Author Archive | Ludovic Leforestier

Around Carsten Schmidt from HENRY Corporation in 10 questions

Carsten SchmidtCarsten Schmidt and other IDC Alumni recently formed Henry Corporation as a network of analysts offering strategic advice and marketing services to IT vendors, including Martin Hingley. Read Carter’s post for more background.

  1. What are your coverage areas?
    At HENRY I manage the commercial communication with our clients and project manage larger and cross-country projects.
  2. What are your opinions of the IT Analysis Marketplace and where do you see it going?
    A marketplace assumes sellers and buyers. Frankly, I see the buyers pulling out because of the vast availability of free information and alternate sources. Secondly analysis and marketplace are contradicting forces if we hold on to the belief that analysis is an objective or even scientific process as opposed to the notion of a marketplace. There’re numerous examples how research firms productize their analysis. By doing that information transforms from research to marketing. There’s nothing wrong (or “magic”) about that as long as we stop calling it research.
  3. What’s your typical day like?
    I communicate a lot, either by email, phone or blogs. My role is to be proactive towards HENRY’s clients, the IT vendors. I spend most mornings planning my day and prioritizing my approach. I care a lot about not wasting other people’s time. I firmly believe in business relationships that are mutually sensible meaning having the respect and interest in your client’s goals and objectives. Talking to people I never think what I can get out of it, but how it can benefit the other part. Experience has taught me that this approach is the most rewarding in the long run.
  4. Now, c’mon, tell me an AR horror story?
    AR’s are marketers and part of the marketing ecosystem together with research analysts and sales and marketing people. Most ARs know that which helps communication and facilitate exchange of information. It is only when AR’s commence pre-assessing the purpose of your approach that the AR misunderstands their role.
  5. How do you position your firm? What is your business model? (where are your revenues coming from, mix between users and vendors?)
    Our revenue comes solely from vendors. And we are in the business of helping building pipe lines by providing lead generation on behalf of the IT vendors. This is no different from our research colleagues in the industry apart from the fact that we communicate it in the open. World business as such is becoming more and more verticalized wherefore in-depth understanding of the IT business is a prerequisite for providing tactical marketing services. Research is used as a tool in one-on-one projects and as a foundation for offering the right tactical approach. Consequently we do not believe in published qualitative research reports as they are by nature  strongly biased toward the intended buying audience.
  6. What is your research methodology, in 255 characters or less?  (primary research, F2F or phone, secondary only, etc…)
    Qualitative research must by default be primary. If not I’d call it journalism. Quantitative data can easily come from public available sources as long as you are a skilled analyst able to verify and see behind the data. HENRY only partner with highly experienced analysts as you will know from our website.
  7. Any favourite AR professional you’d like to mention? Any why?
    IBM’s Carsten Grønning is a great representative for the AR community. Forward coming, helpful, proactive and knowledgeable.
  8. Tell us about one good AR practice you’ve experienced or one good AR event you’ve atttended.
    As long as the relationship is mutually sensible any AR practice and activity is good, simply because proactivity is beneficial and time saving for both the research company and the IT vendor.
  9. What are your offerings and key deliverables?
    HENRY has three offerings, Research-, Activate- and Event-related. We consider research as an integral part of the marketing value chain which real  purpose obviously is to improve market shares. We embrace that value chain by focusing at the ultimate goal for our clients, the IT vendors.
  10. What is your biggest challenges for the upcoming 6 months? And for the next 30 mn?
    Strategy work at IT vendors are being centralized at headquarters. That has been a trend for years now. Secondly still more marketing money are spend closer to the clients at the expense of market intelligence. Our challenge is to communicate this trend to our prospect clients and to offer marketing services that are closer to our clients customers.
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[JOB OPENING] Managers of AR ar Kronos

[THIS JOB IS POSTED ON BEHALF OF KRONOS, THE IIAR CANNOT BE HELD LIABLE FOR THE CONTENT]

Kronos Incorporated is seeking a self-starter who is seasoned in high-tech industry influencer relations. In this individual contributor role, you will be responsible for driving a communications program that clearly conveys Kronos messages regarding our company strategy, product and industry direction, and competitive differentiators to influential analysts, associations, and other influencers. Bachelor’s degree and a minimum of five years of experience in communications field preferred. Reports to senior director of corporate communications.

Details here: Job Information: Manager of Analyst Relations Job

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IIAR PRESS RELEASE: THE IIAR ANNOUNCES ANALYST RELATIONS CERTIFICATION

London, 1 October 2009: Today, the Institute of Industry Analyst Relations (IIAR) is announcing its Analyst Relations Certification examination, the first independently administered qualification for analyst relations (AR) professional.

