Tag Archives | analyst relations

Gartner Symposium / ITxpo 2018: key takeaways for AR professionals

Gartner Symposium Barcelona 2018 - keynoteThis year’s keynote theme: the Continuous Next Strategy

Gartner Symposium, Gartner’s flagship event in Europe, attracted more than 8,000 visitors this year, and met or exceeded expectations, at least mine. The analysts were brilliant, inspiring speakers on stage and great advisors in the one2one meetings.

This was the first time in Europe that Mike Harris delivered the keynote, having taken over from Peter Sondergaard in the summer. It was a hard act to follow: Many attendees knew Sondergaard as an exceptionally gifted and inspiring speaker. Harris was different, of course. His presentation was strong and dynamic – and he came across as being very present, open and humble.

Harris outlined Gartner’s “Continuous Next” concept, referring to how the pace of innovation is accelerating and disrupting business models, and outlining the need for organizations to adapt to be successful. CIOs must adopt the role of business innovator and enabler, he said, and must interact with C-suite leaders to secure the foundation of digital business. In the era of Continuous Next, the CIO assumes responsibility for digital products and therefore controls not only technology and operations, but should also drive cultural change for the benefit of digital or business transformation. CIOs must also consider digital ethics before adopting new technologies.

Harris also noted that traditional enterprise roles, including HR, Sales, Marketing, Finance, Legal, Supply Chain will change as they all become digital. Continue Reading →

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IIAR Discussion Group: negotiating with Gartner

Gartner IIAR logosTime to renew your Gartner subscription?

Our members have indicated a few interesting plays by the industry analysis market leader, almost two years after its takeover of CEB. including a continued drive to multi-year contracts and aggressive drive to sell their $150k executives offerings, effectively mirroring the EXP strategy for vendors. Those offerings causing much confusion with users in vendor organisations are Gartner for General Managers, Gartner for Sales Leaders, Gartner for Marketing Leaders, etc.

Following our latest discussion group on the subject, the IIAR is conducting a discussion group for members to exchange the issues they face when being sold bundled products. This will enable members to discuss ways to get the best value without disclosing individual price. IIAR will then present these findings to Gartner for their feedback and help Gartner sales teams improve client satisfaction. Continue Reading →

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[GUEST POST] How Analyst Relations Impacts Strategy 

Analyst relations seems straightforward enough – as a tech vendor, you relate key milestones and elements of strategy to those industry analysts who you think will have the greatest reach to your target market. Right? In my opinion though, the best analyst relations professionals also flip that model. With just as much vigour and interest, they ensure that the leaders in the company are not only aware of overall market trends and emerging technologies that could impact short term AND long term revenues, but they also consider how best to respond to market indicators. How do you do THAT? It’s like inserting yourself into the C-Suite, or as part of the Office of the CEO or Strategy team. How do you get senior executive leaders to listen? And more importantly, to take action based on the market trends you bring them? Continue Reading →

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[JOB POST] Senior Account Supervisor, Analyst Relations, Edelman / Seattle or Portland, US

Edelman has an opening, in the Seattle or Portland office, for a seasoned Analyst Relations (AR) practitioner within the PNW technology practice. We are seeking a Senior Account Supervisor to join our growing team of talented and collaborative communications professionals who provide a diverse client base with expert counsel in analyst relations, communications & event planning, content development, and media and influencer engagement.

 

The Senior Account Supervisor role will have a deep understanding of the AR landscape and the ability to leverage AR strategies to support PR and digital team counterparts. As a Senior Account Supervisor on the AR team, you will also have the opportunity to help drive new business and marketing efforts, as well as lend support to team across practice areas, which makes interest and comfort in driving PR programs as well as AR efforts highly desired.

