- What are your coverage areas?
My core coverage areas are Cloud and Cybersecurity, I also get involved with some of the other research clusters we have at PAC, including AI and Analytics. A really important differentiator for us is our strong understanding of local markets across Europe, so alongside my horizontal coverage, I also help clients understand opportunities and developments in the UK market.
Author Archive | Ludovic Leforestier
London, 1st April 2021 (not an April fool). IIAR> Members have elected a new board member for the Membership and Operations role. The IIAR> Board is pleased to welcome Crystal Golightly (@crysgolightly, LinkedIn) as a voluntary board member to this key position, looking after nurturing and growing our membership.
In her day job, Crystal is the VP Customer Experience & Operations at ARInsights, the provider of ARchitect, an analyst relations management platform supporting AR professionals worldwide.Continue Reading →
Today’s IIAR> Around in 10 questions interview is with Stuart Ravens (@StuartRavens, LinkedIn) / Freelance analyst at coraxinsights.com, who writes about the use of tech in the energy transition and any other stuff he finds interesting.
1. What are your coverage areas?
I write about the use of technology in the energy transition. I also do research and analysis work for clients outside of this area, based on how interesting I find it!
Thanks to everyone who participated in the 2021 IIAR> Salary Survey, sponsored by ARInsights and managed by CB Resourcing. One of the key findings is that analyst relations (AR) and influencer relations professional compensation has shot up, reaching almost USD 350k at the top end.
IIAR> Members are invited to a webinar where a panel led by Simon Burton (LinkedIn, @CB_Resourcing) and Maribeth Eisenmann (LinkedIn) / CB Resourcing with Crystal Golighty (LinkedIn, @crysgolightly) / ARInsights and Ludovic Leforestier (LinkedIn, @lludovic) / IIAR Board Member based on survey results we will address the following questions:
- What are the salary ranges in key sectors and regions?
- Are education and years of experience rewarded?
- Is it all about firm and team size?
- Does managing a team necessarily mean a higher salary?
- How do salaries compare with those previous surveys?
Date: Tuesday 30th March 2021
Location: Zoom webinar, register using the link below.
Full IIAR> Salary Survey findings for IIAR> Members
New Research Shows Analyst Relations Roles Attract Growing Salary Premium, Hiring Goes Global
IIAR> survey by CB Resourcing – sponsored by ARInsights – shows unique trends for AR roles
NEWS PROVIDED BY:CB Resourcing
LONDON, April 6, 2021 /PRNewswire/ — The 2021 IIAR> Salary Survey – conducted by recruitment specialist CB Resourcing on behalf of the Institute of Industry Analyst Relations (IIAR>) and sponsored by ARInsights – shows analyst relations salaries trends exhibit unique traits compared to other communication roles.
- Over half of new senior analyst relations (AR) roles are now advertised with a global remit and flexible location between the USA or Europe, a significant and recent change for positions historically centred in Silicon Valley and around Boston
- Analyst relations professional salaries significantly increased over the last decade, going from under 5% of salaries over $175,000 in 2010 to nearly 50% in 2021
- There is now data that salaries are higher in the US with a 30% salary differential between the US and Europe, which has reduced from a 34% difference in 2017
* Software vendors offer the highest compensation packages in the tech industry for AR roles
“As we can see from this data, the analyst relations profession has matured significantly with many more experienced professionals, and yet there is still significantly increased competition for talent at the senior end of the market. The shift to hybrid working over 2020 has, however, created increased opportunities for firms to seek senior talent outside the traditional North American hubs,” said Simon Burton (@CB_Resourcing, LinkedIn), CB Resourcing Managing Director.
“The 2021 survey contained some surprising findings; in particular, it seems the combination of the pandemic and salary over-inflation on the West US Coast has drastically accelerated the globalisation of the influencer and analyst relations profession, with European companies hiring on the Eastern Seaboard and US-headquartered companies offering roles on a global basis,” said Ludovic Leforestier (@lludovic, LinkedIn), IIAR> Co-Founder and Board Member.
