Tag Archives | IIAR

“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.

photo 1-2

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.

photo 2

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.

photo 3

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.

photo 4

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.

photo 5

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!

photo 6

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
2

Industry Analyst Relations Manager, FICO – located Bay area – San Jose or San Rafael, CA. USA

An Industry Analyst Relations Manager 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.” Quote by Sr. Director Industry Relations.

Analyst Relations is a Corporate Marketing function providing centralized support for both internal and external stakeholders representing multiple industries, technologies and geographies. In this role, you will:

  • Develop and execute analyst relations plan and contact strategies per product/industry to increase research coverage for FICO and ensure a continuous level of analyst engagement.
  • Manage outreach activities including analyst tours, briefings, inquiries and strategic advisory sessions; leverage interactions to gain intelligence that drives FICO strategies.
  • Field inbound inquiries and research requests, assess each opportunity, and coordinate resources to respond.
  • Drive FICO’s participation in major vendor evaluations (e.g. Gartner Magic Quadrants, Forrester Waves), annual market share surveys, vendor landscape research and other research projects.
  • Help plan, coordinate and host FICO Analyst Day events.
  • Help expand and manage AR program internationally.
  • Monitor analyst research agendas, blog posts and tweets for new research opportunities and coverage.
  • Procure and coordinate use of go-to-market services including analyst speaking engagements, webinars, custom research and publishing projects.
  • Coordinate program execution with other disciplines including PR, product/industry marketing and events.
  • Raise awareness for AR initiatives and successes within FICO through proactive communication with internal teams and sales enablement support.
  • Help manage relationships with the account team at each research firm.
  • Assess program effectiveness by tracking and reporting program activity and outcomes

Experience/Qualifications

  • 5+ years of professional experience in analyst relations, PR or product marketing in a B2B technology marketing environment
  • Track record of solid industry analyst relationships leading to influence and published results
  • Strong written and verbal communication skills
  • Strong technical and business background with the ability to link the two in ways that are meaningful to the analyst community
  • Demonstrated project management skills with the ability to independently manage a high volume of complex, deadline-driven tasks concurrently
  • Must be hands-on, work well in a team setting and be able to re-prioritize on the fly
  • Ability to influence and lead multi-functional teams
  • BA/BS degree required

Why make a move to FICO?

At FICO, you can advance your career within one of the fastest-growing fields in technology today – analytics. With our industry leading credit scores and other solutions, FICO is the leader in predictive analytics for banking, insurance, retail and healthcare. Our ability to drive smarter decisions is driving some of the world’s leading companies to a new level of analytic fueled success.

Our success is founded on really talented people – just like you – who enjoy:

  • Innovation – change the game for us and for our clients around the world
  • Teamwork – lead and learn from the very best in your field
  • High Performance – challenge yourself and reap the rewards of delivering results
  • Opportunity – grow with a global company that develops talent

For more information contact Kathy O’Brien:  kathyobrien@fico.com

Contact Number: +1 612-758-5223

Learn more about FICO at www.fico.com.

To apply go to careers at FICO

FICO is an Equal Employment Opportunity Employer that values the strength that diversity brings to the workplace.

 

Screen Shot 2015-08-10 at 21.54.00

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

Analyst Relations Manager, based in the U.S.

Benfield Associates is undertaking a search on behalf of a client for an Analyst Relations Manager in the IT/Telecom, Computer Software, or Professional Services Industry.  This person can live anywhere in the U.S. and will manage relationships with firms such as Gartner, Frost & Sullivan, and Forrester, among others.  There will be direct reports.

For details or to apply please send your resume to Keith Benfield at Benfield Associates

keith@benfieldassociates.com

Contact Number: 707-254-1890
Link to Vacancy: http://www.benfieldassociates.com/jobs2.html

Screen Shot 2015-07-16 at 22.51.04

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

IIAR Germany Stammtisch Event – 22nd Jan 15

Yvonne KauppWhere: Munich – Location confirmed to all who register
When: 22nd January 2015, from 7pm to 10pm
Who: All AR Professionals are welcome, IIAR Membership not required

Our inaugural meeting last summer, was a great success, bringing AR professionals from across Germany together to discuss common ground, over after-work drinks in a popular Munich bar.

We have now fixed the next get-together for members of the AR community based in Germany, as well as AR professionals who are responsible for AR in Germany. The next IIAR German chapter networking event will be held on Thursday, January 22, once again in Munich – Location details will follow.

This time around, we will talk about AR measurement and how to put a price tag on the value of AR. To help the discussion, we’re inviting locally-based analysts to come along and join us, for an evening of networking and quality conversation.

