This is the third in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a more detailed look at preparing for analyst briefings.
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Companies that do strategic AR understand how to get the most out of their analyst relationships. They are also confident and can articulate their vision and roadmap, and can plan their analyst interactions accordingly. But they’re not so confident that they think they can’t learn anything from analysts.
Deloitte Global, Global Analyst Relations Manager
Global Analyst Relations (AR) is a highly specialized discipline within Deloitte. The AR team is entrusted with owning and managing Deloitte’s relationships with the analyst community on a global basis. The relationships are considered protected and of high value as analysts impact client buying decisions, rate, rank and report on our business, influence our brand and reputation, and provide advice to the business in shaping and directing marketing messages and firm strategies. AR programs are managed on a global, cross-functional and cross-industry basis to ensure the accurate and consistent positioning to maintain and advance our leadership position with the analysts. It is estimated that team activity impacts $3-6B in revenue and the team interfaces at the highest executive level of the firm across all businesses, geographies and industries
Today we ask our probing questions of Scott Liewehr from Digital Clarity Group (@Just_Clarity, see related posts). Scott ( LinkedIn, @sliewehr) is the founder and CEO of Digital Clarity Group, voted New Analyst Firm of the Year by IIAR in 2014.
1. What are your coverage areas?
Customer Experience Management, Digital Transformation, Service Providers (specifically digital agencies and SI’s), marketing and ecommerce technologies, vendor and service provider selection, content management technology. Continue Reading →
German consulting (and analyst) firm Experton (web, @expertongroup in German, seems they stopped tweeting in English back in 2013 @twitter.com/experton), founded by ex-Meta Group employees (including Andreas Zilch), falls to American ISG (web, @ISG_News).
With BARC and Berlecon in the CXP Group stable (including PAC), the German IT analysis market is now largely foreign owned with the exception of TechConsult (@techconsult_de,owned by media group Heise)
A fellow AR manager called recently to weep on my shoulder. She wanted a sanity check about setting internal expectations on what analyst relations could or could not do as her executives were making demands she considered outlandish. She sought my unvarnished opinion about the requests involved in case they were possible and she needed to step up her game.
I listened in disbelief to what her execs were asking for, probed for more details, and I’m sad to report that at the end of the conversation we concluded it was time for her to leave her company as she was working at an outfit where the culture and expectations were antithetical to a successful analyst relations program. Continue Reading →
It’s been a lively discussion. The third German chapter IIAR Stammtisch end of October, in Munich gathered AR professionals and analysts speaking about the strategic role that analyst relations play in companies of different sizes and countries.
In a group of 9 we kicked off the AR discussion with an intro round at 7pm and didn’t stop until we realised it has gotten late. As a topic we had chosen “how is AR for medium-sized companies different to AR for large companies” and while it is clear that smaller companies can learn from the big players, we raised the questions, whether there is anything to learn as well the other way around. Continue Reading →
ThoughtWorks is searching for a Media and Analyst Relations Manager to support and direct integrated media and industry analyst relations efforts globally across the utilities, oil and gas, metals and mining, chemicals and forestry businesses of Accenture. The candidate will develop and implement strategic campaigns that position Accenture’s Resources business in the media and with analysts as a thought leader and business transformation partner to the industry’s top companies. The role includes management of a PR agency. The individual will report to the Global Director of Media and Industry Analyst Relations for Resources.
Closing date for applications 31st August 2015.
For more information and to apply go to LinkedIn – Job Number: 00317487
Last week, the second German IIAR Stammtisch gathered AR professionals and analysts for a private dining event in central Munich, this led into an interesting and enjoyable discussion about AR measurement. The overarching question was how to best communicate internally the value analysts can bring to the business, and the value of well managed communications between vendors and analysts.
“Why should I speak to this analyst” is a question AR pros are often confronted with. The pressure on AR pros has risen during the past years in terms of showing the return of investments gained through analyst relations and showing the value analysts can bring. In recent years expectations have both grown and changed. Analysts are well aware of the new challenges, and eager to learn how to address.
