Posted on Monday 2nd September 2013 by Ludovic Leforestier
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. (more…)
Filed under: AR Best practices, AR debates, IIAR, IT Analysis Firms | Tagged: analyst relations, AR, AR Best practices, IIAR | 11 Comments »
Posted on Sunday 9th June 2013 by Ludovic Leforestier
Industry Analyst Relations is responsible for driving business results by developing and maintaining strong relationships with targeted IT industry analysts at leading research firms such as Forrester, Gartner and IDC.
The AR team works closely with senior marketing, sales and product management executives to develop and execute strategies that improve analyst understanding and perceptions of FICO, with a goal of favorably influencing the analysts’ research and interactions with technology buyers.
Analyst Relations is a Corporate Marketing function that provides centralized support for both internal and external stakeholders representing multiple industries, technologies and geographies. (more…)
Filed under: IIAR, Jobs -AR roles | Tagged: AR, Jobs -AR roles | Leave a Comment »
Posted on Wednesday 24th April 2013 by agidonnithorne
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
Filed under: IIAR | Tagged: AR, job | 2 Comments »
Posted on Friday 15th February 2013 by EQ
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. (more…)
Filed under: AR, AR Best practices, ESG, Guest Post | Tagged: AR, AR Best practices, ESG, Guest Post | 11 Comments »
Posted on Thursday 31st January 2013 by Ludovic Leforestier
Constellation just announced (post, tweet) it entered a partnership with ITR, the well known Japanse research firm.
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. (more…)
Filed under: AR, Constellation, IT Analysis Firms, ITR | Tagged: AR, Constellation, ITR | 1 Comment »
Posted on Monday 14th January 2013 by shiprakhanna
Company: Digital Realty
Location: CA – San Francisco
- The analyst relations (AR) manager provides a key link between industry analysts and internal marketing or corporate executives.
- The successful candidate should come with managerial experience and a proven track-record at a high-tech or data center vendor or analyst firm as well as polished communications skills.
- The position will justify the resource head count by influencing industry analysts with positive company messages that will lead to highly qualified business opportunities.
Because industry analysts can potentially influence the Company’s revenues, the analyst relations (AR) manager should possess corporate and product marketing experience as well as excellent communications skills. The successful AR candidate will have a firm grasp of the target markets and understand corporate positioning and product messaging. This position will be a dedicated resource for developing relationships with industry analysts, providing them with product information, case studies, sales successes, marketing events and conferences as well as tracking and reporting internally, including senior management, sales and marketing, on research and industry trends identified by the research community. (more…)
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Posted on Tuesday 11th December 2012 by Duncan Chapple
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.
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Posted on Wednesday 12th September 2012 by iiarsecretary
By: Richard Stiennon, Chief Research Analyst at IT-Harvest and a former VP of Research at Gartner
The second of a two-part blog on ’Maximizing the impact of an analyst briefing’. This is an adapted excerpt from Richard Stiennon’s book - Up and to the RIGHT: Strategy and Tactics of Analyst Influence. You can read part 1 here. The IIAR will be holding a webinar with Richard on October 4th to hear more about his book and IIAR members wishing to buy his book will receive a 50% discount.
Build a relationship
Every interaction with the analyst builds on your relationship but the briefing is a structured opportunity to establish a communication bond. It is important to identify who is going to represent the company to the analyst. Contact consistency is key. If a different person briefs the analyst each time, they are not going to know anyone at your company at all. There are two separate bonds to create. The bond with the AR/PR person and the bond with the product person. (more…)
Filed under: AR, AR Best practices, IIAR, IIAR News | Tagged: AR, AR Best practices, IIAR, IIAR News | Leave a Comment »
Posted on Monday 10th September 2012 by iiarsecretary
By Dave Noble, IIAR board member & APJ chapter lead
Constellation Research has added to its research portfolio with the appointment of an Australian digital media veteran to lead its coverage of digital marketing transformation, a new research theme which again shifts focus away from traditional IT purchasers and on to business buyers.
Based in Sydney, Gavin Heaton was for five years the leader of social media engagement for SAP’s Premier Customer Network, a CEO peer group encompassing 300 of the software vendor’s most strategic global accounts – not surprisingly, few of these customers are located in the southern hemisphere. (more…)
Filed under: AR, Constellation, IT Analysis Firms, People on the move | Tagged: AR, Constellation, IT analysis firms, People on the move | 1 Comment »
Posted on Wednesday 22nd August 2012 by iiarsecretary
On Wednesday 29th August at 11am EST / 8am PST / 4pm BST Gerry Van Zandt (IIAR Board Member / Global Corporate AR Manager, HP) will be providing a case study on how his AR team at HP measure the success of their analyst programs and prove the investment to the company’s top executives.
During this session Gerry will examine the key tenets of planning and executing a comprehensive, global AR measurement program.
- AR Measurement: What Metrics Really Matter?
- Key Elements to Successfully Rolling Out an AR Measurement Program
- Presenting Key Results for Best Effect: A Data-Driven Approach
- How to Use Measurement to Inform Executives & Justify AR Investment (more…)
Filed under: AR, AR Best practices, IIAR, IIAR Webinar | Tagged: AR, AR Best practices, IIAR, IIAR webinar | 2 Comments »