A few weeks ago, right before most of us went on our summer holidays we hosted the annual IIAR Summer Networking event at the EY offices in London, a party kindly sponsored by HCL Technologies and EY. As we begin to settle back into daily work routines, we wanted to take a moment to ponder the event, the conversations had, the old relationships that were nurtured and the new ones formed.
During the evening, we welcomed almost 40 industry analysts from firms including Gartner, IDC, Ovum, 451 Research, CCS Insight, Heavy Reading, Navigant Research, Freeform Dynamics, Bloor Research and IHS Markit. We were pleased to see so many AR professionals from companies including EY, Cisco, Criteo, GSMA and Vertiv, as well from agencies including Destrier, BITE, CCgroup and Chameleon. With the World Cup England-Croatia game on and stunning views to admire for the non-football fans in the room, there’s no wonder that the conversations were more effervescent that the prosecco enjoyed by attendees. It was a delightful evening which sparked conversations around AR best practice, analyst priorities, as well as informal topics, testament to the great relationships in the community.
During the evening, the IIAR recognised the AR professionals who go above and beyond in their career and have gained the respect and appreciation of analysts globally. Congratulations again to all winners and runners-up and we hope to continue to work closely with you to promote AR best practice. Continue Reading →
We have the privilege today to interview this year’s IIAR AR Professional 2018 and heading the IIAR AR Team of the Year 2018, Amal Nichols (@nicholsamal, LinkedIn),Director, Global Analyst Relations at Cisco. She must be doing something right!
- What’s been your career path to becoming an AR pro?
Like many in our field, I started out in Public Relations.During college, I worked at a few San Francisco Bay Area-based television stations and later joined a public relations agency focused on the high tech industry. At the time, there were no dedicated AR functions. PR roles actually included managing relationships with both press and analysts. I also spent a year in Paris working on pan-European PR programs with sister agencies in the UK and Germany. From there I worked on the corporate side at a small networking company. I then decided to start my own PR consulting firm. That’s when the industry was growing exponentially and there were lots of startups looking for help and many mature companies in need of extra support. It gave me a great deal of flexibility, a nice mix of clients and a wide breadth of experience. Cisco hired me as a consultant and after two years, offered me a full time position. That was 12 years ago! Cisco was one of the first companies I knew of that had a dedicated AR function. It was exciting to see the strategic value that AR brought to a business and the respect the function had within Cisco. Continue Reading →
In the midst of the nation being gripped by World Cup fever, the IIAR Summer Party happened to fall on a historic semi-final appearance by England. But that iconic World Cup Trophy was, of course, very far from being the most important accolade contested tonight.
That’s right – tonight was also the announcement of the IIAR’s much-coveted Analyst Relations Professional of the Year 2018.
The IIAR’s recognition of the capabilities of the analyst relations community is an important moment in our industry – not just because we can celebrate the great work of our friends and peers – but also because it’s an opportunity to gain feedback from analyst themselves. And indeed responses from analysts at over 60 firms are at the core of this methodology and the ensuring awards. They rated over 400 professionals, 85 agencies, 9 megavendors, and gave the IIAR a comprehensive set of insights on best practices.
Thanks to the analysts
We asked the analysts to be thorough in their critique. And as AR pros, having committed hours to the completion of numerous research responses, who wouldn’t want the chance to pose some questions back in the other direction?! Fortunately the analyst community were very generous with their time and the depth of feedback. Our profuse thanks to everyone who participated and took time from the barrage of vendor briefings and research obligations to commit to the process.The feedback we sought related directly to the IIAR’s model of the 3Rs of Analyst Relations. Put simply, these are the defining three key traits required for the job. While we’re sure everyone reading this is entirely fluent in the 3Rs, they can be summarised as follows:
- Responsiveness – analysts expect AR pros to revert back to them in a timely fashion with the information required for their research
- Relationships – analysts have many stakeholders; they rely on someone that’s easy to deal with always goes that extra mile
- Results – can AR pros deliver results for their employers?
Full time scores
And so the moment of truth. The referee’s final whistle has gone, there’s no time for video replays and the crowd is on the pitch. Here’s the final score… Continue Reading →
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 →
We are excited to announce the date of our famous IIAR Summer Party, which will celebrate the achievements of various analyst relations teams and professionals. The event is kindly sponsored this year by EY and HCL Technologies.
Join us in a great riverside location, for a glamorous night of drinks, canapés, and networking on the London SouthBank, with leading industry analysts and analyst relations peers alike.
Date: 11th July 2018
Time: 1830 – 2130 BST
Where: London SE1
This event is free for IIAR Members and Industry Analysts.
We have a limited capacity as this event is increasingly popular, yet we want to keep it intimate.
IIAR members should register using the link sent by email and apply their code. Check your spam folder and use the form below if you haven’t got this email.
Analysts can get a priority ticket from IIAR Members or register for the wait list here.
