Archive | IIAR News

New IIAR Board member: Welcome Simon Levin

We wanted to let you know that unfortunately Karsten Scherer has decided to step down from the IIAR Board because of unforeseen personal and work commitments.   We’re sorry that he’s leaving us and would like to thank him for his contribution.  We hope that he’ll able to support the growth and development of the IIAR in other ways in the coming months.

We have asked Simon Levin to take over the vacant board position for the remaining six months of this Board’s tenure effective immediately. Simon was the candidate who received the next highest number of votes in last year’s election.

We’re delighted that Simon’s joining the Board (he’s already proved an invaluable contributor to the UK Chapter) and are looking forward to working with him. If you want to find out more about Simon you can connect with him via LinkedIn or twitter or read more via his blog.

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Improvements Are In the Works!

One of the IIAR Board’s goals for 2012 and beyond has been to improve both the depth and frequency of its engagement with IIAR members and the AR community at large. The new Board of Directors has been planning for this, and we’re now moving into “execution mode” to put those plans into action.

We’ll be adding some new upgrades and capabilities to the IIAR web presence, which you should find useful.  To begin to make these operational, we’ll be taking the IIAR web site off-line this coming weekend, from Friday afternoon March 30 through Sunday night April 1.  Don’t panic — everything should be back up and running seamlessly by Monday morning, April 2 if not before.

Stay tuned and watch this space for some exciting news from the IIAR about our new capabilities!

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IIAR Exam version 2.0 Launched Today

We are pleased to announce that work has been completed on the IIAR Certified Professional Exam and version 2.0 is now available online.

All current Board members and Secretary have completed the test successfully and are proud members of the IIAR Certified Professional LinkedIn club. We thought it was important to practice what we preached and so having sat the original test, the Board got together to look at questions which needed clarifying, updating or taking out altogether. Criticisms of the old test had included complicated wording, confusion over double negatives and some of the multiple choice options. We’ve gone through each question with a fine tooth-comb and are now happy that the test offers straight forward questions, with questions relating to today’s challenges and demands of the AR professional.

There are a few less questions, now 117 in total rather than 120 but the time limit of 90 minutes remains the same, which should give candidates plenty of time to double-check answers where necessary. It is an open-book exam and can be taken at any time but it must be taken in one sitting.

Candidates who would like to take the test should email the IIAR Secretary who will send through unique login details and password so you can access the test. Continue Reading →

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New IIAR Secretary Appointed

The IIAR (@iiar) is pleased to announce the appointment of Henrietta Lacey-Gutsell as the new IIAR Secretary.

After a year’s service Jane Courtenay is stepping down from the role to enjoy retirement. With a background in both the analyst and analyst relations communities Henrietta is ideally suited for the role. She brings with her seven years’ experience focused on the technology market. IIAR. Continue Reading →

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July IIAR London Forum Features IDC Speaker

Our next IIAR London Forum is set for Tuesday, July 27th.  We are delighted to welcome guest analyst Martin Canning, Vice President  of IDC EMEA who will provide an update on strategy, research agendas, and how to best work with IDC. The Forum kicks off at 3:45 p.m. with a limited number of guest places  available for those who have not previously been to an IIAR event.

Members can register with the IIAR secretary jcourtenay (at) analystrelations . (org) and email questions to lleforestier at the same email domain.

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Inaugural Meeting of the IIAR’s Relations NYC Chapter

AR professionals in the New York City area are welcome to attend the IIAR’s first NYC chapter first meeting on Wednesday, June 2nd. FD, the strategic communications consultancy, have kindly offered to host a breakfast meeting with Jonathan Yarmis, Senior Research Fellow at Ovum and a leading voice in the technology industry for over 30 years.

After a networking session from 8:30am to 9:00am, Jonathan will speak about current trends in the analyst community and offer tips for effective analyst relations. During the breakfast discussion, he will facilitate an interactive conversation for new and prospective IIAR members drawing upon his extensive experience in industry analysis, end-user computing and public and analyst relations. Afterwards, there will be a discussion about next steps for the chapter as well as additional time for networking.

To RSVP for this event or get additional details please email the IIAR’s secretary Jane.Courtenay (at) analystrelations (dot) org

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IIAR News: New Secretary Announcement

The IIAR board is very pleased to announce that Jane Courtenay is now on board as the new secretary for the institute.

Jane, a former IIAR member, comes to us after a brief retirement from Cisco’s European analyst relations group. Previously Jane worked for Cisco US analyst relations in California. She has more than 25 years experience in marketing and analyst relations with Apple Computer, SCO, Varian, and trade associations – Infrared Data Association, and Video Electronics Standards Association.

