Analyst relations seems straightforward enough – as a tech vendor, you relate key milestones and elements of strategy to those industry analysts who you think will have the greatest reach to your target market. Right? In my opinion though, the best analyst relations professionals also flip that model. With just as much vigour and interest, they ensure that the leaders in the company are not only aware of overall market trends and emerging technologies that could impact short term AND long term revenues, but they also consider how best to respond to market indicators. How do you do THAT? It’s like inserting yourself into the C-Suite, or as part of the Office of the CEO or Strategy team. How do you get senior executive leaders to listen? And more importantly, to take action based on the market trends you bring them? Continue Reading →
Tag Archives | IIAR Guest Posts
Analyst relations is easily the most misunderstood function in marketing.
I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to do it right. It’s not witchcraft nor is it a simple “spend more / do better” formula.
It’s time to set the record straight, so in this post I’m going to debunk five of the most common myths I’ve come across. Well, turns out this ex-mathematician is not great at counting, so I’ll be dubunking a bonus 6th myth as well 🙂
- Myth #1: Analyst firms like Gartner are “pay to play”
- Myth #2: Your PowerPoint slides matter
- Myth #3: Gartner is the only analyst firm that matters
- Myth #4: You can move the “dot” in a Gartner Magic Quadrant
- Myth #5: Just becoming a Leader in an analyst report will double/triple/10x your growth
- Myth #6: Your PR firm can manage analyst relations
Read on! Continue Reading →