 

RESPONSIBILITIES:

  • Build and execute strategic AR programs to increase analyst awareness of client strategy, product portfolio and executive team
  • Drive coordination with stakeholders and PR/social team members for integrated execution of client initiatives
  • Help lead new business initiatives for the AR team, uncovering prospects and managing the RPF process
  • As needed, help lead and drive PR programs for clients as our PNW technology practice continues its rapid growth path
  • Oversee financial and operational performance of multiple accounts simultaneously, ensuring quality work, deadline and budget adherence, and that plan creation and execution map to goals
  • Counsel clients and troubleshoot client and internal issues, providing strategic counsel in partnership with senior managers (VP, SVP)
  • Work seamlessly with external agency partners (e.g., advertising agency, promotions agency) as part of integrated marketing team
  • Act as local client-facing representative of larger AR team, attending planning meetings, client events and updates as necessary
  • Demonstrate writing excellence when crafting internal and client materials and correspondence
  • Use relationships with analyst influencers and internal business partners to meet client needs
  • Supervise staff in multiple offices by mentoring, motivating, coaching, consistently providing feedback, holding them accountable and conducting their reviews
  • Introduce clients to new capabilities, initiate new business process and display strong presentation skills during client pitches
  • Commit to continuous learning and improvement of leadership skills; set and pursue stretch goals
  • Demonstrate behaviors consistent with Edelman’s values (Quality, Integrity, Respect, Entrepreneurial Spirit, Mutual Benefits) and Code of Ethics and Business Conduct

  

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Why should AR pros call CXP Group?

Hot on the heels of yesterday’s IIAR Webinar with CXP Group (they’ve dropped “le” to my great chagrin), here’s a quick interview summing-up their coverage areas and why analyst relations (AR) professionals should give them a call. With Yannick Carriou (LinkedIn, @YCarriou), Chairman and CEO and Jean-Christophe Bodhuin (LinkedIn, @JCBodhuin), SVP & UK Managing Director, UK Operations from of CXP Group, interviewed by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board.

IIAR webinar: CXP group from iiar on Vimeo.

Thanks to the CXP executive team for dropping in and treating IIAR members!

 

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[GUEST POST] How Analyst & Advisory Relations translates to Business

Christian Holscher (IIAR website)When even hyper-successful companies like AWS invest in dedicated analyst and advisor relations management although they seem to dominate their markets anyway, it suggests they realize much more value in AR than ‘only’ to position high in an industry report. 

Even small innovative businesses seek to engage regularly with the likes of Gartner, Forrester, IDC or with boutique analyst firms, although they may be far from making it ‘onto’ a flagship MQ or Wave or Marketscape report. Why do they prioritise time and money to AR?

Because it pays unique dividends that are harder to achieve otherwise.

This article aims to explain AR results in the context of the business functions that it supports and based on years of hands-on experience. Continue Reading →

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Peter Sondergaard leaves Gartner

Peter Sondergaard at the Gartner IT Symposium (IIAR blog)Several pieces have already been published on the  unceremonious departure of Peter Sondergaard, Gartner EVP of Research (LinkedIn, @petersonderg)already (ZD NetResearch Live, Kea), none adding any facts above and beyond the SEC filing.

We ran a quick poll yesterday and results weren’t conclusive: some will miss Peter who has been one of Gartner’s stars and highest earners over the years, masterminding the Gartner Symposium keynotes and presiding over the research agenda. Others welcome the change.

He is replaced by Mike Harris, formerly head of IT research (GITL). He was himself succeeded by Yvonne Genovese who moved from heading Gartner for Marketing Leaders (GML) where she drove high growth from a small base to a sizeable business.

AR pros should monitor closely research direction, quality and methodologies following this leadership change.

We wish good luck to Mike in his new role and send a heartfelt appreciation to Peter, also wishing him the best for his next steps.

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[INVITATION] Calling all NYC based AR Professionals and Analysts

Wendy Shlensky, IIAR, Spotlight AR and Wipro invite you to the 1st ever IIAR NYC Summer Party. Come along to mingle with your fellow AR practitioners and Industry Analysts. When: Tuesday 21st August 2018. Where: Pier I Cafe, Riverside Park South and 70th Street on the Hudson River, Manhattan

Wendy Shlensky (LinkedIn, @WLS26), IIAR, Spotlight AR and Wipro invite you to the 1st ever IIAR NYC Summer Party. Come along to mingle with your fellow AR practitioners and Industry Analysts.

When: Tuesday 21st August 2018.