Jane replaces Hannah KirkmanIIAR, we thank her for all those achievements and wish her the best of luck with her consultancy business.

The IIAR Board

Jonny Bentwood, Ed Gyurko, Ludovic Leforestier, Peggy O’Neill and David Taylor.

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IIAR launches new India chapter

Aarti PatilCoinciding with NASSCOM 2010, the IIAR is expanding its global presence with the launch of its India Chapter. This is in line with the association’s mission to raise awareness of analyst relations best practices and to develop the global community amongst AR  professionals.

Mumbai-based AR professional Aarti Patil, who’s the AR practice head at Syntel Inc, will lead the effort.

While at the event, February 9 to 11th, Aarti is interested in meeting up with fellow AR managers to get input on what would make the chapter successful. The best way to reach Aarti is via her email – Apatil (at) analystrelations dot org.

Stay tuned for the launch of other local IIAR chapters around the world in 2010!

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New IIAR Best Practices Paper on AR Measurement

With AR budgets ever under pressure and AR as a discipline moving increasingly towards a shared-risk/rewards engagement model with the analysts, what should AR measurement look like? Is there still a place for measuring pure operational activity or should the AR community be looking more towards demonstrating its strategic contribution to the business, and measuring real impact on the sales cycle?

This new IIAR Best Practices paper by Ellie Warner (LinkedIn@elliewarner) provides plenty of vendor and service provider examples, tips and food for thought for AR professionals wanting to build or improve their AR measurement programs. Available to IIAR members to download free-of-charge from the IIAR website at www.analystrelations.org it can be viewed and downloaded by going to Library -> Best Practice White Papers and Teleconferences -> White Papers.

The link for IIAR members is http://is.gd/hMXng.

Should we be asking the analyst community, or is it up to us to define our picture of success? Operational or outcome-based: what does your AR measurement program look like? What best practices would you like to share with your peers?

Must reads for IIAR Members

 

Other posts from CC Group

 

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New IIAR Best Practices paper about escalating research disagreements available

The latest IIAR Best Practices paper is out – “Best Practices for Escalating Research Disagreements” reviews techniques and tips for avoiding and escalating disagreements over research. It includes interviews with AR practitioners and briefly outlines the escalation processes for Gartner, Forrester, IDC and Ovum.

The paper is available to IIAR members to download free-of-charge from the IIAR website at www.analystrelations.org. To view and download, go to Library -> IIAR Best Practice Library -> Dealing with Analyst Issues (here).

What are your views on escalating research? Do most AR managers have experience in this area? Or is it something you learn on the job, trial by fire?

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IIAR seeks new Secretary

In March 2010 the current IIAR Secretary, Hannah Kirkman, will be leaving and we are looking for someone to take over the role.

As Secretary, you’ll be responsible for the day-to-day running of the IIAR, including looking after members, organising events, maintaining the website and supporting the board with key initiatives such as development of AR certification, and best practice white papers.

The position is part-time, hours to suit (currently between 1 to 1.5 days per week).

You’ll need to be a self-starter, with a background in analyst relations, and ideally based in the UK or able to travel there on a regular basis. If you’re passionate about AR, this is your opportunity to help shape the future of the IIAR and drive our profession forward.

Interested? For more details, please contact hkirkman (at) analystrelations (dot) org.

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IIAR Launches Certification for Analyst Relations Managers

Have you ever been embarrassed by a fellow AR manager? Some clueless person who purports to represent our profession and has not the slightest idea about the difference between an inquiry and a briefing? Or thinks the more you pay an analyst, the better the coverage will be?

Not much you can do about it, as anyone can hang out a shingle and call themselves an analyst relations manager. But at least those of us who take our profession seriously can push for high standards and look for ways to separate the amateurs from the pros.

The basic certification test that IIAR is launching today (read the official press release) will hopefully enjoy widespread adoption and become a way for hiring managers to differentiate between the poseurs and the pros. The IIAR is also looking at advanced certification requirements and will roll that out at a later date.

It’s the first time we are trying to answer the question, “What are the basics that an AR manager should know?”  The exam covers topics such as citation policies, market share methodology, analyst etiquette, and event best practices. Regional knowledge, business model basics, and pricing and licensing fundamentals are also in there.

Not sure if you’re ready? Sample questions and a quiz are available here.

Candidates interested in taking the exam should make arrangements by contacting me directly at [email protected] as passwords are distributed individually.

What do you think? Is certification helpful in promoting higher standards in our profession? Should it be mandatory instead of voluntary?

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The IIAR annnounces its new Board

London, 24/09/09 – The IIAR is delighted to announce that its new Board for 2009/10 has been elected as follows:

Thank you to David Rossiter and Sally Elliott for their contribution to the last board, as well as to Hannah Kirkman, our secretary.

