Tag Archives | AR

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.

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.

Previous posts:
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

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[GUEST POST] Analyst value does not equal word count

By Jonathon Gordon / Directing Analyst, Expert Market Insight (LinkedIn, @Jonathon_Gordon)

 

Click to tweet - illustration on post by Jonathon Gordon / EMI on the IIAR blogYesterday I was reading a thread (here) on the IIAR (Institute of Industry Analyst Relations) LinkedIn group regarding Analysts’ adoption/use of social media and it got me to thinking.. It was claimed that the CIO did not see social media as an ‘appropriate source’ of analyst information. Maybe it’s because the analysts themselves have conditioned their customers to think that value=word count? As someone who still writes the occasional piece of copy, I can agree that it is much harder to write short than it is to ramble on. How can you possibly distill the core value of a 25 page whitepaper into a tweet of 140 chars? Some analysts firms regularly produce reports in excess of 100-150 pages, where is the value in that? Does the same customer then have to buy consulting hours so the analyst can explain the top 5 points of the report or the key takeaways? Some of you will be screaming, there’s an executive summary, you can read only that! My point is, you can write only that! 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 POST] Analyst Relations Manager / Appian Corporation, Reston, VA, US

Analyst Relations ManagerAppian Corp logo (IIAR website)

Appian is seeking an analytical, technical and research oriented professional with great communication skills to join the marketing organization in the role of Analyst Relations Manager. This person will play a critical, cross-functional role by working with subject matter experts at many different levels of the organization: executives, product strategy, product management, engineering, finance, partner, legal, sales and marketing teams. You will interact with people in Appian to build and nurture strong internal relationships that will be leveraged to engage with leading analyst firms, participate in research evaluations/RFIs, brief analysts about Appian’s product offerings, go-to-market strategies and work with the influencers to elevate Appian’s story.  Continue Reading →

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[GUEST POST] #Visionaries, #Disruptors and Complete Lunatics

By Jonathon Gordon / Directing Analyst, Expert Market Insight (LinkedIn, @Jonathon_Gordon)

 

Recently, I have been taking an interest in the Gartner Magic Quadrant, trying to understand how helpful the model is and what role it plays. I looked at a bunch of these industry super models and one thing in particular caught my eye, or rather something that didn’t appear to be there. That something was a little dot in the far bottom right hand corner of the bottom right hand quadrant, the one Gartner calls ‘Visionaries’.

If you want a quick verification without doing all the hard work, just Google Gartner magic quadrant and take look at the image tag. Low and behold, you should get something like this and the pattern will become clear … 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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[JOB POSTING] Director, Analyst Relations / Microsoft, Redmond, WA, USA

Microsoft logo (IIAR website)

Analysts are recognizing Microsoft for its remarkable transformation. Beyond our tech innovations in cloud, data and AI, they appreciate our customer centricity, new culture and growth mindset. Data and AI are foundational to helping achieve the company’s mission of “empowering every person and organization on the planet to achieve more”. And the company is investing deeply in these areas to build solutions to help customers transform their businesses. As a result, we are expanding our analyst relations team to focus on data and AI.

We believe the core currency of any business is the ability to convert data into AI that drives a competitive advantage. Microsoft’s data products and services, which includes SQL Server, Azure SQL DB, and Azure Cosmos DB, are at the heart of this strategy. Microsoft has been recognized by industry analysts, in multiple reports, as a leader for our execution and vision for data & AI. Customers rely on these analyst reports, and on the guidance provided by industry analysts, to understand how Microsoft can empower their organization to achieve more. Continue Reading →

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[GUEST POST] Why Startups Need Analyst Relations More Than Growth Hacking

By Theo Pristley (@tprstly, LinkedIn), originally posted here on Forbes and republished with his express permission. Co-authored with Ian Gotts (@iangottsLinkedIn), tech advisor, investor, speaker and author.)

 

Industry and IT analyst firms collage (IIAR blog)

Analysts Or PR ?

You’re an innovative and growing startup, I get that. You’ve got a fab new product or service 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? Or employing ninja growth hackers? 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.



