Tag Archives | AR

[GUEST POST] Does Israel have more cool vendors than China?

https://twitter.com/Loom_Systems/status/905444551204233217

Gabby Menachem, the CEO of Israel-founded Loom Systems, holds its Cool Vendor plaque

Can other vendors copy Israeli firms’ exceptional success in earning Gartner, Inc.’s Cool Vendor designation? Maybe not. Their success reflects both Israel’s unique start-up ecosystem and those start-ups’ ability to leverage Gartner’s experienced account management in Israel.

The numbers of Cool Vendors in Israel continue to rise. At the recent Cool and Hot Vendor Forum, Suwen Chen’s presentation showed, using data from Gartner, Inc., that there were more Cool Vendors in Israel than, for example, in China and the UK added together. The gap is widening: It has grown from 15 Cool Vendors in 2012 to 33 last year and 35 in 2016. The count could be even higher if we account for the many Cool Vendors originally founded, funded and staffed in Israel which have moved headquarters to the USA, such as Loom Systems. Twenty firms founded in Israel have gained the designation so far this year. More will probably be added in the rounds of Cool Vendors later this month and in September. 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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Le CXP Group moves to consulting – CEO Yannick Carriou interviewed

CXP Group logo (IIAR website)Le CXP is one of the oldest IT analysis firms around. It was created in 1973, six years before Gartner, under the auspices of the French Ministry of Industry by some of the largest French companies at the time: Air France, Anotec, Bred, BSN (now Danone), EDF, RATP and the Société Générale. Its remit was to provide expertise on packaged software -hence the name in French, the deliciously quaint Centre d’Expertise des Progiciels. It’s been doing just this plus some consulting for IT users, gently and in French (Americans would call this in “local language”) until it bought PAC, a rival but vendor-focussed French firm, in 2014. At last I should say, and after PAC’s founder, Pierre Audoin, passed away.

Before this, Le CXP bought German BI specialist BARC in 2011 and PAC snapped German firm Berlecon on the same year. As a result, we’ve got a Paris based firm doing more business in Germany than France. They must like it there.

Are you still following me?

On May 15th, its new CEO, Yannick Carriou (ex. Ipsos and TNS) announced Le CXP was buying Ardour, a business consulting firm. Here’s his exclusive interview. Continue Reading →

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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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Common Misconceptions and 4 Key Areas Tech Start-ups Can Benefit from Industry Analyst Relations

 Photo: business man writing business strategy concept by Phenom Apps

Photo: business man writing business strategy concept by Phenom Apps

Industry Analyst Relations is often characterized as a “Pay to Play” endeavor with little opportunity for the bootstrapped tech venture; this is not the case. I would argue that there are opportunities for a dedicated Tech Startup to benefit from pursuing Industry Analyst Relations (IAR) even without a large budget to spend. Keep in mind Industry Analysts are knowledge focused experts and there can be equitable and beneficial exchanges of information for those who have put forth the effort to develop their Analyst Relations program and build the necessary relationships in the community. For those new to Industry Analyst Relations and who are considering the reasons to perform IAR, below are some common misconceptions, followed by four compelling reasons to develop an Industry Analyst Relations mission early in a Tech Startup. Continue Reading →

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[JOB POSTING] Head of Analyst Relations (AR) / BAE Systems, London or Guildford, UK

The Applied Intelligence division of BAE Systems delivers solutions which protect and enhance the connected world. Everything we do creates a safer future. We want to solve problems for our customers and by bringing together great minds, we can work together to make the world a safer place. 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.

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.

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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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[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 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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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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