Author Archive | trevoriiar

Around Tom Reuner from HfS Research in 10 questions

Tom Reuner SmallToday we ask our infamous ten probing questions of Tom Reuner (LinkedIn, @tom_reuner) from HfS Research where Tom Reuner is now the Managing Director of IT Outsourcing Research.



1.    What are your coverage areas?
IT and business services. My remit is to drive the HfS research agenda for the “As-a-Service Economy” across SaaS applications, cloud eco-systems and IT. Together with my HfS colleagues I will continue to develop the research around process automation and cognitive computing in both IT and business processes.

2.    What are your opinions of the IT Analysis Marketplace and where do you see it going?
As I am getting old, now and then I indulge in memories of the good old days when I started at Gartner. The industry was in its infancy and even my modest knowledge did go a long way. These days an analyst has to be a segment specialist, being able to consult on very specific problems and be perceived as influencer through social media or more traditional means. The ubiquity of social media has not only changed the channels for research but introduced the notion of immediacy. HfS is at the forefront of reinventing the analyst model and that is part of the reason why I opted to join the folks. However, the downside in the industry is the consolidated nature of the analyst space with clients gravitating toward the big brands largely to mitigate risks and play the brand equity game.

3.    What’s your typical day like?
Luckily there is no such thing as a typical day. Suffice it to say being German I try to be organized but any schedule is constantly being re-written by clients and industry events. Ever since I had my own analyst firm, the boundaries between work and private life are being blurred as the laptop plays a significant part in both spheres. On “quieter” days when I am not travelling even before the first coffee I check the inbox and on industry events. The morning is mostly spend tracking the industry news flow and talk to clients. In the afternoon I will try hard avoid being a master procrastinator as my lovely wife calls it and work on deliverables.

4.    Now, c’mon, tell me an AR horror story?
The AR community is doing a terrific job battling with their internal stakeholders while feeding the insatiable appetite of us analysts for information and briefings. As for horror stories what happens in the community stays within the community. However, where I roll my eyes when companies or AR folks do a blind or unsophisticated tiering. I have worked for Gartner and I had my own firm. – which represent the extremes in the analyst food chain. Having seen one vendor having seating arrangements at a briefing where the front row was exclusively reserved for Gartner folks regardless whether they even cover the vendor was such an eyebrow moment.

5.    How do you position your firm? What is your business model?
As a boutique firm you constantly have to differentiate and to stay ahead of the market. At HfS, we’re the leading analyst authority and knowledge community for the global services industry. We also exist outside of the walls of the CIO’s office and cover business operations, such as finance, HR and supply chain, while most of competitors are still firmly stuck only covering IT and technology speeds and feeds.  We actually get deep into the weeds of business processes to understand how they are enabled and optimized by technology. In addition, our knowledge community of more than 100,000 services professionals is a huge differentiator for us as we can constantly test the pulse of our network with our regular surveys (we talk to more than 5,000 buyers of IT and business services a year). Our webcasts get over 1000 people regularly in them and our research and blogs / soundbites are read by thousands of readers everyday. In short we’re as much as media brand these days as we are analyst – service buyers love our insight and networking, while vendors love our strategic guidance, data and influencer over the buyer.

Our revenues come from four channels: 1) Enterprise uses/buyers of IT and Business Services; 2) “Big 4” Management Consulting firms; 3) Investors and PE; 4) Services and Tech vendors. Our mix is: 1) Enterprise uses/buyers of IT and Business Services – 40%; 2) “Big 4” Management Consulting firms – 15%; 3) Investors and PE firms – 10%; 4) Services and Tech vendors – 35%

6.    What is your research methodology?
A unique blend of thought-leadership that is underpinned by primary research and real-time survey data from our network. The thought leadership is enhanced through broad C-level access while the primary research is leveraging HfS’ vast community, I haven’t come across any other firm with a comparable focus on primary research.

7.    Any favourite AR professional you’d like to mention? Any why?
There are too many to single anybody out, but representative for the community a few names jump to mind. Veterans (in the best sense of the word) like Clare Loxley at HP or Jacqui McCouat at IBM, though they have moved on to pastures new. People like Ani Mukherjee at HCL who has grown in statue ever since we met and we have become good friends and shared the odd cigar. Representative for the many small vendors in process automation who don’t have dedicated AR functions, Daniela Zuin at IPsoft is the pick of the bunch. What all of these folks have in common is that they understand my requirements, are proactive and just fun to do business with.