In past years reports, whitepapers and analyst advice were naturally part of the relationship, today budgets are tighter in many companies, and investments in analyst insights have shrunk. Or teams became smaller, and bandwidth more limited to support research projects. Even more important becomes the task to explain to the internal stakeholders the treasures analysts can open up for them, and the value they can bring to the business.
AR professionals can face very different challenges. For example, an AR manager working for a new company in a niche market and a strong growth rate may face different challenges to an AR manager working for a large and established player in a saturated market. At the IIAR Stammtisch we exchanged about the specific pain points each of these AR managers might experience and the differing ways forward.
AR professionals and analysts have a common interest – proof the value of their work. Whilst we can’t do without AR measurement this has to be a value discussion rather than a simply a counting exercise, like counting the number of reports, the number of tweets, of interactions and so forth. AR pros and analysts need to join forces and seek ways to provide value to both sides and proof of the value delivered. The German Stammtisch, as part of the IIAR, will explore quantitative value measurement of Company+AR+Analyst interactions for a future IIAR Best Practice Paper.
Look out for more updates on this topic. We welcome your thoughts and experiences, leave a comment below – how do you show value delivered ?
Author – Yvonne Kaupp, IIAR Board Member and Lead for the IIAR German Chapter
So here’s what you’ve all been waiting for – perhaps you’re wondering, “Is it someone I know? Could it be me?!” Well, before we get that far, let’s take a good look at ourselves to determine if we deserve the recognition or not.
As mentioned in the previous post, analysts did get the opportunity to give feedback not just on what AR pros do well and how well they do it, but also on what they don’t do well. Here are some examples of – ahem – bad practices which we are sure none of the top AR pros would ever engage in… Continue Reading →
Working for a large IT or Telco vendor brings many perks but it’s not all plain-sailing. Having worked for the likes of HP and IBM, we know a thing or two about life in the megavendor fast lane: long hours, multiple internal stakeholders to please, ever-increasing targets to meet, ever-decreasing resources at your disposal, and of course even larger numbers of analysts with more varied coverages to service.
We also know that AR programs can vary widely from one large vendor to another, which is why we wanted to provide a ranking of these firms. We initially wanted to have a ranking of the ‘top 10’ megavendors, but we soon discovered that there are not that many companies which fit the criteria. In order to keep things serious, we established a cut-off point of revenues over US$20 billion, and in order to bring as wide a bearing as possible to the term ‘megavendor’, we decided to stipulate that those vendors should sell a mix of at least three of the following: IT hardware, networking equipment, telecommunication services, enterprise software, IT services and outsourcing, Business consulting. Continue Reading →
If you have ever had enough money to pay for the services of an AR agency, no doubt you will have run a survey or two to evaluate how well your AR practice is performing. However these surveys – by their nature – remain proprietary information and the industry has never looked itself in the face as a whole to see what it looks like across the board.
Enter the IIAR with the idea to run a survey of all the analysts across the globe, to see what they think en masse of the Analyst Relations community. The idea is simple: for the past few years we have run a survey among AR professionals to find out who is the favourite analyst of the year, but now the tables are turned and it’s the analysts’ turn to vote on who is the favourite AR professional of the year…
IIAR Webinar with Richard Stiennon, author of a key book for Analyst Relations Professionals and the book on the Magic Quadrant – “Up and to the Right“. Your opportunity to discuss this book with the author, ask questions and (perhaps) gain an advantage in your next Magic Quadrant.
Summary (from Host Beth Torrie) – Analyst Relations is a relatively new field. On hiring a junior AR, a few years ago, I found a terrific resource to help kick start their knowledge base – Up and To the Right. This book provides a great combination of strategy and execution to help intelligently navigate the industry analyst world. I also found it a fun and enjoyable read that I am looking forward to discussing with my peers! The title – based on Gartner’s famous Magic Quadrants – gives hints at where many CEOs want to be, but the book sheds deeper insights on how to build successful programs and relationships.