Analysts are important



Analysts have the ear of people with the purse strings. When they speak, the C-Suite listens. When a company goes out to tender for a third party product invariably an analyst will be involved in the decision making process, whether directly as a result of a consultation or indirectly through a research paper. They are able to influence not only potential customers, but they also coach and advise your potential acquirer on their product strategy including which vendors to buy.

Being included in an analyst research note is worth more than 100 blog posts, column inches in the FT/ WSJ or exhibiting at the next xyz conference. You need the analysts, whether you like it or not, to survive in both the short-term and thrive in the long term because their word carries weight. If a customer refers to an analyst for a product shortlist and you’ve never engaged with the analyst you can guarantee you’ll never make that list no matter how mind-blowingly awesome your product is.

Analyst Relations (AR) can deliver far greater short term and long term tangible benefits than any PR campaigns. Yet many startups start engaging PR before they even consider AR.

It’s never too early



It takes time to build a relationship with the right analysts that cover your product’s area. Let’s not confuse a relationship with meeting the analyst once or twice and fire-hosing them with your product pitch. You are aiming for a relationship of mutual respect, and that takes time to develop which is why engaging as early as possible is critical for survival for a startup. Done well it can position a vendor ahead of the short list in product selections and gain the attention of the leaders of industry, the media, and the competition. Poor (or no) analyst relations can result in your product being ignored by potential clients and it may limit your penetration in your existing clients

Being spotted by an analyst early on is major kudos for a small company but also for the analyst because they love to be the one who discovered a cool new vendors and write about them. And it’s also their opportunity to help you out and form part of your success. Analysts are no different from anyone else, they love being part of the action and have an ego to fuel. And again, it can’t be stressed enough, if they don’t know you neither will their clients when they ask about the market.

IIAR Blog: Box leader in the Magic Quadrant re-tweeted by Aaron Levie

Even the cool customer Levie knows the value of an analyst

But they are expensive and we don’t have the time!



Certainly, there are costs with engaging with analysts. Most charge an annual fee to be a client and have access to the analysts and research. But don’t think that you can buy your way to the top of a Magic Quadrant or Wave, or into the minds of the analysts. Or that paying for one or two consulting engagements with the analysts will do it. Think relationship, not prostitution.

Often it is the amount of money that vendors perceive they have to spend which stops them building a relationship with the analysts. The issue is most vendors spend too much money in the wrong places. It doesn’t have to be that way.

And apart from the hefty fees they ask you to sign up for there’s also the potential overhead of someone in an Analyst Relations role. Traditionally this is a new, fairly junior hire or it is outsourced to a PR/AR agency. Both of these lead to the wrong relationship being developed with the analysts, but it is a very common mistake.

Analysts need to be briefed on product functionality, but they are far more interested in customer stories. However, meeting or calls with analysts, understanding their needs and providing the information they need in the format that they want can be time consuming. They often feel like they are more difficult to deal with than clients. But they can afford to be as their influence and value is so much greater than even your best client.

What is required is a carefully crafted strategy and deep understanding of what drives analysts and how they operate. It also needs someone who has the ability and gravitas to engage them as peers and forge that professional relationship your company and product deserves. It’s not about booking appointments or groveling for time. It is the role of a senior exec or founder who inevitably has other priorities – company operation, client sales or product strategy.

So how do I make this work?

Few senior executives have engaged with analysts or developed an effective analyst strategy. And with conflicting priorities, they do not have the time or luxury to learn. But companies readily hire a Non-Exec Director to add an external perspective, exercising their ancient Rolodex and to sit on a board. Their brief is often financial or governance and theyoffer pithy advice like “if you sell more and spend less”.

A more cost effective approach is to hire a Non-Exec Director or Advisor who understands Analyst Relations and can help shape the analyst strategy, coach the senior team on the best way to engage with analysts, and act as a sounding board for decisions. They will add more value to the business as your go to market plans are meaningless without the visibility in the market that strong analyst relationships will bring.

