Analyst advisory sessions provide a valuable opportunity for vendor companies to gain key insights from industry experts. But as the Institute of Industry Analyst Relations (IIAR>) experts point out, these in-depth sessions need to be carefully planned and executed to realise their full potential.

The IIAR> recently surveyed vendor companies on how they use these sessions, which allow more time and access than a typical analyst inquiry call. They identified some key best practices that set the stage for an impactful advisor session:

• Choose Objectives Strategically

Common goals include reviewing messaging and competitive positioning, but consider also getting analyst guidance on partnerships, M&A plans, or designing new market categories. 

• Recognise the Possibilities

Consider sessions for both tactical initiatives like prepping a major product launch, and higher-level strategy such as investigating M&A deals. 

• Pick the Right Analyst

Lining up the analyst with just the right expertise and vendor knowledge ensures relevance and depth. 

• Involve a Small, Cross-Functional Team

Collaborate with a few key leaders that represent different priorities, and will participate in the actual session. 

• Map Out the Agenda Diligently

Structure and sequence the discussion topics, and the transition of activities within sessions – and build in skilful moderating to ensure effectiveness.

• Follow Up for Long-Term Benefits

The success stories from the IIAR> research reveal why advisory sessions warrant a place on vendor companies’ priority lists. With careful construction and oversight by AR teams, sessions directly accelerate critical decisions, messaging, and customer perspective. Does your organisation yet realise their full, multi-pronged potential?

Register for the IIAR> webinar on the 4th April on this topic to hear more details and perspectives from AR experts. Also, look out for the upcoming Best Practice paper, which will be published beforehand. 

This IIAR> Webinar was led by the IIAR> Editorial Committee:

• Ludovic Leforestier / IIAR> Board Member & Founder Managing Director of Starsight Communications (@lludovic, LinkedIn)
• Noelle Shipley / Independent AR professional (@noeyshipley, Linkedin)
• Robin Schaffer / Principal AR Consultant, Schaffer AR (@robinjs19, LinkedIn)
• Sarita Kincaid / VP of Corporate Communications, SugarCRM (@saritakAR, LinkedIn)

Date> Thursday 4th April 2024
Time> 0900 PDT / 1200 EDT / 1700 BST / 2130 IST (other time zones)

IIAR> Best Practices Paper: Analyst Advisory Sessions – Using Analyst Advisory Sessions to Increase Market Advantage

This IIAR> Best Practice Paper is available to IIAR> Members portal:

Authors

• Sarita Kincaid (LinkedIn, @saritakAR)
• Ludovic Leforestier (@lludovic, LinkedIn)
• Robin Schaffer (LinkedIn, @robinjs19)
• Noelle C. Shipley (Linkedin, @noeyshipley)

Contributors

• Jerome Pineau / AR Director, Google
• Patrick O’Rourke / AR Director, Microsoft
• Kevin Petschow / Chief Storytelling Officer, Nokia
• Kumar Pallav / Global Head of Analyst Relations, UiPath
• Jodie Ohr / AR Director, Mimecast
• Dev Shankkae GS / Group Manager -Analyst Relations, HCL Technology
• Rachel Lamont / AR Director, AppGate
• Peter Darling / Senior Director, SAP
• Beth Hespe / AR Director, QAD
• Hari S Nair / AR Manager, Whatfix
• Marc Duke / AR, Marc Duke Consulting

Links

• Link to PDF for IIAR> Members is here.

Slides and recording are available on the IIAR> Members Area

The presentation slides of this webinar are available to Members on the IIAR> Members file library.

• Link to PDF for IIAR> Members
• Webinar presentation (PDF)
• The full recording of this webinar is available to Members on the IIAR> Members video library.

Become an IIAR> member today to receive access to the LIVE streaming or to the stored content

Previous posts on IIAR> Best Practice Paper

• IIAR> Best Practices Webinar: Sales Enablement + 30/60/90 days AR Plan, (06/25)
• IIAR> Best Practices Webinar: AR Compass, 2nd May
• IIAR> Best Practice Webinar: Getting the Most out of Analyst Advisory Sessions, 4th April
• IIAR> Best Practice Paper: Engage the right audience, using analyst tiering
• IIAR> Discussion Group: managing analyst advisory days
• IIAR> Best Practices Paper: running and leveraging analyst inquiries
• IIAR> Best Practices Paper: Delivering AR Programmatically with Campaigns
• IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?
• IIAR> Best Practices Paper: Running an industry analyst briefing
• IIAR> Webinar recap: What is analyst & influencer relations (AR)?