If you are not an IIAR Member but are a bona fide AR professional and would like to attend, you may purchase a ticket or join as a member on the EventBrite page. Tickets may be purchased but are subject to approval by the IIAR.
Invitations with the exact address will be sent after approval of each attendee by the IIAR board.
Register now! We have limited capacity and for security reasons we will only be able to accept guests registered 24h before the events with a personal confirmation.
For any questions, fill in the form below.
Today’s guest post is a long(wish) read by Jon Collins from GigaOm (LinkedIn, @jonno) following our IIAR Webinar on “How not to be an industry analyst?“
If you enjoy this, why not check his “How not to write an autobiography?“
Introduction – a glass of wine…
For a start, a bit of background. I never meant to be an industry analyst, not as such: indeed, having done my time as a programmer, then IT manager and various forms of consultant, I hadn’t a clue what one was. Back in 1998, I was responsible for training and other informational services at a mid-sized consulting firm when a report from a company called “Butler Group” came across my desk. That was my first connection with the world of analysts.
A year or so later, I was looking for something new (a cyclic habit in my career); I was also drinking a rather fine glass or two of red, when I stumbled across an advert from Bloor Research. With my inhibitive defences down, I banged off an email straight away. I barely had time to regret it, as the following Monday I went for an interview… and the rest is an 18-year career.
These were exciting times. At the turn of the millennium the dot-com was still bubbling up: we launched a couple of web sites and face to face forums at the time (IT-Director and IT-Analysis) and set to making the most of the complexity and uncertainty, charging for clarity and simplicity. I remain proud of my 2001 report about the inevitable move towards universal service provision. We call it the cloud these days.
I paraphrase history, but by and large, analyst firms emerged in the mid-1990’s, as attention moved from bespoke ‘turnkey’ solutions and towards custom-built software. From there, they made sure to cover the space like any good ecosystem. So, has anything changed, over the past two decades?
I have worked for a variety of smaller firms and I have done a short stint at a bigger one —IDC. I’ve spent an awful lot of time hanging out with analysts, AR professionals and the firms they represent. I’ve also spent some time not being analyst, working behind the scenes to help some of the largest vendors tell their stories. And this, to an extent, is mine.
I don’t know if you are familiar with the C.S.Lewis classic, The Screwtape Letters — written from an old devil to a little demon? In a similar vein, I thought I’d capture some of the things I might tell my younger self. As they say, getting it wrong is the best form of experience, and it is good to share.
Looking to raise your profile in the AR world? / Want to help shape the IIAR worldwide? / Want to be a part of a globally recognised organisation?
The IIAR is looking for new Board members to stand at this year’s election.
To be an IIAR Board member is a great way of raising your profile in the industry and giving you a little something extra to put on your CV or Resume.
What’s more, if you’ve ever felt you could do things better, or would like to see some changes within the IIAR, then now’s your chance. Take this opportunity to get involved in decision-making and put your great ideas into practice! Continue Reading →
Feeling the pinch in your negotiation with Forrester on your subscription contract?Do you feel comfortable in buying the multiple seats being pushed your way? Is Forrester covering the technology and business areas that are important for you? You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)
Forrester seems to force sell multiple seats, TEIs etc during renewals. Forrester analysts may be amongst the top IIAR Analyst of the Year 2017 but is Forrester seeing an exodus of top talent? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a flip flop in Forrester’s focus on various key topics and verticals. Also the research subscription costs seem to be increasing at 10-20% yoy. They also felt that while Forrester had some great visualisation of data BUT insights were focused on niche topics like Customer Experience, Business Technology, Software and Marketing. Many Wave’s have not been renewed while others are renewed in an irregular cycle.
In past 2 years, Forrester has invested in its Consulting Practice and has been advising many end users on sourcing and business strategy. As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned a lack of transparency with vendor firms on the ways of working between Forrester analysts and Forrester Consulting.
Building on our previous conversations (see links below), the IIAR will host an in-depth discussion with IIAR members, looking at Forrester’s commercial practices and explore potential solutions.
Date: 26th April 2018
Location: Webinar > REGISTER here
London based member can attend in person > pls fill in form below (Holborn).
Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1000 EDT
Held under Chatham House Rule the discussion will be chaired by Aniruddho Mukherjee (@aniruddho, LinkedIn), IIAR UK Co-Lead and Head of AR and Branding, Europe for HCL Technologies) and Ludovic Leforestier (@lludovic, LinkedIn, IIAR co-founder and Director Influencer Relations at Criteo).
Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better, so please don’t forget to REGISTER. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR. So if you work at an analyst firm, we request you save yourself some time, have a beer and chill.
IIAR will act as channel for anonymised and aggregated IIAR Member feedback to Industry Analyst firms. This is to provide an opportunity for Industry Analyst firms to present their responses to ensure balanced view of the topic being discussed and help the industry effectively address the issues raised.