Crystal Golightly (@ARInsights, @crysgolightly, LinkedIn), Vice President of Customer Experience and Operations at ARInsights, said: “Given the impact that analyst reports and ratings have on purchase decisions, AR is a strategic priority at many organisations today, especially technology companies. Accordingly, there’s high demand for AR professionals who can regularly and effectively keep relevant analysts well-informed – driving positive business outcomes. It’s no surprise that companies are seeking skilled practitioners with years of experience and that salaries are increasing – matching the value that AR pros bring to the table.”
CB Resourcing is a leading recruitment firm with specialisation in industry research, analyst relations and knowledge management.
The IIAR> is a not-for-profit organisation established to raise awareness of analyst relations and the value of industry analysts, promote best practice amongst analyst relations professionals, enhance communication between analyst firms and vendors, and offer opportunities for AR practitioners to network with their industry peers. Find us on www.analystrelations.org and follow us on @iiar.
Founded in 2004 and backed by Polaris Growth Fund, ARInsights provides the market-leading SaaS platform for managing analyst relations (AR) programs. Our flagship solution, ARchitect, along with multiple complementary products, enables hundreds of leading companies to increase awareness and enhance knowledge-sharing with all the industry analysts that influence their business. ARInsights helps measurably improve the efficiency and productivity of AR professionals every day. For more information, visit www.arinsights.com.
The full survey will be available to IIAR members from the 12th April as well as abbreviated results sent to participants.
Analyst relations (AR) is a highly specialised function, driving conversations between technology vendors consultancies and BPO’s, on one side to gain insights and ensure their products and offerings are positioned with influencers and industry analysts on the other side. By doing this, AR professionals also assist influencers and industry analysts to knowledgeably position those offerings in the market by offering analysis and advisory to their audiences and subscribers. Examples of industry analysis firms include Gartner, the inventor of the Gartner Magic Quadrant, Forrester, IDC, Omdia and many other tech industry luminaries.
SOURCE: CB Resourcing
Previous IIAR> Salary Surveys
- IIAR> Salary Survey shows analyst relations professional salaries significantly increased over decade
- Why is Analyst Relations commanding a 46% salary premium over Public Relations?
- How much are you worth? Introducing the IIAR Salary Survey
- IIAR Salary Survey findings: AR at 30% premium, global scope pushes AR salaries to $120,000
- Last chance to participate in the IIAR salary survey!
- Know your worth! The IIAR Salary Survey
1. What are your coverage areas?
IT Automation which includes modern DevOps topics such as Value Stream Management, AIOps, Continuous Everything plus traditional topics such as IT Service Management and topics around Enterprise Service Management.
1. What are your coverage areas?
I lead IDC’s worldwide research on intelligent application services. The coverage reviews how 3rd party providers support buyer organizations with building, testing, deploying, and managing applications. Key research areas center on cloud, DevOps, CI/CD, modern application delivery, application modernization, and next-generation application management.Continue Reading →
Roles & Responsibility
- Implement a strategic plan designed to enhance the visibility and perception with independent analysts
- Proactively establish and maintain relationships with independent analysts and influencers;
- Communicate company news and points of view
- Identify industry and competitive insights and contribute to internal updates
- Apply metrics for program measurement; use data to drive budget decisions
- Prepare spokespeople for engagement with independent influencers
- Develop strategic insights for senior leaders using secondary research
- Developing domain led propositions on key topics identified by the CEO
- Interview stakeholders spread across the globe to identify unique success stories
- Respond to Request for Information (RFI) from analyst firms by collecting internal data from various sources and simplifying them
- Identify and liaise with key influencers from firms like Gartner, Forrester and IDC
- Facilitate engagement with key influencers to help them better understand the company strategy
- Run new product / service / geo launch targeting the influencer community
- Thought leadership and Content generation for integrated multi-channel marketing campaigns
IIAR> Webinar: Building an effective AR plan to align analysts with your business goals
Our new IIAR> Best Practices Paper Building an effective AR plan to aligning analysts with your business goals will be presented by Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).Continue Reading →
This new IIAR> Best Practices Paper Scaling AR Reach: Connecting with the Long Tail is a Must for Your Influencer Strategy by Katie Webb (LinkedIn, @katiewebb) of Oracle and Ludovic Leforestier (@lludovic, LinkedIn) at Criteo and IIAR> Board Member is now available on the IIAR> Members Portal > linkContinue Reading →
- What are your coverage areas?