The examination is aimed at encouraging AR managers to master best practices, analyst protocol, and basic knowledge of the industry.

AR professionals who take the examination, which consists of a multiple choice test on a wide range of topics related to the discipline and execution of analyst relations, are deemed “certified” by the IIAR. The test is administered by the IIAR and is open to both members and non-members. The fee is £100 for non-members and includes the opportunity for one retake if candidates initially fail the test. The exam is free for IIAR members.

In addition, the AR Certification examination will form the foundation level for an Advanced AR Certification, which is currently under development. The Advanced AR Certification is aimed at AR professionals with four or more years of experience, and assessment will be based on length of service, proven track record and contribution to the enhancement of analyst relations as a profession.

Peggy O’Neill, Board Member of the IIAR, said “We’re excited to be launching the AR Certification examination, which for the first time provides AR professionals with an opportunity to demonstrate their industry experience and knowledge through an independently administered qualification.”

Kathy Nottingham, Director of Industry Analyst Relations for Lawson Software, and the first analyst relations professional to be certified by the IIAR, commented “Industry certification is good for analyst relations professionals as individuals and as a group. While each AR role is unique, the practice of AR has evolved to a point where we have established proven best practices. The IIAR has developed an AR certification test that validates a baseline of AR knowledge and expertise.”

For further information and to view sample questions, please click here.

About the IIAR
Established in April 2006, the Institute of Industry Analyst Relations is a non-profit organisation dedicated to raising industry awareness of the value of analyst relations, promoting and sharing best practice in AR, enhancing communications between vendors and analyst firms, and providing opportunities for AR professionals to meet and network with their industry peers. For further information, visit www.analystrelations.org.

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The IIAR annnounces its new Board

London, 24/09/09 – The IIAR is delighted to announce that its new Board for 2009/10 has been elected as follows:

Thank you to David Rossiter and Sally Elliott for their contribution to the last board, as well as to Hannah Kirkman, our secretary.

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An update from Ovum

Since the last post I wrote on Datamonitor/Ovum/Butler after Mark Meek and David Mitchell came to present at the IIAR London Forum, they have been busy streamlining the organisation and bring together their research products.

I’ve had many conversations with them, and as far as I can tell, they seem to be executing well:

– As promised, the IT brands have all been consolidated under Ovum. Datamonitor provides the line-of business/non-IT research and Orbys provides sourcing research. Butler events are to be co-branded, as Ovum Butler.

– Clients should now have a single sales rep, apart from large international clients where it makes sense to have sales representatives in each market e.g. US and EMEA

– The research portfolio is being consolidated, and new research will all be in a consistent format. This process will take place over the next 3 months or so

– There will be a single team of analysts, with topic coverage areas grouped by horizontal technologies and services under Tim Jennings and the verticals under Ian Charlesworth

– The telco is pretty much unchanged, apart from the addition of a new set of contact centre research

Ovum’s running a webinar tomorrow; I’ve pasted the invite below with their permission.

What do you think?

Ovum Ovum
Imagine a technology analyst firm that understands the specific business issues of your industryWelcome to the new world of Collaborative Intelligence

As of today Ovum has integrated it’s IT offering with Datamonitor Technology and Butler Group creating a single, more powerful research partner under the Ovum brand. In addition Ovum’s 150+ ICT analysts will be working side-by-side with the Datamonitor Group’s 350+ business analysts – an approach which we call Collaborative Intelligence.

This Collaborative Intelligence approach will produce research and analysis that tackles the problem of the business value of IT.

Collaborative Intelligence

Attend our online launch webinar
Dial in and find out why SageCircle – Analysts of Analysts – say “The reorganization shows real promise to shake up the analyst market”.

Join David Mitchell, Ian Charlesworth and Tim Jennings, Directors of technology research who will introduce the new research agenda, Collaborative Intelligence philosophy and how it will benefit your company.

Wednesday 23rd September – 2.30pm GMT, Daylight Time (GMT +1, London)/8.30am EST – Book now >>

http://www.uptilt.com/images/mlopen_post.html?rtr=on&siteid=13120&mid=2098119&mlid=61772&uid=6123813127

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Jeff Mann on Symposium

imageJeff Mann from Gartner has posted an interesting account on How Gartner Symposium Happens.

While it won’t be new news to seasonned AR professionals, it should still be worked in your AR plan to time key tactics and ensure your key analysts understand your company positioning and roadmap before they’re on stage.

