: Welcome drinks
- 1815: Welcome note & update by the IIAR Board
- 1830: Tutorial: Case studies in Effective External AR support, Dominic Pannell /Buzz Method (LinkedIn, @buzzmethod)
- 1900: Panel discussion – Creating AR impact – are agencies an asset or a threat?
Chaired by Ludovic Leforestier /Bearing Point and IIAR Board (@lludovic, LinkedIn) with
- 2000: Analyst firm spotlight with Aditya Kishore / Heavy Reading (an Informa company)
- 2045: Drinking Class on Gin presented by Paulina Michelak, By The Bottle
- 2115: networking sponsored by Tenderlake and By The Bottle – Networking Through Responsible Drinking
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 →
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 →
Peggy O’Neill, Senior Director, Analyst Relations at Informatica, (@pegoneill, LinkedIn) is the IIAR AR Professional of the Year 2016 for North America. In this interview, she discloses a few best AR practices from her own shop.
- What’s been your career path to becoming an AR pro?
I was a former analyst at Gartner and Nielsen/NetRatings and Oracle recruited me to head its analyst relations program in 2001.
Whilst public relations and marketing are mainstream in commercial companies, most analyst relations (AR) professionals are often at pain to describe their role.
AR is a relatively new discipline, tracing its origins in the last 15-20 years when a handful of very large ICT firms institutionalised a function to handle consultants and analysts relation. Nowadays all major technology vendors and services players have established sizeable analyst relations (AR) departments –50 to hundred strong for mega-vendors such as IBM or HP. Its raison d’être is to liaise with industry analysts, providing them a single point of contact and managing the relationship between them and the suppliers. Continue Reading →
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 →
The IIAR German Chapter is planning a networking event in a Munich Beer Garden, AR professionals and analysts alike are invited. One of Munich’s famous beer gardens will provide a great relaxed environment in which to exchange news and experiences of the AR world.
As a key topic for this Stammtisch, we’ve chosen “How Analyst Relations and Sales need to become best friends”. Understanding the changing sourcing patterns in the wake of digitization is key for Analyst Relations Professionals aiming at supporting effectively sales and marketing.
Crisp Research will speak about the changing business models of analyst houses vis-à-vis the digital transformation and the changing sourcing strategies. Continue Reading →
By Vicki Jenkins/ Nelson Hall (LinkedIn, @)
This is the fifth 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 look at promoting your organization’s inclusion in an analyst report.
Often times, before committing to participating in an industry analyst report, subject matter experts will say to their AR colleagues, ‘What happened with the last report we participated in? What did we get out of it?’ In many organizations, it’s not realistic to send the report to the marketing team simply asking them to leverage it, as they have many other commitments and deliverables and might not understand the value of the report and how to make best use of it internally or externally. Continue Reading →
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 →
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.
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.
- 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 →
By Vicki Jenkins/ Nelson Hall (LinkedIn, @)
This is the fourth 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 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 →
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.
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 clients 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.
Hewlett Packard Enterprise is seeking an Industry Analyst Relations Manager for Security Software and Services
The 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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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.