One of the biggest misconceptions about Analyst Relations is that you need megabucks or unlimited budgets in order to succeed. Of course, having the financial muscle to engage with analysts will ultimately get you further – and help drive deeper relationships with your Tier One analysts, but you can also do it on a budget.
It’s the fear of the gargantuan price tag that tends to serve as a barrier to entry for AR programs, especially for smaller vendors who are stretched even to buy research seats, let alone affording to engage with the analysts on a paid engagement level. And this is why many mid-sized and smaller enterprises are hesitant to invest in activities such as AR, especially when there’s no obvious, short-term impact on the bottom line as a result.
There are in fact many upsides to engaging with the analysts – even if you’re simply establishing a stake in the ground by putting your company on the map. That’s why experienced AR practitioner Horst Kuchling has put together the IIAR’s latest white paper, titled Forming an Agile AR practice (IIAR membership required), which lifts the lid on a number of steps that won’t break even the most conservative bank.
The paper also debunks the commonly-held view that AR is simply a marketing discipline. Yes, it is part of marketing, but that’s not all: AR also has a unique, strategic dimension that should earn it a place at the core of strategic business decisions, and it has a direct impact on sales, product/service roadmaps, sales initiatives, marketing campaigns and more.
Due to these factors, we see AR as being anchored in the strategy department or business development, although we are not attempting to reopen the debate on whether AR belongs in Corporate Communications, marketing, or should report direct to the CEO. The answer is that it depends on a number of other variables, usually unique to each vendor, so there’s no easy answer.
What is clear is that it’s possible to get an AR program started on a slender budget – and that’s what this webinar is all about: Setting up and implementing an effective AR practice even if resources are scarce.
Join us for the webinar on Wednesday, March 9 at 4pm UK time / 5pm CET / 11am EST to learn more. Attendance is open to IIAR members, non-members can register for one free IIAR event.
See also the other IIAR Best Practices Papers here.