For the price of a junior in a PR or AR firm, or hiring an intern growth hacker, you can bag a NED or Advisor who knows how to tango with the analysts.

And that’s when you can hook bigger fish.

 

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[GUEST POST] Moving AR into IR…..

Duncan Chapple / Kea - For the IIAR blogBy Duncan Chapple (@duncanchapple, LinkedIn, blog), Managing Partner at Kea.
Investor 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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IIAR Discussion Group: negotiating with Gartner – is it the new seventies IBM?

IIAR Discussion Group: negotiating with Gartner Aniruddho Mukherjee and Ludovic LeforestierFeeling 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.
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[GUEST POST] What is your product and what does it do? by Adrian Sanabria / Threatcare

Adrian Sanabria / Threatcare, guest post author on the IIAR websiteThis post by Adrian Sanabria / Threatcare (@sawaba, LinkedIn) was first published here on his blog.

 

Lessons I learned trying to make the most of vendor briefings

I’ve always been a sort of ‘cut-to-the-chase’ kind of guy. I’m self-taught when it comes to security and technology. Over the years, I’ve learned how to skim through a book, article or website to extract the important information. Sometimes I’m just trying to figure out how to do something, or I’m looking for an answer to a specific question.

Just tell me what time it is, I don’t need to know how atomic time clock frequency standards work.

Conversely, I also have an appreciation for context and a good story — as long as you eventually get to the point.

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IIAR Roundtable Findings: How similar are the Sourcing Advisor Relations and Analyst Relations roles in the US? . . .

IIAR Sourcing Advisory GroupA 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 →

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Friday tip: make conference calls invite great again

Robot phone IIAR websiteA little tip after being on one too many calls which was needlessly hard to join today.

You’ve all been there: you’re on a mobile phone (because you’re busy wrapping the previous call on your laptop) but the number is buried in the invite body. Then it is a US number, like 0808 800 0082, that doesn’t work for anyone not based in the country. And then you need to memorise a 9 digit passcode. Nine digits, what were they thinking about?

The good news is that there’s a fix. 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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German IIAR Summer Stammtisch 2017: scope of AR, ISG/Experton and Paulaner

One of the most picturesque beer gardens in Munich was the setting for this year’s IIAR German Chapter Summer Event, gathering AR professionals and industry analysts. Our topic of the night was what it takes to make an analyst relations (AR) program mature and strong.

As we discussed, what success looks like actually depends on your business objectives and expectations of the individual companies and stakeholders. We all recognised that “AR” has a very wide scope, since it also covers many complementary disciplines and – depending on your job – may include Market Intelligence, Go-to-Market, PR, Sales Enablement, Strategy, or all of these. Reporting lines also influence the weighting of AR components.  Continue Reading →

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IIAR Munich Beer Garden Event – Join us on July 27 for the next IIAR German chapter Stammtisch!

REGISTRATION NOW OPEN! The IIAR German Chapter invites to the next IIAR Munich Summer Event. This year, we will be settling in to a centrally located beer garden in Munich. We’re looking forwards to a great summer night of networking while enjoying a Maß beer together and exchanging news and insights into the world of AR and analysts, in a relaxed Environment.

Join us for the next IIAR German Chapter Summer Event on

Tuesday, July 27, 2017, from 7pm CET Continue Reading →

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IIAR Webinar: Crisp Research outlines European expansion

This spring, Crisp Research announced the appointment of well-known industry analyst Stefan Ried to head up a new practice area focused on the Internet of Things. For @Crisp_Research, his arrival was a big step – signaling aspirations beyond its core DACH market (Germany, Austria and Switzerland) to grow and cover all of Europe. And for @StefanRied, it was a return to the analyst industry after spending the last two years with a vendor.
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IIAR Discussion Group: Negotiating with Gartner

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.negotiating-with-gartner

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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IIAR Best Practices Webinar: Strategic Analyst Tiering For Digital Business

This new IIAR Best Practices Paper will be resented by Susan Galer (@smgaler, LinkedIn) in an IIAR Webinar moderated by Ludovic LeforestierLinkedIn @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:susan-galer

  • 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

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