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[JOB POSTING] Senior Analyst Relations Manager, Frankfurt

[THIS JOB IS POSTED ON BEHALF OF PSD, THE IIAR CANNOT BE HELD LIABLE FOR THE CONTENT]

 

Senior Analyst Relations Manager (m/f)

Location: Frankfurt am Main

As Senior Analyst Relations Manager you contribute pro-actively to the corporate communication strategy. You act as the primary liaison with all relevant internal groups in planning and implementing communications campaigns, analyst relations initiatives, executive programs, events and product launches. Furthermore you serve as a key contact person with the analysts, with a specific focus on ensuring positive endorsement of our client and its portfolio from the analyst community.

Your tasks:

  • Manage pro-actively all key aspects of the analyst relations (AR) program
  • including planning, strategy, internal communication consulting, implementation of new communication initiatives and management of tactics
  • Act as a primary internal liaison with sales, solution management and development, including top management level, to elaborate the positioning of our clients strategies and initiatives towards the analyst community
  • Position the AR program and its objectives towards internal audiences as well as train and support them to leverage all aspects of analyst relations
  • Ensure targeting analysts with the highest impact on our clients overall business success from a global perspective
  • Monitoring analyst coverage and communicating analyst perspectives back into our clients organisation
  • Plan and manage the analyst relations activities, briefings, inquiries, events and tours
  • Build and maintain excellent relations with key influential analyst

Your profile:

  • University degree in business administration, marketing, public relations or equivalent
  • 5 – 10 years experience in the IT or Telecommunications market, of which preferably 3 – 5 years with analyst company or AR team
  • Strong experience in systems integration and good knowledge of ERP and SCM/PLM
  • Proven success in producing results in a team-oriented environment
  • Ability to work independently and accept responsibility
  • Strong communications, presentation and writing skills (business fluent English skills)
  • Good command of written and spoken German

For further information and to apply, call Tobias Wöhler on +49-(0) 69-138 136-39 or e-mail your detailed CV quoting your salary expectations and your availability/earliest starting date to sales-marketing.frankfurt@psdgroup.com

You can speed up the process of your E-mail if you insert the following Job Reference into the subject of the e-mail: MO/TWO2/419470.

On behalf of our client, a leading global IT Service Provider, we are looking for a

Senior Analyst Relations Manager (m/f)

Location: Frankfurt am Main

As Senior Analyst Relations Manager you contribute pro-actively to the corporate communication strategy. You act as the primary liaison with all relevant internal groups in planning and implementing communications campaigns, analyst relations initiatives, executive programs, events and product launches. Furthermore you serve as a key contact person with the analysts, with a specific focus on ensuring positive endorsement of our client and its portfolio from the analyst community.

Your tasks:

  • Manage pro-actively all key aspects of the analyst relations (AR) program

oincluding planning, strategy, internal communication consulting, implementation of new communication initiatives and management of tactics

  • Act as a primary internal liaison with sales, solution management and development, including top management level, to elaborate the positioning of our clients strategies and initiatives towards the analyst community
  • Position the AR program and its objectives towards internal audiences as well as train and support them to leverage all aspects of analyst relations
  • Ensure targeting analysts with the highest impact on our clients overall business success from a global perspective
  • Monitoring analyst coverage and communicating analyst perspectives back into our clients organisation
  • Plan and manage the analyst relations activities, briefings, inquiries, events and tours
  • Build and maintain excellent relations with key influential analyst

Your profile:

  • University degree in business administration, marketing, public relations or equivalent
  • 5 – 10 years experience in the IT or Telecommunications market, of which preferably 3 – 5 years with analyst company or AR team
  • Strong experience in systems integration and good knowledge of ERP and SCM/PLM
  • Proven success in producing results in a team-oriented environment
  • Ability to work independently and accept responsibility
  • Strong communications, presentation and writing skills (business fluent English skills)
  • Good command of written and spoken German

For further information and to apply, call Tobias Wöhler on +49-(0) 69-138 136-39 or e-mail your detailed CV quoting your salary expectations and your availability/earliest starting date to

sales-marketing.frankfurt@psdgroup.com

You can speed up the process of your E-mail if you insert the following Job Reference into the subject of the e-mail: MO/TWO2/419470.

