Tag Archives | IIAR Forum

“How to take on the Digital Wave”

A growing issue for AR pros and their companies is defining what ‘digital’ means. Or, more importantly, understanding how the different industry analyst firms define digital and “digital transformation”. It is certain that digital will “disrupt”, and that more existing businesses will get ‘Uber-ed”, as one of our panellists put it. However what is less clear is just how and where digital transformation will impact existing business models over the next few years, as well as what the opportunities and threats will emerge from digital. How might the AR pro navigate the new digital landscape when briefing and engaging with industry analysts firms? These were just some of the questions posed to a distinguished panel of leading industry analysts at the latest IIAR event hosted at the glamourous Heron Tower on August 13th 2015.

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Aniruddho Mukherjee of the IIAR kicking off the evening with an overview and update on IIAR to its members,whilst Debleena Paul and Neil Pollock also both from the IIAR look on

Is 2015 a tipping point in terms of digital transformation?

The convenor, Debleena Paul, got the ball rolling by asking the panellists whether 2015 is a tipping point in terms of digital transformation. Are digital technologies beginning to bring the kind of disruption that has been promised for some time? Marianne Kolding (Vice President and Executive Sponsor, European Digital Transformation Practice at IDC) responded that it was coming but that it was not there yet. A lot of firms have it on their agenda and are “dabbling”, but change wasn’t happening everywhere. Tim Walters (Co-founder and Principal Analyst at Digital Clarity Group), saw that ‘phase 1’ of the change had occurred, where companies beginning to educate the public about how digital was something that they would need, but that ‘phase 2’, where companies were beginning to think about what they were going to do about it, was only just beginning.

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Pictured, from left to right, Debleena Paul (IIAR), Dominic Trott (PAC), Tom Reuner (HfS), Gerry Brown (Ovum), Tim Walters (DCG), Marianne Kolding (IDC)

Digital transformation can be anything. The first problem is identifying it, says Gerry Brown from Ovum

Very quickly the panellists got to the issue plaguing discussions of digital transformation thus far: What exactly is it? Tom Reuner (Managing Director for IT Outsourcing Research at HfS), thought that digital transformation meant different things to different people. The term was being used by everyone simply as a place holder. Debleena quizzed the panellists on what their definition was – noting how each industry analyst firm seemed to have a different conception of digital transformation.

Digital transformation is a process, not a project, says Marianne Kolding from IDC

Marianne Kolding told the audience that IDC saw digital transformation as where the business model for the company was fundamentally changed. This was both in the way it served its customers but also how its employees operated. For IDC, digital transformation was not just about reconfiguring the front-end but also transforming back office processes. Firms had to build a new way of looking at technology. Digital transformation cannot simply be another project, she argued, it has to be a process. Dominic Trott, (Senior Analyst Digital Business at PAC), told the audience that PAC has two definitions for digital transformation. The first is tackling the front end where the company attempts to build tighter customer interactions but the second is a broader change in culture and mindset in terms of reorganising the business around the needs of the customer.

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Debleena Paul (IIAR) grills Dominic Trott (PAC)

Digital is a wave but has unexpected force, Tim Walters from DCG notes that companies need to understand and react appropriately to the energy

Tim Walters reminded the audience that the kinds and amount of change that companies were undergoing today was not unprecedented. Companies had been subject to similar waves of change through earlier technologies. And like these waves before companies needed to understand and react to the specific energy in the wave. What is different this time, argued Tim, was that whereas in past waves it was the company that led the change, this time around it is the consumer that is empowered; it is the customer that is driving the change.

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Tim Walters and Gerry brown debating the finer points of the digital ecosystem

AR Pro Tip 101 on how to improve a presentation: Ask the analyst what they would find valuable!

The conversation turned to how AR pros might improve the way they present their companies digital transformation strategy to industry analysts. Here, rather than dissensus, there was much agreement. Tom Reuner strongly pushed for companies not to present technologies but “narratives”. Companies needed to come up with narratives which were true for their organisation as they were for the problems experienced by their customers. Rather than standard ‘corporate decks’, Gerry Brown, (Senior Analyst, Customer Engagement in Digital Technology at Ovum), wanted to hear ‘war stories’. This includes what has worked and what hasn’t; the upsides and downsides of the digital transformation strategy. Tim Walters was similarly interested in hearing the ‘process’ by which the company understands their customers’ problems. He was much less interested in companies telling him what they can do, but rather how they were now doing things they couldn’t do before, because a client has a new problem and has asked for it.