8.    Any hobbies or favourite restaurant / food that you’d like to share?
I wish there would be more time for escapism, but travel and work takes up a lot of my time. The more I treasure the time we can spend with family and friends, often I end up cooking which I really enjoy. At my advanced age these indulgences need to be balanced by as much sport as possible to stay reasonably in shape. Restaurant? The best find for a long time is the The Chancery in Central London. A new up and coming chef who cooks sublime and innovative dishes.

9.    What is your biggest challenges for the upcoming 6 months? And for the next 30 minutes?
One of the reasons for HfS to approach me was to take their coverage into adjacent segments and to broaden the client base. Some of this research will be taking me outside my comfort zone but that is equally exiting as it is challenging. That is the only way you evolve as an analyst. As a company to scale while retaining the high quality of research and maintaining a unique culture is another challenge that we all will be working very hard on.

10.  Is there another analyst whose work  you rate highly?
I had the privilege to work with many outstanding analysts over the years. Many of them have become good friends and there are too many to mention. When I started out as an analyst I learned my trade at Gartner from shadowing Steve Brazier who now heads up Canalys. Without aiming to flatter my boss, Phil Fersht is constantly redefining the boundaries of what it means to be an analyst. And last but by no means least, Ian Brown at Ovum. He is an unsung hero but one of the smartest and nicest guys in the business.

Related Articles …

IIAR Webinar – A Fiery Fireside Chat with R “Ray” Wang of Constellation Research and Phil Fersht of HfS.
Around Phil Fersht from HfS Research in 10 Questions
HfS Research and Sylvan Advisory combine to form HfS Consulting – a service line of HfS Research

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[JOB POSTING] IIAR Community and Marketing Manager

image002Part-time position available for IIAR Community and Marketing Manager, approximately 2 days per week. Reporting to the IIAR Board with the objective of serving and growing the membership.

Responsibilities include:

  • Manage the administration of events, membership contact and member’s resources for a small, non-profit organisation
  • Handle member and prospective member queries
  • Manage events program including bi-monthly London Forums and monthly teleconferences
  • Manage the IIAR Website/Blog and Members Resource database
  • Create and distribute a monthly Newsletter
  • Occasional membership surveys
  • Manage and post to the IIAR Social Media sites.


  • Analyst Relations experience preferred
  • Knowledge of WordPress, MailChimp, SurveyMonkey, Huddle and Google business apps an advantage.

Location: UK with travel to London. Willing to discuss alternative locations.

For further information, please contact dpaul(at)analystrelations(dot)org

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IIAR Webinar: with Laurent Calot, CEO of CXP Group – April 23 @ 16:00 BST

CXPAnnouncing an IIAR Webinar on 23rd April at 1600 UK, (1700 CET, 1100 ET, 0800 PT) during which Laurent Calot, CEO of CXP Group (includes PAC and BARC) will update IIAR members of the progress since acquisition and his views on European research firms in the global ecosystem.

To attend register <<Here>>. IIAR Webinars and all IIAR Events are free to attend for members, there may be a small charge for non-members. Why not Join Now ?

Related Posts …

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Forrester Research Chief Marketing Officer to Speak at IIAR UK Forum – 30 April 15

IIAR UK Forum and Webinar with Victor Milligan, CMO at Forrester Research

Victor-Milligan SmallForrester’s new Chief Marketing Officer, Victor Milligan, will be coming to IIAR UK’s member event on Thursday, April 30, 6-8 PM UK time, to discuss the company’s “Age of the Customer” strategy and the future direction of its Marketing organization.
You will leave this meeting with an improved understanding of what Forrester has in store for 2015, including updates on go-to-market model, key research themes, new products, and what it means for AR pros.

What: IIAR Forum and Webinar with Victor MilliganChief Marketing Officer at Forrester Research
 Central London location confirmed to all who register  to join the live event
When: 30th April 2015, webinar starts at 1800 UK Time, 1900 CET, 1300 ET, or 1000 PT
Who: Free for IIAR Members. All AR Professionals are welcome, IIAR Membership not required (See note below)
Register: For Webinar register <<HERE>>. If joining for the Forum in Central London, confirm by completing the form below.

This event, as ever, is free for all IIAR Members and (as a special “try-and-buy”) is free to attend for all AR Professionals. Complete the form below to register – now !