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Ray Wang named IIAR Analyst of the Year 2009

London, 25 August 2009: The Institute of Industry Analyst Relations (IIAR) today named Ray Wang, most recently Vice President, Principal Analyst with Forrester Research Inc., as its Analyst of the Year for the second year running. Ray was nominated by a global survey of 137 analyst relations professionals. Runners up for the title were Jon Collins of Freeform Dynamics and David Mitchell of Ovum. Jon Collins of Freeform Dynamics was voted the EMEA Analyst of the Year. Perhaps unsurprisingly, given an industry-wide retrenchment in IT research spending, the traditional global analyst firms performed very strongly this year. Gartner, Forrester Research and IDC were ranked first, second and third respectively in the Analyst Firm of the Year category. The three firms were also highly rated in terms of their importance, achieving top three places in five of the nine industry segments. Nevertheless, boutique firms and specialists, particularly those based in Europe, also managed to hold their own in a tough economic environment. Freeform Dynamics, RedMonk and Quocirca all appeared in the top five Analyst Firm of the Year in EMEA, and their analysts scored highly in terms of importance in SMB, developer/IT Pro and Software, and green IT/sustainability, respectively. What do AR professionals most value when working with analysts? In addition to knowledge and market insight, flexibility in approach, responsiveness and willingness to listen all scored highly. “At a time when vendors are having to evaluate carefully where they should invest their limited funds, it is refreshing to see best-of-class analysts receiving recognition for the value they deliver.” said Jonny Bentwood, Board Member for the IIAR. “Now, more than ever before, analysts have to prove their tangible worth and those that provide independence, integrity, flexibility and deep industry knowledge of their specific areas are being recognised as true partners for vendors and IT buyers.”

Commenting on his award, Ray Wang said: “It’s a great honour to be recognised by the IIAR, especially in a year where clients challenge analysts to provide more actionable and personalised advice. As we rely more on social media tools to improve client delivery and outreach, I’m often reminded not to forget the other part of the equation – building strong relationships. In fact, the best AR pro’s I work with master the art of fostering strong relationships and understand that art often trumps science when dealing with people.”

A full list of the winners can be found at http://blog.analystrelations.org.

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Brief summary of the last IIAR Forum presentation by Datamonitor

Duncan Chapple from Lighthouse AR has posted on his blog the following entry: Datamonitor, Ovum & Butler cohabitation makes AR easier (Analyst Equity).

It’s a good summary of the last IIAR London Forum, kindly hosted by David Rossiter from Sunesis and at which Mark Meek / Datamonitor CEO and David Mitchell / SVP IT Research.

Overall, I would say the reactions were very postive, juste tempered by a “wait and see” attitude towards whether they will execute efficiently. This is my personal take on some of the reactions and by no means an IIAR position or the aggregation of all the present members opinions. We can’t say too much as we’re bound by an NDA, but here are my thoughts -for what they’re worth.

Still personally, I think this goes in the right direction and if they they execute it correctly, we will end up with:

  • one single point of contact for the commercial aspects
  • unified deliverables formats and research agendas
  • no more duplication in coverage areas

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AR professionals should canvass inside firms

It’s all too easy to assume that by briefing the lead analyst on a vendor or on a coverage area, your job as AR professional is done.

Don’t…

While some firms have robust sharing practices, such as repositories for presentations and vendor briefing teams that check which other analysts may be interested in a briefing, you can’t rely on those for the following reasons.

  • You know best what you’re trying to say.
    Vendor briefings follow the firms’ coverage model, and it usually works. However, you might want to brief some analysts in a “new” area, as you’re about to launch a new product or respond to new trends. Think for instance of Cisco entering the servers market, Oracle launching apps for the iPhone, etc…
  • Politics hinder the information flow Some topics breach the usual silos within analyst firms and as a result you need to brief several analysts. In an ideal world, we would all be working in happy-family-like-companies and all work together towards achieving the highest customer satisfaction. However, some analysts may not view positively others stepping on their coverage area while others may not spontaneously and proactively share the information. It’s not only job protection, it’s also the fact that they tend to have incredibly busy schedules, with some targeted to produce over 15 notes per year, in addition to the briefings, the sales calls, the events and the customer engagements.
  • Metrics can prevent analysts from collaborating
    The way people are incented can also play a role. In some firms analysts get more brownie points for notes they write solo (which is IMHO as perverse as incentives for long notes). So, do make sure you tell everyone what you’re up to to facilitate collaboration (but don’t force it).
  • The coverage model may not work for what you’re trying to say
    For instance, if your are doing AR for some products that are not part of a firm’s coverage map but may impact the edges of some analysts’ interest areas. There are also firms that have decided to cover “roles”, which can mean that they won’t effectively cover industries. In those cases, try to find a theme that’s of interest to some analysts or propose vertical case studies to horizontal analysts.

Key learning point: look further than the “obvious” analysts, remember your job is to sell ideas and not everyone’s buying off plans!

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