Your Point of View!

You’re read what we think. We’d love to hear your point of view on what digital transformation might mean for companies and how AR pros could do a better job of communicating their transformation strategies to industry analysts and others. We’re working on a longer version of this blog post, and would like to incorporate your feedback into a white paper that would be circulated with IIAR members. Let us know your experiences. Add your comments to the blog or email us.

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Event attendees

It wasn’t all digital transformation, however. There was also time for some of the event attendees to enjoy an expert talk on the famous Heron building fish tank! We learnt it was the largest privately owned fish tank in Europe, and the names of quite a few fish too!

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#IIARReception2015 – Summer Party Pictures at Flickr!

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The prestigious Lord’s Pavilion Roof Terrace set the scene for the biggest IIAR Summer Networking Party – a very special evening of drinks, jazz and networking with a crowd of more than 120 guests from 50+ firms and no powerpoint in sight!

Sponsored by Tata Consultancy Services, the party started with a note by Shankar Narayanan, TCS Country Head who welcomed cricketing legend, Graham Gooch OBE (ex England Cricket Team Captain and the scorer of the most runs ever!)

It was a perfect pitch for analysts and AR professionals to network and share ideas and best practice…..and the pictures are finally in at – view them at Flickr  #IIARReception2015

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“Thanks for such a great event. Unbelievable venue and such a good atmosphere for the strike breakers!” Chris Lewis, Lewis Insight
“The IIAR Summer Party was a great success – it was wonderful to see peers and meet with the analysts in such a prominent venue” Alexia O’Sullivan | Global Analyst Relations Director | Brand, Marketing & Communications, EY
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IIAR’s first date with Forrester CMO

Victor-Milligan Smallforrester-logo-150x150IIAR hosted Forrester’s new CMO, Victor Milligan, at SapientNitro’s office in central London on April 30th. Victor joined Forrester in December to lead its global marketing organisation. He was in London last week for Forrester’s Marketing Leaders Forum, and later joined the IIAR members to discuss the company’s “Age of the Customer” strategy, go-to-market and key research themes for 2015. Benjamin Ensor, VP & Research Director serving eBusiness & Channel Strategy Professionals also joined Victor during the session and took part in the Q&A. Continue Reading →

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Forrester Research Chief Marketing Officer to Speak at IIAR UK Forum – 30 April 15

IIAR UK Forum and Webinar with Victor Milligan, CMO at Forrester Research

Victor-Milligan SmallForrester’s new Chief Marketing Officer, Victor Milligan, will be coming to IIAR UK’s member event on Thursday, April 30, 6-8 PM UK time, to discuss the company’s “Age of the Customer” strategy and the future direction of its Marketing organization.
You will leave this meeting with an improved understanding of what Forrester has in store for 2015, including updates on go-to-market model, key research themes, new products, and what it means for AR pros.

What: IIAR Forum and Webinar with Victor MilliganChief Marketing Officer at Forrester Research
Where:
 Central London location confirmed to all who register  to join the live event
When: 30th April 2015, webinar starts at 1800 UK Time, 1900 CET, 1300 ET, or 1000 PT
Who: Free for IIAR Members. All AR Professionals are welcome, IIAR Membership not required (See note below)
Register: For Webinar register <<HERE>>. If joining for the Forum in Central London, confirm by completing the form below.

This event, as ever, is free for all IIAR Members and (as a special “try-and-buy”) is free to attend for all AR Professionals. Complete the form below to register – now !

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IIAR London Forum, 5th March 2014 – Ethics and Social Media

The IIAR is holding a UK Forum, in London, on the 5th March 2014, with 2 panels to discuss “Ethics in the Analyst Industry” and the “Value of Social Media in Analyst Engagements”. Both topics overlap and are at the forefront of today’s Analyst Relations practice. Free to attend for all IIAR Members, new members may join here or contact the IIAR to purchase a “seat” for the Forum. Just make sure you SAVE the DATE.