Where: Pier I Cafe, Riverside Park South and 70th Street on the Hudson River, Manhattan

 

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[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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[JOB POSTING] Research Lead, Infrastructure, IDC – UK / Germany

Overview

IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For more than 50 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world’s leading technology media, research, and Event Company.

About the position

IDC Europe is looking for a Research Lead to build out its European infrastructure research. The successful candidate will report to the management of IDC European Infrastructure group. The role is located either at our London office or office in Germany: Frankfurt / Munich.

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The IIAR Summer Party celebrating the IIAR AR Professional and Team of 2018

2018 IIAR London Summer Networking EventWe 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. Continue Reading →

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[GUEST POST] How not to be an analyst? By Jon Collins

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?

 

Jon Collins: How not to be an industry analyst (IIAR website)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.

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[GUEST POST] Tips to Ensure a Productive Analyst Briefing

IIAR blog: illustration for post on briefing best practices by Cindy Zhou / ConstellationSince becoming an industry analyst almost two years ago, I’ve sat in on nearly 100 vendor briefings and have some tips and do’s/don’ts to share to help you prepare for your next analyst session. First, know that Constellation is a firm very accessible to technology companies of all sizes and no, you don’t have to be a client to brief us. Based on availability and relevance to my coverage areas, I’m happy to take the call and enjoy helping young start-ups.

Let’s ensure we both get the most out of our limited time together, so here are my tips for you :

Do:

  • Be respectful of the analyst’s time. Our free briefings are 30 minutes, and if I’m able to, I will often extend to 45 mins (at my discretion).
  • A little light research to understand who I am and my coverage areas (Marketing (B2B and B2C), Sales, and Customer Experience. I prepare by visiting your company website and learn about you on LinkedIn before the call, please extend that courtesy.

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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] How to Create a More Compelling Analyst Event

Yawning catI thoroughly enjoyed and could very much relate to Jon Reed’s recent post, How to screw up a vendor analyst day – in 12 simple steps. So much so that I’m inspired to write my own take on how to create a more compelling analyst event that’s more rewarding for all involved.

Vendors spend a lot of time and money on these events. Presumably, they want to deepen their relationships with analysts and influencers, and give them the insights they need to offer constructive feedback and provide perspectives to the broader market. However, like Jon, I’m constantly amazed at how often they seem to miss these marks–as evidenced by analysts that have tuned out to look at news, email or sports on their laptops or phones. So here are my suggestions for how to create an analyst day that will help you better engage with analysts. Continue Reading →

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IIAR Discussion Group: negotiating with Forrester. Are you getting the best value from your contract?

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)

IIAR negotiating with forrester. aniruddho Mukherjee, ludovic leforestier

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. Continue Reading →

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IIAR Discussion Group: negotiating with IDC. Are you getting the best value from your contract?

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)

IIAR negotiating with IDC with Aniruddho Mukherjee and Ludovic Leforestier

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 →

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[JOB POSTING] Senior Analyst Relations Manager, Business Applications / Microsoft, Redmond, WA, USA

Microsoft logo (IIAR website)

Analysts are recognizing Microsoft for its remarkable transformation and at the same time there is an explosion of digital transformation research. As a result, we are looking for a technologically perceptive individual to craft and execute our analyst engagement strategy for Business Applications. Satya Nadella has identified business applications as one of Microsoft’s five customer-focused solution areas. Satya along with our cloud leaders understand how each business process can and is being digitized. Dynamics 365 and LinkedIn Business Solutions are core to our success. Analysts recognize the business disruption opportunity as well. As a result, many industry experts are crafting research to help customers choose the right strategy, the right technology and the implementation best practices. The ideal candidate will foster the right relationships and a strategic advisor to ensure Microsoft’s presence and positive perceptions in this research.

If you have a passion for driving thought-leadership initiatives and love the art and science of building industry relationships, we’d love to talk with you. You are known as a strategic advisor, and a knowledgeable business partner. You are optimistic, willing to try new approaches, have the desire to learn and the resilience to press on.

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Wrap-up: IIAR Germany 2018 kick-off

IIAR German Chapter meeting at Restaurant Ella, MunichA 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 (@YveKauppLinkedIn) and Simon Jones (@simondestrierLinkedIn), 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 →

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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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