Archive | AR briefing tips

[GUEST POST] Do’s And Don’ts For Analyst Interactions by Chase Cunningham / Forrester

Chase Cunningham, Principal Analyst, Forrester

Having just been through an onslaught of work related to the Forrester Wave™ evaluation on Zero Trust eXtended ecosystem platform providers, I think that it’s worthwhile to put some guidance out there that might help folks as they interact with analysts (well, me, mainly, but maybe it will help with others, as well). And a disclaimer: I don’t actively work with folks at other analyst firms, so take my humble advice here with a grain of salt; every analyst is a bit different, and each firm has its own way of doing things.

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IIAR Webinar: Introducing CCS Insight – and how they make sense of the connected world

CCS Insights LogoCCS Insight is a longstanding research firm headquartered in the UK, but with reach and clients into wider EMEA, the Americas and Asia Pac. This specialist technology market intelligence and advisory firm provides tailored, decision-ready solutions to their client base to help them ‘make sense of the connected world’.

This April 17th, we invite two of CCS Insight’s finest, VP of Research Martin Garner (Blog, @martin_garner, LinkedIn), and Principal Analyst for Digital Workplace Angela Ashenden (LinkedIn, @aashenden), to give us an overview of the firm’s research and advisory services and practice areas, and touch on their upcoming 2020 Predictions, a must-not-miss annual event in the diary for their clients. Continue Reading →

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[GUEST POST] Tips to Ensure a Productive Analyst Briefing

IIAR blog: illustration for post on briefing best practices by Cindy Zhou / ConstellationSince becoming an industry analyst almost two years ago, I’ve sat in on nearly 100 vendor briefings and have some tips and do’s/don’ts to share to help you prepare for your next analyst session. First, know that Constellation is a firm very accessible to technology companies of all sizes and no, you don’t have to be a client to brief us. Based on availability and relevance to my coverage areas, I’m happy to take the call and enjoy helping young start-ups.

Let’s ensure we both get the most out of our limited time together, so here are my tips for you :

Do:

  • Be respectful of the analyst’s time. Our free briefings are 30 minutes, and if I’m able to, I will often extend to 45 mins (at my discretion).
  • A little light research to understand who I am and my coverage areas (Marketing (B2B and B2C), Sales, and Customer Experience. I prepare by visiting your company website and learn about you on LinkedIn before the call, please extend that courtesy.

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[GUEST POST] How to Create a More Compelling Analyst Event

Yawning catI thoroughly enjoyed and could very much relate to Jon Reed’s recent post, How to screw up a vendor analyst day – in 12 simple steps. So much so that I’m inspired to write my own take on how to create a more compelling analyst event that’s more rewarding for all involved.

Vendors spend a lot of time and money on these events. Presumably, they want to deepen their relationships with analysts and influencers, and give them the insights they need to offer constructive feedback and provide perspectives to the broader market. However, like Jon, I’m constantly amazed at how often they seem to miss these marks–as evidenced by analysts that have tuned out to look at news, email or sports on their laptops or phones. So here are my suggestions for how to create an analyst day that will help you better engage with analysts. Continue Reading →

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Wrap-up: IIAR Germany 2018 kick-off

IIAR German Chapter meeting at Restaurant Ella, MunichA few inches of snow in the deep midwinter in Munich didn’t stop the 2018 IIAR German chapter kick-off from going ahead, with six intrepid AR professionals getting together to exchange news, views and the occasional snippet of gossip – under Chatham House rules, of course.

Hosted by IIAR Germany chapter leads Yvonne Kaupp (@YveKauppLinkedIn) and Simon Jones (@simondestrierLinkedIn), the networking event was focused on the topic of “how to run an effective inquiry”, with IIAR members and guests (our “prospective members”) sharing best practice and experiences. One point which came through loud and clear is that everyone is nervous about running their first analyst inquiry calls – usually related to having enough questions to ask in a 30-minute call. Continue Reading →

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[GUEST POST] What is your product and what does it do? by Adrian Sanabria / Threatcare

Adrian Sanabria / Threatcare, guest post author on the IIAR websiteThis post by Adrian Sanabria / Threatcare (@sawaba, LinkedIn) was first published here on his blog.

 

Lessons I learned trying to make the most of vendor briefings

I’ve always been a sort of ‘cut-to-the-chase’ kind of guy. I’m self-taught when it comes to security and technology. Over the years, I’ve learned how to skim through a book, article or website to extract the important information. Sometimes I’m just trying to figure out how to do something, or I’m looking for an answer to a specific question.

Just tell me what time it is, I don’t need to know how atomic time clock frequency standards work.

Conversely, I also have an appreciation for context and a good story — as long as you eventually get to the point.

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[GUEST POST] Analyst Briefings: The Delicate Business of Client References, by Vicki Jenkins / Nelson Hal

Vicki Jenkins / NelsonHallThis is the fourth in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at using client references and case studies in the briefing process.

Quite often, participating in an analyst report requires providing client references as part of the briefing process, and in the area of outsourcing these can be rather difficult to secure. It is important to develop relationships with your sales and client services teams and to let them know about upcoming analyst reports that will require references so they can assist you without it being a fire drill. Knowing that references are required well in advance also enables your colleagues to select references appropriately, and avoid overusing certain clients where they are handling multiple requests for the client’s time. Continue Reading →

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[GUEST POST] Analyst Briefings: Preparing for Success, by Vicki Jenkins / Nelson Hall

By Vicki Jenkins / Nelson Hall (LinkedIn@VickiJ_NH) Vicki Jenkins / NelsonHall

This is the third in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a more detailed look at preparing for analyst briefings.

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[GUEST POST] Analyst Briefings: Are you a Strategic Team Member or the Note-Taker? by Vicki Jenkins / NelsonHall

Vicki Jenkins / NelsonHallBy Vicki Jenkins / NelsonHall  (LinkedIn,  @VickiJ_NH).

This is the second in a series of blogs for AR professionals containing tips and pointers on how to optimize the relationship between AR and industry analysts. Here I take a look at the role of AR in the briefing process.

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[GUEST POST] Key Requirements for Vendors When Briefing Software Analysts, by Natalie Petouhoff / Constellation

Natalie Petouhoff / Constellation (IIAR)By Natalie Petouhoff (@drnatalie, LinkedIn) from Constellation Research.

In any given week, analysts hear many pitches. What may not be apparent is “How engaged is the analyst?” So if you are a vendor, how do you engage an analyst? First, don’t be one of those people who is more interested in getting through all your slides in the short period of time you have with the analyst versus really having an engaging conversation with the analyst. Continue Reading →

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[GUEST POST] Maximizing the impact of an analyst briefing – 2 of 2 by Richard Stiennon / IT-Harvest

 By: Richard Stiennon, Chief Research Analyst at IT-Harvest and a former VP of Research at Gartner

The second of a two-part blog on ’Maximizing the impact of an analyst briefing’. This is an adapted excerpt from Richard Stiennon’s book – Up and to the RIGHT: Strategy and Tactics of Analyst Influence. You can read part 1 here. The IIAR will be holding a webinar with Richard on October 4th to hear more about his book and IIAR members wishing to buy his book will receive a 50% discount.

Build a relationship

Every interaction with the analyst builds on your relationship but the briefing is a structured opportunity to establish a communication bond. It is important to identify who is going to represent the company to the analyst.  Contact consistency is key. If a different person briefs the analyst each time, they are not going to know anyone at your company at all. There are two separate bonds to create. The bond with the AR/PR person and the bond with the product person. Continue Reading →