- IIAR Discussion Group: negotiating with IDC – 27th March 2018
- IIAR Discussion Group: Negotiating with Gartner – 15th Feb 2018
- IIAR Discussion – Negotiating with Gartner – 3rd Nov 2016
- IIAR Discussion – Negotiating with Gartner – 22nd Jan 15
- IIAR Discussion – Negotiating your Analyst Firm Contract – 31st Oct 14
Feeling the pinch in your negotiation with IDC on your subscription contract? Do you feel comfortable in buying the various Customer Segment (CS) options being pushed your way? Are you confident that you are getting value from your contracts? You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)
IDC may be amongst the top IIAR Analyst Firm of the Year 2017 but are you getting the best value from your relationship? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a push by IDC for running joint events, buying new CS which themselves are granular subset of the larger IDC CS access. As the analysts manage the P&L, they too seem to want to push buying multiple granular CS. Continue Reading →
This week, Gartner analyst Fabio Di Capua (Twitter / LinkedIn) has bravely volunteered to tackle the IIAR’s legendary 10 questions, renowned worldwide for their incisiveness. Research Director Fabio is based in Munich, Germany.
We are kicking off Q1 of 2018 for the NYC chapter of the IIAR (Institute of Industry Analyst Relations) with our first networking dinner, taking place on Thursday March 29th at 6pm EDT.
The size of the gap between AR and PR is staggering
When we compare Analyst Relations to more general Public Relations roles for Director level/Rank 1 Analyst Relations get paid significantly more, an average of 46% above Public Relations roles in the UK. In the majority of cases Senior Manager/Rank 2 Analyst Relations are also paid more however, the salary gap between them and Public Relations roles is not as large and in the Technology sector average basic salaries are the same. Continue Reading →
- What are your coverage areas?
Officially, European Channels and Alliances, more broadly this really looks at all kinds of go-to-market and partnering relationships from traditional channel (distie, VAR, SI, MSP, ISV, etc) to new routes to market (marketplaces and cloud service brokerages) to non-traditional partners (start-ups, strategy consulting, industry cloud, digital agencies etc). Essentially, I look at routes to market and advise our customers on the optimum route to market in Europe both in the short term and longer term. Continue Reading →
A few inches of snow in the deep midwinter in Munich didn’t stop the 2018 IIAR German chapter kick-off from going ahead, with six intrepid AR professionals getting together to exchange news, views and the occasional snippet of gossip – under Chatham House rules, of course.
Hosted by IIAR Germany chapter leads Yvonne Kaupp (@YveKaupp, LinkedIn) and Simon Jones (@simondestrier, LinkedIn), the networking event was focused on the topic of “how to run an effective inquiry”, with IIAR members and guests (our “prospective members”) sharing best practice and experiences. One point which came through loud and clear is that everyone is nervous about running their first analyst inquiry calls – usually related to having enough questions to ask in a 30-minute call. Continue Reading →
Today we ask our probing questions to the well renowned Andy Butler (LinkedIn) just retired VP Distinguished Analyst at Gartner (Alumnus), who gives us his views on the the industry in 10 questions. Enjoy..
- How long have you been in the IT industry and where did you begin your
I can claim a 45 year unbroken period in the industry. I left school at 18 and immediately started working, as I was not convinced that a university course would be necessary for where I wanted to go. Back then it was still possible to get into a profession without a degree; something that is much harder to achieve these days. I was able to join Nielsen Research, who employed school leavers with decent grades to be fast tracked into professional roles. After a few months working in a research QA function, I found a role as an RPG II programmer on their IBM System 3 Model 10. I then followed a typical “IT apprenticeship” through programming, systems analysis and finally IT management roles that evolved into various software and hardware product marketing positions at HP prior to joining Gartner in 1997. Continue Reading →
Feeling the pinch in your negotiation with Gartner on your subscription contract? Do you feel comfortable in buying the various seats options being pushed your way? Are you confident that you are getting value from your contracts?
You’re not alone -many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant) on Gartner’s hard stance and cowboy attitude during negotiations: it maybe the IIAR Analyst Firm of the Year 2017 but also the hardest to work with.
Continue Reading →
A few years ago, I transitioned from an AR Practitioner to an Analyst & Advisor Practitioner and have met a few others like me. I have also met Analyst Relations professionals who have been thinking about transitioning to Sourcing Advisor Relations (SAR). To discuss the SAR role in more detail, Ed Gyurko (LinkedIn, @edgyurko) and I created the IIAR SAR Workgroup. I hosted a roundtable webinar and this blog is a summation of that webinar.
A new breed of (Sourcing Advisor Relations) SAR is emerging, whose job resembles that of a solutions broker. To succeed, a new skill-set is needed. For analyst relations professionals, the gap is widening and it’s becoming harder simply to move over into Advisor Relations.
As we’ve heard from many sources, the big deal is dead. Buyers have been buying for some time and have become mature, relying less on advisors to assist them with the “big deals”. Continue Reading →