About Aniruddho Mukherjee

An accomplished marketing professional with strong skills in branding and influencer relations in startup, mid sized and large organisations in the software and IT services industry. Passionate about marketing efficiency and developing multichannel strategies for shortening the sales cycle. Delivered high profile direct marketing, PR, and digital campaigns to grow the sales pipeline. Proven track record of successful planning and executing brand recognition in the european market. Built a successful influencer programme that manages relationships with analysts, government agencies, academics and independent consultants. This program provides third party insights and endorsements that are valuable during a deal process. Experienced in managing culturally diverse geo based teams and agencies – including events, digital & PR agencies. Recipient of multiple industry recognitions including KCG Best in class Influencer programme 2015, Recognised by KEA Group, Jury’s mention at the Masters of Marketing Festival 2015 and shortlisted for B2B Marketing awards. Explores the path less travelled and discover the local quirks and watering holes. An amateur handwriting analyst and member of a London based amateur theatre group. Supports a British dance charity that leverages South Asian dance and music to help young adults and hospital patients.

Author Archive | Aniruddho Mukherjee

IIAR Discussion Group: negotiating with Forrester. Are you getting the best value from your contract?

By Aniruddho Mukherjee on Wednesday 4th April 2018 in AR, AR Best practices, AR debates, Forrester, IIAR Analyst Of The Year, IIAR Tragic Quadrant, IIAR UK, IIAR Webinar 1

Feeling the pinch in your negotiation with Forrester on your subscription contract?Do you feel comfortable in buying the multiple seats being pushed your way? Is Forrester covering the technology and business areas that are important for you? You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)

Forrester seems to force sell multiple seats, TEIs etc during renewals. Forrester analysts may be amongst the top IIAR Analyst of the Year 2017 but is Forrester seeing an exodus of top talent? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a flip flop in Forrester’s focus on various key topics and verticals. Also the research subscription costs seem to be increasing at 10-20% yoy. They also felt that while Forrester had some great visualisation of data BUT insights were focused on niche topics like Customer Experience, Business Technology, Software and Marketing. Many Wave’s have not been renewed while others are renewed in an irregular cycle. Continue Reading →

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IIAR Discussion Group: negotiating with IDC. Are you getting the best value from your contract?

By Aniruddho Mukherjee on Friday 23rd March 2018 in AR, AR Best practices, IDC, IDC Financial Insights, IIAR Discussion Group, IIAR UK, IIAR Webinar 1

Feeling the pinch in your negotiation with IDC on your subscription contract? Do you feel comfortable in buying the various Customer Segment (CS) options being pushed your way? Are you confident that you are getting value from your contracts? You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)

IDC may be amongst the top IIAR Analyst Firm of the Year 2017 but are you getting the best value from your relationship? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a push by IDC for running joint events, buying new CS which themselves are granular subset of the larger IDC CS access. As the analysts manage the P&L, they too seem to want to push buying multiple granular CS. Continue Reading →

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IIAR Discussion Group: negotiating with Gartner – is it the new seventies IBM?

By Aniruddho Mukherjee on Tuesday 6th February 2018 in AR, AR Best practices, AR commercial management, CEB, Gartner, Gartner Symposium, IIAR, IIAR Discussion Group 1

Feeling the pinch in your negotiation with Gartner on your subscription contract? Do you feel comfortable in buying the various seats options being pushed your way? Are you confident that you are getting value from your contracts?

You’re not alone -many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant) on Gartner’s hard stance and cowboy attitude during negotiations: it maybe the IIAR Analyst Firm of the Year 2017 but also the hardest to work with.
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IIAR Discussion Group: Negotiating with Gartner

By Aniruddho Mukherjee on Tuesday 11th October 2016 in AR, AR Best practices, Gartner, IIAR Discussion Group 1

Successfully negotiating your contract with analyst firms to get the best business value from commercial relationships with industry analysis firms is a key activity for many analyst relations (AR) teams.

A follow-on from our first IIAR Discussion Group will review the outcomes document from the first meeting (IIAR members can download it <<here>>) and continue the conversation. As Gartner is the largest of the analyst firms we expect the discussion will no doubt focus here; this will not be to the exclusion of all (or any) of the other analyst companies.
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