Marketing Process, Organisation, and Automation
The IIAR> recognise top industry analysts and influencer relations professionals at a global virtual celebration; winners are IDC, Peggy O’Neill / Informatica, and the Oracle AR team
London, Friday 18th December 2020. The Institute of Industry Analyst Relations (IIAR>), a not-for-profit member influencer relations association announced the winners of Analyst and Firm of the Year 2020, Analyst Relations (AR) Professional, AR Team and AR Agency of the Year 2020 at its (virtual) annual gala event.
“This was an incredible year as AR professionals were tasked with evolving AR programs to fully digital formats and realigning programs as many organisations grappled with the impact the pandemic has had on their businesses.”–Aniruddho Mukherjee / IIAR Board Member (@aniruddho, LinkedIn)
An in-depth presentation for IIAR> Members will detail additional findings from the annual survey over multiple sessions in Q1 2021.
- Analysts Deep Dive: 3 R’s of Analyst Relations – Thursday 4th February 2021, 1600 GMT – registration link (IIAR> members only)
- The AR Best Practices : Insights on Building the best AR Team – Thursday 25th February 2021, 1600 GMT – registration link (IIAR> members only)
- Analyst Pet Peeves : Things AR pros should pay attention to – Thu 18 Mar 2021, 1600 GMT – registration link (IIAR> members only)
Don’t miss out, register now!Continue Reading →
Industry analyst is a tough act to master: just like a one-man-band need to combine multiple instruments, analysts usually have many talents such as writing, public speaking, educating –and ideally analysing. Do they now need to be their own publicists as well?
The pandemic has brought in a dramatic uptick in social media usage, accelerating the move to digital for many interactions. Its convenience and immediacy make it a force that’s there to stay when the new normal finally settles. So, if you have lost the password of the Twitter account you had set-up back in 2007 to kick the tyres and haven’t got a plan to engage on LinkedIn, now is the right time to jump in.Continue Reading →
Today’s IIAR> Around in 10 questions interview is with Kevin Bailey / Principal Analyst, Synergy Six Degrees (@BaileyK62, LinkedIn, Blog) who covers cybersecurity, GTM, blockchain, distributed ledger, information security and protecting all data.Continue Reading →
The Covid_19 and economic impact of lockdown is making 2020 truly unique, squeezing budgets for all companies. Most technology vendors hold contracts with the likes of Gartner, Forrester, IDC, Omdia, 451 and others ; and renewals for 2021 are predictably going to be tense.Continue Reading →
How to become an industry analyst?
Until now, there was no path, no guild, no training -and no books about the subject.Continue Reading →
Ever wondered about GigaOM? Hear all about this key firm with Jon Collins, their VP of ResearchContinue Reading →
Join us for a presentation from by Duncan Brown / VP Enterprise Research, IDC for update on IDC EMEA research plansContinue Reading →
It’s been fascinating to watch Ovum for the past 15+ or so years, acquiring Butler Group, merging and un-merging with Datamonitor, buying RHK and then been purchased by event giant Informa.
The last chapter saw Informa buying the research-part of IHS, namely IHS Markit Technology (August 2019), Tractica (July 2018) and moving it all into shiny new offices on the Southbank together with Informa’s other brands: Screen Digest, iSupply, Computerwire (bought in August 2016), Heavy Reading, Infonetics, IMS and Displaybank.Continue Reading →
If you read part 1 of my blog post ’20 mistakes analyst relations teams are making’ you will hopefully have learnt a few things. Including the fact that I am not shy when it comes to sharing my thoughts! So here we go with part 2 of my list of don’ts, pitfalls, and worst practices when it comes to working with industry analysts.
- Following on from my tip not to focus on just one or two analyst firms, don’t treat the analyst community as a homogeneous ecosystem. Our differences abound. Some firms tend to employ very dry, almost academically analytical people. Others are less analytical, more engaging. So, don’t ignore the importance of defining what you want from a particular analyst interaction. For example, are you looking for an objective, outside critic to give you unvarnished, ugly truth? Are you looking for a reassuring partner? Lots of analysts can play both roles, but you have to help them understand what you need. Once in a while, your most curmudgeonly and cynical critic can also be your most inspiring partner.