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[JOB POSTING] Snr Expert – External financial reporting – London

HuaweiObjectives – Unique value the post will bring

Transparency: to ensure that there is a fair understanding of the company’s business performance that is valued by external stakeholders;

Confidence: not only to have confidence about the reliability of our financial statements, but also truly generate buy in and understanding of the key messages about Huawei’s business including its markets, margins, trends, including in comparison to competitors

Role orientation (general skills covered)

Accountant + financial analyst, compliance + value added disclosures, external financial communications + analyst relations + accounting insight

The overall responsibilities for the head of the External Financial Reporting role include:

A significant involvement in the design and content of the Annual Report, both the Financial Statements and the Front Half, and in the preparation of Financial Communication and Analyst presentations and interim results announcements, if applicable.

Financial communications: engaging with the external community (however defined) and presenting the financial results in an insightful and compelling way, including at external conferences(for instance, Annual Global Analyst Summit).

Financial analysis: “question spotting” what external parties will want to know when they read the Huawei Financial Statements and compare them with competitor and industry trends. Critically appraise, and thereby seek to improve upon, current output.

Financial reporting compliance: ensuring the highest standards of compliance and best practice reporting, on a level with public company peers in Europe and the USA, both listing requirements and IFRS disclosure and reporting requirements.

Job descriptions / Position Responsibilities:

  • Design and review the Group’s financial reports (annual financial reports,interim financial reports and other financial communication presentations)
  • Prepare the relevant financial parts of annual reports and other external filings, and review other content (such as business review, market trends, etc.) and propose amendments in line with best practice developments
  • Assist in reaching a consensus between the Company and the auditor about the contents of financial reports presentation and disclosure
  • Handle financial reporting related enquiries from regulatory bodies, if applicable.
  • Play an active role in organizing and, where appropriate, presenting at external financial communication events, for instance, the corporate performance presentation at the GAS and other forms of financial communications with capital markets, industry analysts, the media and other external stakeholders.
  • Provide external financial communication support, such as transmission of key financial reporting information to the Group CFO, BG CFO, Regional CFO, or other financial executives to support their external communications, which may include the preparation of key messages, Q & A material, and, where applicable, face-to-face briefings and presentations.
  • Provide guidance on corporate communication to the platform companies and/or other significant Huawei subsidiaries on their external financial reporting activities, where necessary
  • Based on the insights obtained from an external perspective, trigger improvements in the company’s internal management and financial management, as measured by the ability to serve the needs of the external financial communication community.
  • Conduct industry analysis and share that analysis to support internal management and financial management
  • Identify improvement in the relevant processes such as external financial reporting and the external audit

In order to achieve the above objectives, candidates will typically be expected to:

  • Keep apprised of developments in the rules and regulations around disclosures on relevant capital markets
  • Keep up to date on any developments in accounting standards (IFRS & US GAAP) that will impact the financial statements/annual report, especially the financial disclosure related requirements.
  • Understand and report on the regulatory dynamics more broadly
  • Analyse the company financial statements regularly from an external perspective, drive the internal finance staff or accountants to support the analysis.
  • Based on the analysis and related communication with directors of accounting, finance or business, build a network inside Huawei better to understand the Business, Accounting and Finance more in-depth
  • Become familiar with the Company’s strategy, management system and management philosophy
  • Analyse other company financial statements as part of regular peer analysis, and compare with the Company’s financial reports and business performance.
  • Understand and review the industry analysts’ and financial institutions’ view ofHuawei, and other companies within the industry. Understand their key demands.
  • Understand and review industry developments and how they will impact Huawei’s external reporting.

Job Id: 61851534
Location: London
Company: Huawei Technologies
Job Type: Permanent
Contact: Suhuan Wu
Reference: Totaljobs/External financial reporting
Apply: <<Here>>

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[JOB POSTING] Part-time VP Marketing – London, UK

Capability JaneOur client is a privately owned London-based software business with a successful track record within the UK Cyber security market.

They are currently looking to significantly scale up their activities across a range of new market segments. This is a newly created senior role to own all strategic and operational marketing activities.

The part-time VP Marketing will be responsible for creating a well-defined and articulated marketing strategy, targeting the right customer needs and opportunities, as well as efficient marketing-supported execution through conventional sales or digital demand generation.

They are looking for an individual who can grasp the technical complexities of the industry, think strategically, as well as ensure successful marketing execution, be that from the team they manage or with their own sleeves rolled up. Working closely with the CEO and Head of Sales, the candidate will move comfortably between market analysis, product strategy and pioneering effective demand generation campaigns.