CeBIT is four weeks away! What can AR professionals do to make the most of the largest tech event in EMEA? What’s possible even at this short notice?
In Tuesday’s IIAR webinar, we will discusss on how you can attract attention from analysts — and explain what’s not possible. Long-time IIAR members Yvonne Kaupp (LinkedIn, @YveKaupp) from T-Systems, Simon Jones (LinkedIn, @MrNesjo) from OnPR and Duncan Chapple (LinkedIn, @DuncanChapple) from Kea will lead the discussion, linking the conference to the overall plan for your AR programme. Continue Reading →
Whilst public relations and marketing are mainstream in commercial companies, most analyst relations (AR) professionals are often at pain to describe their role.
AR is a relatively new discipline, tracing its origins in the last 15-20 years when a handful of very large ICT firms institutionalised a function to handle consultants and analysts relation. Nowadays all major technology vendors and services players have established sizeable analyst relations (AR) departments –50 to hundred strong for mega-vendors such as IBM or HP. Its raison d’être is to liaise with industry analysts, providing them a single point of contact and managing the relationship between them and the suppliers. Continue Reading →
Both seasoned analysts and AR professionals love a debate – no doubt that’s why they work in this industry! Conversations about the nature of influence, analysts versus bloggers, the role of analysts in buying decisions, whether independent analysts can truly ever be independent will no doubt run and run. They can make it hard for newcomers however, who could be forgiven for wondering what the fuss is all about.
With this in mind, the IIAR is releasing a primer on the analyst industry. Continue Reading →
Part-time position available for IIAR secretary, approximately 2 days per week. Manage administration of small non-profit organisation including: membership applications and renewals, maintain accounts, manage events program including bi-monthly London Forums and monthly teleconferences, manage blog & Huddle postings, and bi-monthly newsletter.
For further information, please contact agi(at)analystrelations(dot)org
This guest post has been authored by Evan Quinn (LinkedIn, @evanquinn, blog) who is a Senior Principal Analyst at ESG (Enterprise Strategy Group) covering Data Management, Analytics, Big Data and Cloud Platform-as-a-Service. While at Axicom, Evan was also on the IIAR board .
Speech is free: Evan and ESG are not associated in any ways with the IIAR and the post below contains Evan’s opinions which might not reflect the views of IIAR’s members or ESG.
A couple of years ago I decided it was time to step away from the analyst/influencer relations function for at least awhile. The researcher/competitive analyst side of me was asking for an outlet, and so I left the AR ranks. But, ironically, in my current job as an industry analyst I have the opportunity to see how AR practitioners perform their jobs every business day. I am here to report that things have changed somewhat in AR, and in some cases not for the better. But first some background. Continue Reading →
This is a good time to stop and have a look at those two firms.
Founded in 2010 by Ray Wang (@rwang0, LinkedIn), after leaving Forrester and a stint at Charlene Li’s Altimeter. At the start, Constellation focussed on end-user advisory but quickly expanded its portfolio to RAS (research and advisory services) and events. The pricing and consumption models are flexible, based on pre-paid units. The revenue split is in majority towards syndicated research, events being in the norm (about ⅕) and consulting (end consulting and vendor) making up the rest. Continue Reading →
While the Northern hemisphere is getting chilly, this is the one month when salespeople at firms like Gartner and Forrester really start to sweat. Many vendors sign off their major contracts with analysts firms around now, and it’s a great opportunity for analyst firms and vendors to maximise the value from their contracts.
Despite the huge scale of vendor spending with analysts, many users don’t get the best value from their subscriptions. Gartner has a huge number of account managers and, while some clients don’t like being sold to, the advantage of working with Gartner is that it works harder than most other firms to make sure that seat-holders benefit from what they have bought.