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Ray Wang named IIAR Analyst of the Year 2009

London, 25 August 2009: The Institute of Industry Analyst Relations (IIAR) today named Ray Wang, most recently Vice President, Principal Analyst with Forrester Research Inc., as its Analyst of the Year for the second year running. Ray was nominated by a global survey of 137 analyst relations professionals. Runners up for the title were Jon Collins of Freeform Dynamics and David Mitchell of Ovum. Jon Collins of Freeform Dynamics was voted the EMEA Analyst of the Year. Perhaps unsurprisingly, given an industry-wide retrenchment in IT research spending, the traditional global analyst firms performed very strongly this year. Gartner, Forrester Research and IDC were ranked first, second and third respectively in the Analyst Firm of the Year category. The three firms were also highly rated in terms of their importance, achieving top three places in five of the nine industry segments. Nevertheless, boutique firms and specialists, particularly those based in Europe, also managed to hold their own in a tough economic environment. Freeform Dynamics, RedMonk and Quocirca all appeared in the top five Analyst Firm of the Year in EMEA, and their analysts scored highly in terms of importance in SMB, developer/IT Pro and Software, and green IT/sustainability, respectively. What do AR professionals most value when working with analysts? In addition to knowledge and market insight, flexibility in approach, responsiveness and willingness to listen all scored highly. “At a time when vendors are having to evaluate carefully where they should invest their limited funds, it is refreshing to see best-of-class analysts receiving recognition for the value they deliver.” said Jonny Bentwood, Board Member for the IIAR. “Now, more than ever before, analysts have to prove their tangible worth and those that provide independence, integrity, flexibility and deep industry knowledge of their specific areas are being recognised as true partners for vendors and IT buyers.”

Commenting on his award, Ray Wang said: “It’s a great honour to be recognised by the IIAR, especially in a year where clients challenge analysts to provide more actionable and personalised advice. As we rely more on social media tools to improve client delivery and outreach, I’m often reminded not to forget the other part of the equation – building strong relationships. In fact, the best AR pro’s I work with master the art of fostering strong relationships and understand that art often trumps science when dealing with people.”

A full list of the winners can be found at http://blog.analystrelations.org.

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IIAR Analyst of the Year 2009 (Part 2)

IIAR Analyst of the Year logo

Honesty, integrity, knowledge, curiosity, insight, passion, respect and influence

These characteristics were repeatedly highlighted when AR Pro’s were asked to identify the analyst house and individual who they wanted to recognise as being the best in the industry. This second post in the “analyst of the year” series aims to highlight individuals and firms who are seen as the best in the industry regardless of their speciality sector. See here for the first post.

At a time when vendors are having to evaluate carefully where they should invest their limited funds, it is refreshing to see best-of-class analysts receiving recognition for the value they deliver. Now, more than ever before, analysts have to prove their tangible worth and those that provide independence, integrity, flexibility and deep industry knowledge of their specific areas are being recognised as true partners for vendors and IT buyers.

Without further ado, here are the results:

 

Global Analyst of the Year

1st Ray Wang, Forrester
2nd Jon Collins, Freeform Dynamics
3rd David Mitchell, Ovum
4th James Governor, RedMonk
5th Steve Blood, Gartner

This is an incredible coup for Ray having been named the analyst of the year in 2008. Some people have argued whether his influence will diminish now that he has left Forrester but in my opinion, when we get to the cream of the analysts, companies seeking to work with analyst houses tend to invest in the individual rather than the firm they work for. Ray has of course now left Forrester and joined Charlene Li as a Partner at Altimeter Group looking at bridging today’s world of enterprise apps with the E2.0 world of connected business platforms. Commenting on this award, he explained:

It’s a great honor to be recognized by the IIAR, especially in a year where clients challenge analysts to provide more actionable and personalized advice.   As we rely more on social media tools to improve client delivery and outreach, I’m often reminded not to forget the other part of the equation – building strong relationships.  In fact the best AR pro’s I work with master the art of fostering strong relationships and understand that art often trumps science when dealing with people.

I mentioned this last point in the previous post but believe it is worth reiterating as to why so many European analysts tend to feature so well. At first analysis, I was immediately concerned over the relatively high number of awards that have gone to EMEA-based analysts and firms thinking that this was due to the physical location of the voters.

However, 72% of all respondents were based in the US or Canada.

My personal view is that whereas a great deal of syndicated research tends to get created and published from the US, the European analysts have to rely on their revenue stream coming from their local market knowledge, deep messaging insights and customer focus. To put it bluntly, they need to prove value otherwise they will be out of a job. This point may well be the most contentious and I am happy to discuss this point further.