The successful candidate will significantly impact the firm’s growth and profitability by taking ownership of brand, product positioning, product marketing and go-to-market strategies for the full portfolio of their secure mobility products and solutions.

Principal duties and responsibilities:

  • Strategic planning, including market analysis, product positioning and go to market strategies
  • Develop all marketing communications and own data content including branding, website, public relations, social media, analyst relations, events and collateral
  • Create and manage programs for demand and lead generation
  • Work closely with the Head of Sales to develop and manage channel and partner strategies and programs, tracking metrics and success criteria
  • Oversee product management including market and customer research for product requirements. Liaise with engineering for product development, pricing and lifecycle management
  • Manage product marketing including product launch management, sales and partner training, presentations and sales tools
  • Engage with the CEO and executive team members to identify and develop strategic alliances.


  • Significant (8+ years) marketing management and / or product marketing experience in the software industry, with increasing levels of responsibility
  • Proven B2B marketing skills with a track record achieving revenue and profitability goals
  • Willing and able to take a practical hands-on and strategic marketing role in an agile, entrepreneurial and growing business
  • Strong commercial acumen and good proposal development – monitor and analyse market trends, competitors’ products and services
  • Experience in strategic planning and collaboration with executive, product, sales and other key operational and strategic groups
  • Proven ability to quickly learn new and evolving technologies and translate technical specs and product features into product benefits and customer use cases
  • Empathetic communicator and influencer with the ability to establish and maintain effective working relationships with cross functional and / or remote teams
  • Experience managing and motivating marketing and / or product marketing teams
  • Experience conducting comprehensive research and developing internal and external briefing materials, including white papers, for a broad audience
  • Experience of and confident in dealing with analysts and media
  • Driving licence and willing to travel.


  • Competitive package based on skills and experience
  • Up to £100K FTE basic salary
  • Profit related bonus scheme
  • 25 days annual leave
  • Wide range of employee benefits, including private medical insurance, pension scheme and life cover.

Location: Central London
Salary: Competitive including a profit related bonus (dependent on skills and experience)
See more and apply: <<Here>>


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[JOB POSTING] Senior AR Manager for AWS – Seattle, US

AWSAmazon Web Services (AWS) seeks a creative, self-motivated, high-judgement, well-connected and experienced analyst relations (AR) professional to help drive its communications program. The AWS cloud computing platform is used today by hundreds of thousands of businesses and developers around the world, ranging from start-ups to Fortune 50 enterprises. These companies are consuming compute capacity, storage, database services and more in the cloud, rather than undertaking the heavy lifting of maintaining their own data centers. By implementing systems on these foundational components, businesses can focus on adding value to their customers and getting to market quickly rather than worrying about building and scaling physical infrastructure.

Cloud computing is arguably one of the most impactful developments in technology within the last 20 years. AWS is a pioneer and leader in the fast growing field of cloud computing. The successful candidate will have the unique opportunity to drive execution of our AR program. The AR Manager role is tasked with driving awareness of the rapidly expanding number of services in the AWS technology infrastructure portfolio. The AWS AR Manager must be comfortable with balancing strategic thinking with tactical, detailed execution while working independently, sorting through ambiguously defined problems, identifying and facing big challenges, and adjusting to sudden and frequent change.

The ideal candidate is motivated by learning in a highly creative and dynamic culture where they will need to participate in the challenge of breaking new ground and redefining best practices. In this role, the candidate will have a direct opportunity to impact AWS results, helping to innovate AR processes and communications as needed. The right candidate possesses media/analyst experience/relationships, is an expert at writing and creating stories, can quickly understand technically deep topics, successfully managed numerous Gartner Magic Quadrants and Forrester Waves, and possess a proven track-record of securing powerful coverage results.

Company: Amazon
Location: This role is based in Seattle, WA, USA, and will require periodic travel
URL Link to Vacancy: <<Here>>, includes full details of candidate requirements

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IIAR Webinar Featuring Apps Run The World – 24th March, 2015

Albert Pang

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What: Webinar and post-event get-together
 Central London location confirmed to all who register
When: 24th Mar 2015, webinar starts 17:00 UK , 18:00 CET, 13:00 ET, 10:00 PT
Who: All AR Professionals are welcome, IIAR Membership not required

Join Apps Run The World and its leaders including President Albert Pang (@appsruntheworld) and Research Manager Miso Markovski (@glusce) for an update on one of the fastest-growing market-research firms covering the ICT space. Apps Run The World research team will discuss their unique blend of supply-side and demand-generation research offerings that could reshape the world of market research, or for that matter how ICT vendors target specific market segments. An added bonus, for those who can make it, join the Webinar live and the post-event get-together in Central London – free drinks and lots of great conversations.