Join us at the Stammtisch and be part of the biggest gathering of AR professionals in Germany – please RSVP to Yvonne Kaupp as soon as possible <<HERE>>. Note, you do not have to be a member of the IIAR to attend this event, so please invite any AR colleagues or friends as well.

Don’t forget the IIAR Discussion – Negotiating with Gartner, also on the same day at 17:00 CET – Register <<HERE>>. This will finish in plenty of time to join the Stammtisch.

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

[JOB POSTING] Project Manager, Analyst Relations with PTC, North America

The Analyst Relations Project Manager is responsible for supporting our global AR program, which is designed to positively influence industry analysts (Gartner, Forrester, IDC, Aberdeen, CIMdata, Ovum, others), improve PTC’s leadership position in analyst reports, and, ultimately, increase sales.

The Analyst Relations Project Manager helps support relationships and communication between PTC and industry analysts by developing the infrastructure, managing the operations, and enabling the two-way strategic dialog between key analysts and PTC leadership. Continue Reading →

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

What does analyst influence mean to you?

What does analyst influence mean to you?

If you’re in AR, how do you get it, and how do you measure it?

If you’re an analyst, how do you know whether you have it?

 

“Influence” is a goal for many Analyst Relations programs–and a factor of analyst effectiveness–yet there is little agreement about how to define, optimize or measure analyst influence. It can be a source of confusion and frustration for AR practitioners and our stakeholders, not to mention the analysts who are expected to provide it! Continue Reading →

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

IIAR Webinar: Progressive Digital Media Group Acquires CurrentAnalysis – 5/9/14

IIAR Webinar: Progressive Digital Media Group Acquisition of CurrentAnalysis Inc.

Date: 5th September 2014
Time: 4pm BST, 5PM CET, 11am EST
Location: IIAR Webinar – Register HERE
 
Summary: On the 30 July 2014, the Board of Progressive Digital Media Group Plc, the provider of high quality premium business information to the consumer and technology markets, confirmed their acquisition of CurrentAnalysis Inc. We will be joined by their CEO and others who will present and discuss their acquisition; during which they will cover – Strategy, Business Models, Clients Served, Value Proposition and ultimately “Why should AR care?”
Attendees:

  • Simon Pyper – CEO Progressive Digital Media Group – Holding company for Kable, Pyramid and Current Analysis
  • Russ Milburn – MD Product Development
  • Tim Royston-Webb – MD Business Information

Continue Reading →

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0

[GUEST POST] Gartner Updates: Notes from the AR regional briefing in the UK

Gartner has its ‘listening hat’ on at the UK AR Regional BriefingNew methodologies introduced by Gartner

Gartner recently opened its doors to AR professionals with a day of presentations and interactive workshops targeted at the influencer relations community. The idea was to build on the AR forums given at the Gartner Symposium conferences and spend more time on topics that we, as AR professionals, have said we wanted to know more about.

Overall, it was an excellent event with a good balance of presentations and interactive discussions. The first panel slot was rather over staged and an over-run at the start of the day left little time for what must have been one of the most useful sessions of the day by David Black on Gartner reports and methodologies (“Gartner Update: Magic Quadrant Contextualization and Critical Capabilities”). See below for a summary of the updates. Continue Reading →

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
7

The IIAR UK Summer Networking event is back, Bigger and Better than ever!

For this year’s IIAR Summer Party and Networking Event we have exclusive use of a stunning penthouse bar overlooking London (right next to St Paul’s Cathedral). With 80+ analysts attending (and growing), no queuing for one-on-one meetings and drinks plus food all evening why endure the conference scene?

When: 15th July 2014 at 5pm (UK) until late
Where: Central London overlooking St Pauls. Free for IIAR Members, register (here). £75 for non-members, fully redeemable against membership. Full details here.

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
1

IIAR Discussion – AR Training and Certification – What do You Require ?

Date: 1st August 2014
Time: 4pm BST, 5pm CET, 11am EST
Location: IIAR Webinar

There is renewed interest in the IIAR Certification programme with several members completing the certification test recently. This has highlighted the need to update the test questions, expand the range and ensure it is relevant to today’s AR community and market needs. We’re exploring how we can partner with Edinburgh University on the IIAR Certification programme required update and AR Training. Join our brainstorming on IIAR Training needs, facilitated by Edinburgh University training design experts Neil Pollock (LinkedIn, @neilpollock) and Gian Marco Campagnolo (@campagnolo_g) – read their profiles below, their expertise is unquestionable. You will be invited to name the 4 MOST IMPORTANT aspects that an “AR training programme should cover” – so come prepared. Continue Reading →

Share this...Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someoneShare on Google+Pin on Pinterest
0