- Understand the depth and scope of the information requested by the analyst: is it strategic, forward-looking and under NDA or is it available in existing content such as publicly delivered decks, collateral or online content
- Identify the right spokesperson(s): is she/he authorised? AR trained? Does he/she have all the knowledge or do we need multiple spokespeople?
- Select the best delivery method for this content and how long will it take: are we talking about an all-day live demo or will a series of shorter phone-based conversations do the trick?
- Make sure the content is right: Does the spokesperson knows how does this fit into the overall corporate messages? If based locally, is the spokesperson familiar enough with the Corporate content and possible future releases and other upcoming stuff?
- Do we need to include customer or partner evidence and, if so, what form does that need to take: a case study or a phone call w/ an actual customer?
Good morning dear X, How are you? Very well I hope. I have learnt that you had taken over responsibility for topic X at Vendor A. I just wanted to make sure you knew that our firm had invested in the space and we now have a full time analyst covering topic X. His name is Y. Could we schedule some time to meet, and we could perhaps meet some people on your team?The easiest is to send us a professional (rather than personal), corporate-sounding email, that we can easily forward stating the following:
- Who you are and what your firm does?
- Your areas of coverage?
- How the briefing you’re asking fits into your research schedule?
- What is the research process you’re using?
- What’s the end deliverable? A report? How long? Does it mention other vendors? Who’s the intended audience? Etc….
Related posts on organising briefings for industry analysts
- IIAR> Best Practices Paper: Running an industry analyst briefing
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- [GUEST POST] Key Requirements for Vendors When Briefing Software Analysts, by Natalie Petouhoff / Constellation
- [GUEST POST] Maximizing the impact of an analyst briefing – 2 of 2 by Richard Stiennon / IT-Harvest
- [GUEST POST] Maximizing the impact of an analyst briefing, by Richard Stiennon / IT-Harvest
- The hype cycle of Vendor Briefing Requests
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- [GUEST POST] Vendors: suggestions to maximize briefing value, by Carol Rozwell / Gartner
- [GUEST POST] Briefing tips and best practices from Lisa Rowan / IDC
- Analysts: When you’re looking for a briefing – help me to help you
- On the use of briefing request forms for analyst firms marketing
- Gartner improves the vendor briefing process
1 thought on “Analysts: When you’re looking for a briefing – help me to help you”
Excellent blog, that I have circulated within CMS Watch – will try and follow these guidelines in future, I myself am probably very guilty of the “Hi how are you” approach 🙂
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