This event, as ever, is free for all IIAR Members and (as a special “try-and-buy”) is free to attend for all AR Professionals. Complete the form below to register – now !

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[JOB POSTING] Analyst Relations Manager – US, CA

Splunk02Splunk is looking for a highly motivated and energetic candidate to join our Marketing team as an Analyst Relations Manager. This is a great opportunity with a strong potential for growth. The role will report to the Senior Director of Messaging and Influencer Programs.

The Analyst Relations Manager is responsible for facilitating regular contact with the analyst community, driving strategic analyst relations programs, collaborating with Splunk sales, marketing, product management and company executives to engage with analysts on new product enhancements, company news and strategic initiatives.

This position will accelerate and evolve the Global AR program helping the company to:

  • Develop more strategic relationships with our growing global community of analysts
  • Broaden visibility of Splunk, our strategy and products
  • Highlight our customers’ most strategic and impactful (ROI) use cases
  • Positively shape analysts’ opinions and market perspectivesEnhance and extend global marketing programs using analyst content

Responsibilities: I want to and can do that!

  • Oversee, develop and execute a range of industry analyst relations programs
  • Assist with the coordination of analyst briefings, inquiries and interactions
  • Provide guidance on proactive and strategic analyst interactions
  • Assist in completing industry analyst surveys – Magic Quadrants, Market Guides, Waves, Vendor Ratings and Technology Audits
  • Own a research calendar for core Splunk markets
  • Manage analyst firm contract deliverables – strategy days, webcasts, key research deliverables
  • Ability to create briefing documents
  • Help maintain AR information in internal data stores and on the corporate Web site
  • Submit purchase orders and approve payments, track expenses related to events
  • Provide feedback on content and prep spokespeople for analyst interactions
  • Clearly articulate Splunk value, including product differentiation and vision
  • Coordinate execution with other disciplines including PR, product/industry marketing and events
  • Manage analyst forum at annual user conference

Requirements: I’ve already done that or have that!

  • 5-7years of experience, ideally in B2B technology, in a Public Relations or Analyst Relations setting
  • Bachelor’s degree in Marketing, Journalism, English, Business or related field
  • Interpersonal skills to support existing and enhance new relationships with industry analysts, internal teams and others outside the formal lines of authority
  • Be a trusted partner internally with the ability to staff analyst meetings, manage timing and meeting flow, share thoughtful notes with stakeholders, own follow up
  • Organizational skills required to manage multiple concurrent projects in a fast paced environment
  • Be a great team player – willing to jump in and help others, take on new responsibilities
  • A proficiency in writing: PR or Journalism background is preferred
  • Flexibility to arrange/staff global briefings in multiple geographies and time zones
  • Proficient with standard business applications specifically Microsoft Office – Word, Excel, PPT

About Splunk

Splunk was founded to pursue a disruptive new vision: make machine data accessible, usable and valuable to everyone. Machine data is a fast growing and pervasive part of “big data”—generated by every component of IT infrastructures, applications, mobile phone location data, website clickstreams, social data, sensors, RFID and much more.

Splunk is focused specifically on the challenges and opportunity of effectively managing massive amounts of machine data, and providing a next-generation platform for powerful new applications. Since shipping its software in 2006, Splunk now has over 7,900 customers in 100 countries around the world. These organizations are using Splunk to harness the power of their machine data for application management, IT operations and infrastructure management, cybersecurity, compliance, web intelligence, business analytics and more. Innovation is in our DNA – from technology to the way we do business. Splunk software has become a platform for machine data!

Splunk has more than 1,000 global employees, with headquarters in San Francisco, an office in Cupertino, CA and regional headquarters in London, Hong Kong and Singapore.

We’ve built a phenomenal foundation for success with a proven leadership team, highly passionate employees and unique patented software. We invite you to help us continue our drive to define a new industry and become part of an innovative, and disruptive software company.

Location: San Francisco, CA, United States
Job Type: Full-Time

Full details and applications <<Here>>