 

Global Analyst House of the Year

1st Gartner
2nd Forrester
3rd IDC
4th Ovum
5th AMR

 

This year has seen the larger, global firms dominate the awards when it comes to sector importance. It is of little surprise therefore that when it came to picking an individual firm who represented the highest value, Gartner came top. Their success should not be underestimated. In a time when many firms are cutting back on their analyst expenditure, the fact that the Gartner remains so highly recommended (even though they are far from cheap) is tantamount to the calibre of people they have working for them as well as their relevance and influence they bring to the table. Peter Sondergaard, SVP & Global Head of Research, Gartner was delighted at Gartner’s recognition and explained:

We really value this feedback from the analyst relations community as we are fully committed to constantly improving the quality of our products and the service we provide to all our clients worldwide.

I am especially pleased to see that Ovum and AMR can be recognised after they both missed winning ‘importance’ awards by sector by coming in fourth place. As an aside, and similar the UK premier league, it is always refreshing and healthy for there to be a highly competitive market where the larger firms cannot rest on their laurels and must continue to innovate or be overtaken by the competition.

 

 

EMEA Analyst of the Year

1st Jon Collins, Freeform Dynamics
2nd David Mitchell, Ovum
3rd James Governor, RedMonk
4th Steve Blood, Gartner
5th Neil Rickard, Gartner

It has been a great year in Europe for boutiques. These firms, more than any, have had to challenge traditional analyst business models and the boundaries in which they operate such that the art of defining what an analyst is and does has had to change. Nevertheless, a few firms with considerably fewer analysts have seen their share of voice rise disproportionately – within the market they are recognised by AR Pros as being able to contribute a level of service that is exemplary. Jon Collins, who has recently taken over the role as MD at Freeform Dynamics explained upon receiving his award:

I’m delighted to be called out, I see this as a vote of confidence not just for me but the whole Freeform Dynamics team, not to mention its collaborative philosophy and approach, which keeps us all grounded in the real world of mainstream IT usage and makes this job such a pleasure to do.

 

EMEA Analyst House of the Year

1st Gartner
2nd Freeform Dynamics
3rd Forrester
4th RedMonk
5th Quocirca

Gartner once again steal the show. With a solid presence of industry experts, they are recognised as being the best in the region. However, a significant number of ‘boutiques’ also make the top 5 – edging out likely candidates such as IDC and Ovum. In the previous post I explained that it is of little surprise that firms are cutting back and focusing on the analyst houses that have the greatest global reach. However, it is somewhat refreshing that other houses have managed to carve out their own niches – notably: Verdantix and Quocirca in the green IT space and RedMonk and MWD in the developer/ IT Pro sector. It is in these smaller, areas where ‘boutique’ firms have managed to push their own USP and become sector leaders.

 

Comparing important analysts and ‘analyst of the year’

it’s quite an interesting dichotomy between the analysts who were voted as most important by their coverage areas (as it highlights perceived expertise) compared to the analyst of the year overall ranking. The characteristics that stand-out amongst this crowd are difficult to combine but necessary to be a good analyst:

  • Social/Relationship (ease to deal with)
  • Domain Expertise
  • Influence/Presentation skills

 

Final thoughts

My congratulations go to all the firms and individuals who have been recognised with awards. The third and final post to be published in a couple of weeks will look at which firms provide the greatest offering for bespoke research, consulting/inquiry and reports. It will also identify which firms have increased in relevance the most over the past year and the key reasons why people tend to work with analysts in the first place.

As I complete this second post, a statement that Vinnie Mirchandani made to me when I was discussing the definition of an industry analyst sticks to my mind:

“analysts” are just a small subset of a 1000 points of influence

Regardless of the debate regarding ‘who is an analyst?’ – a clear point remains. We work in a time where those that can influence buying decisions are in high demand. If analysts wish to remain a significant player within this, they must continue to offer the level of service and value that the firms and individuals who have been recognised by the IIAR in these awards provide.

 

Methodology

1) Entrants:

This survey was open to anyone who works in analyst relations in any country, either in-house or at an agency/consultancy. In order for someone’s entry to be validated, they had to submit their email address and company name to verify they not an impostor trying to distort the results. This personal information will not be distributed or used beyond sending copies of the results to all participant. The survey was open for specific period of time and IP addresses were taken to ensure that someone could not vote twice. A total of 137 AR Pros completed this survey.

2) Questions:

The survey specifically focused on an individual’s perception of the analyst world. A full list of every analyst house was made available for respondents to select their preference.

3) Segmentation:

Respondents were asked to specify their submissions based upon geography and segment. Based upon these criteria further analysis could be made of the results to identify specific regional or segment champions.

If you have any questions or comments about this survey please contact me (@jonnybentwood)

 

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