- On a related note, don’t assume we all do the same things the same way (in terms of either free advice or paid projects). Even within one firm, each analyst will have his or her own style when collaborating with you.
- Don’t forget to double check whom from the analyst side and whom from your side will be on a given call. Calls that take place with the wrong people are a waste of everyone’s time. If you plan to have a very technical product-development engineer representing your end, then you’ll probably want a more technical person on the analyst’s end (at ESG, our lab analysts are known for keeping pace with even the nerdiest infrastructure architects and technology evangelists.) But if your goal is to figure out how to translate extremely technical value statements into compelling, plain-English marketing messages, then request an analyst that’s focused in that manner.
- It is a really bad idea for you to conduct briefings with us at the last minute. Your lack of prep work sends a poor message to us. But more importantly, if you wait until three weeks before a product launch to get in touch with us, then there will be no time left for us to help you make your launch better! Every message will already be baked on your side, warts and all. That’s not a situation conducive to making us feel engaged with your company and its goals. I recall many occasions when it’s happened to me, and afterward, I found it harder to feel invested in helping those clients craft their launch strategies the next time around—because I knew, yet again, there’d be no time left for them to act on any of my suggestions. Basically, if you don’t want to consider the analyst’s feedback, you might as well just send a deck.
- Don’t assume we have set opinions on everything, even on matters involving a single company. We are always morphing and expanding our knowledge of the markets we cover and the clients we serve. Don’t assume influencers cannot be influenced! You have more power of persuasion over us than you might know. We’ll have no issues becoming avid fans of you and your company if it’s warranted.
- Which brings me to this point: don’t ignore us. You aren’t the only ones having calls with us. Members of the IT press call us for commentary, too. When journalists are asking us for a quote, your ongoing efforts to ensure your company remains “front-of-mind” in our consciousness will pay off. Basically, just keep in mind that we talk to a lot more people affiliated with your industry than you do—reporters, end-users, channel partners, your direct competitors, major investors, other analysts, and beyond.
- On a day-to-day basis in your own role, don’t be just a gatekeeper. In other words, don’t limit yourself to being the forwarder of emails between outside analysts and your company’s in-house subject matter experts. Over the years, I’ve seen AR people overly indulge in “bottlenecking” behavior, presumably because it gave them a feeling of control over the company’s analyst relationships. If you do that, you are not adding value you are actually reducing value for all parties. We are a catalyst for your company’s success. Keeping the relevant analysts “locked in an AR drawer”, away from your marketing and engineering colleagues, isn’t helpful.
- Don’t let your company’s marketing-campaign people pitch anyone (i.e., juicy prospects and lucrative customers whose continued business is important) without doing a dry run with an analyst first. We are your brutally honest friend who will tell you about your halitosis and thus save you from embarrassment when it really counts!
- It works the other way, too. Don’t forget that people across your industry, not to mention your biggest customers, are regularly telling us far more then they’d ever dare reveal to you directly.
- Here we could have something about not using a slide deck with you that features market stats from competing analyst houses… Is that an issue? I’d have thought so but I’m not an analyst…
- We have entered a time in which the classic “annual big launch” is fading away. More often, IT vendors—including the company you may represent—are releasing steady drip-drips of enhanced product features and functions throughout the year. This IT industry-wide shift is making it harder for product marketing teams to garner traction and attention for their new and improved solutions.In such a climate, if you treat your analyst community as a check-box item, then you’ll do nothing more than check a box. You can do better than that. We are not all the same—learn that, and work optimally within that reality.These days, it’s more important than ever for you to refine and optimize your analyst interactions. As with any relationship, honesty is the best policy. Candor leads to trust, and trust leads ultimately to success — for you and us.
Mark Peters (LinkedIn, @englishmdp) is a Practice Director & Senior Analyst at the Enterprise Strategy Group (ESG), with three decades of IT industry experience – the first two spent in myriad commercial management roles for vendors on each side of the Atlantic the last decade looking in on the vendors and at the market for ESG. ESG is an IT analyst, research, validation, and strategy firm that provides market intelligence and actionable insight to the global IT community. ESG helps clients achieve business results through a comprehensive portfolio of research and advisory services, consulting, and custom content solutions.