Date: March 5th,2014TIME: 3.45pm to 7pmVenue: London             . Agenda
3:45 to 4:05 pm: Refreshments
4:15 to 5:00 pm: Panel 1
5:05 to 5:50 pm: Panel 2
5:50 to 7:00 pm: Networking over drinks
7:00 onwards: Drinks/Dinner at a nearby place of refreshment

Continue Reading →

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IIAR London Forum: 4th December 2013 – Report

This IIAR Forum, kindly hosted by Fleishman Hillard in Covent Garden, was well attended by more than 20 members plus the panel members for the two discussion sessions…

Selling your company on the value of professional analyst relations, hosted by David Rossiter (Sunesis). Panel members…

Understand how user organizations specifically choose to engage with the research community. Simon Levin hosted this panel of…

Both sessions stimulated a good deal of healthy discussion, between the chair, the panellists and the audience of IIAR members with many interesting views on both panel subjects. A full recording of both sessions is available (for IIAR members) here. For those that prefer to “speed-read” some of the key points of the discussions read the meeting report here (again, for IIAR Members).

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Join the IIAR at the UK London Forum – 4th December

Places at the IIAR London Forum are filling up fast, don’t panic though, there is still room for more !

With a great agenda of two discussion panels discussing two key AR topics, full details immediately below and here, make sure you book your place now. To attend this Forum, register directly via this >LINK<. The Forum is free to attend for IIAR Members (another good reason for joining the IIAR) or for non-members there is a fee of £75 that is redeemable against IIAR Membership over the next 12 months. Click here to proceed.

or 

Please register now so we can ensure you are able to join the Forum without any last minute hassle.

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IIAR London Forum on 4th December

This, not to miss Forum, has just got better, there are now two panel discussions …

New panel discussion – Selling your company on the value of professional analyst relations …

It can sometimes be a challenging task to sell the value of professional analyst relations to the business. We’ve all been asked time after time, “so tell me again, why are these analysts important?”. We’re therefore delighted to have a panel of experts, including Bill Reed and Tim O’Sullivan (confirmed so far, there may be more), sharing their insights and experiences on how you can successfully show the value of analysts to the rest of your company and demonstrate the variety of important roles they have in influencing customers and other stakeholders. Please bring your thinking and talking hats along as this will be a practical, debate driven session on the explanations, arguments and tactics that can be used with management and colleagues alike.

This IIAR Forum is open to all IIAR Members, past and prospective IIAR Members.

Continue Reading →

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IIAR UK Forum: 24th September 2013 – Report

On Tuesday September 24th the UK chapter held its latest forum. There were three separate presentations and discussions at this forum: reviews of the research focus and relevance of both IHS electronics & media and Analysys Mason telecoms research. The final session was a presentation and discussion led by The Skills Connection. This gave attendees a chance to peek behind the sales curtain at these types of firms sharing some details on the practices and focus of sales in the large analyst houses, midsize specialists and small boutiques. The Forum concluded with the group sharing a range of best practices to bear in mind around briefings, events and annual contracts. The full report is available here as well as the Analysys Mason presentation and recordings of the meeting are available for IIAR members on our Huddle extranet

The next IIAR UK Forum – “The Big Event” – will be held on the 30th October at 4pm (UK time); save the day and register your interest now !

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IIAR UK Forum – The Next BIG Event – CIO Discussion Panel Chaired by CIO-Connect

SAVE THE DATE – 30th October, 16:00 – 18:00 (UK Time)

This will be a really exciting event that no IIAR member (or prospective member) should miss. The main session will be a panel of CIOs, chaired by CIO-Connect. In this session we will hear from the CIOs the research they rely on, why and what information they look for, to support their function and business. Thus providing a unique insight into how buyers engage with the analyst community. This will provide great opportunity for both AR professionals and the IIAR, helping the IIAR better understand the needs of AR professionals. Please book 4-6pm on October 30th in your diary NOW so you don’t miss this key event.

This is a members only event, if you are interested in attending as a new or prospective IIAR member please email the IIAR.

Location and all other details will be sent by email to those attending.

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