As 2017 is shaping up to be a Tectonic Year when it comes to Analyst Relations the IIAR will be holding a London Forum on April 27th and on the evergreen topic of AR Best Practice, IIAR members are invited to share and debate best practice relating to Analyst Relations, Ludovic Leforestier (LinkedIn, @lludovic), will moderate the session. This will be followed by a NelsonHall Session on Getting the Message Out in a Post-Truth World, presented by Rachael Stormonth (LinkedIn, @rstormonth), Guy Saunders (LinkedIn, @GuySaunders1), Paul Connolly (LinkedIn, @Paul_NH), John Willmott (LinkedIn, @John_NH) Continue Reading →
What better way to kick off the start of the new year than a “How to Guide” for Getting Started in Analyst Relations.
Lyn Fariello, (LinkedIn, @) will talk through everything you need to know from the practical aspects of managing a briefing and analyst evaluation through to the strategic aspects like identifying and managing stakeholders, key targets and planning.
Webinar fatigue is now as common as the cold
Let’s face it, to say the webinar scene is overcrowded would be a monumental understatement. Webinar fatigue should come as no surprise. After all, I seem to receive a new webinar invitation every other day. While many of them sound super interesting, who has time to sit on webinars all day? I often find myself signing up for many more than I actually attend. Webinars, if done right, are a lot of work (the ultimate webinar project plan here). Is it worth the time and effort? I must admit that I am still a believer. I consider webinars to be a great platform to interact with customers, prospects and the wider audience. So how can you make sure they’re successful? Continue Reading →
Working with sales is easy. Just think like a salesperson!
Working with sales should come naturally to a marketer once you get into the head of your sales colleagues. More than once I have been accused by my colleagues of “sounding like a salesman”. While not often meant as a compliment, that’s how I take it. If truth be told, I have spent a few of my years in the Sales trenches and believe that’s what gives me a unique perspective on working with sales.
Just like in any relationship, to really get to know someone, you need to understand what makes a person tick. The thing I really loved about being in sales, is that in most cases, it’s easy to know what you should be doing and how it’s measured. Mostly it’s about the target. OK, there may be other KPIs thrown in for flavor, but it’s the target that really matters. That’s pretty much what makes sales people click and how to get there is what keeps them awake at night. The key to working with sales is helping them reach and pass that target, quarter after quarter, year after year. Do this, and they will always be there for you. Continue Reading →
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.
Continue Reading →
This new IIAR Best Practices Paper will be resented by Susan Galer (@smgaler, LinkedIn) in an IIAR Webinar moderated by Ludovic Leforestier ( LinkedIn @lludovic), Bearing Point and IIAR Board, this how-to webinar is designed to go beyond textbook best practices, providing step-by- step techniques you can put in place immediately to:
- cut through the noise and determine which analysts really matter to your company
- forge ahead even when you don’t have a business plan from internal stakeholders
- match your organization’s objectives to the analyst’s true scope of influence
- answer hard questions to bridge the gap between expectations and reality
You’re an innovative and growing software vendor, I get that. You’ve got a fab new product that’s going drive dramatic benefits for enterprise customers, I get that.You’ve even got a blog to push out great customer stories now and then, I get that too.
But how do you accelerate growth without piling on expensive sales guys? And how do you make it easier for the large corporates to find you and get comfortable placing big orders with you?
ANSWER: You create relationships with the analyst community. And here’s why. Continue Reading →
To kickstart Q3 and the forthcoming events season, the U.K. Chapter of the IIAR has organised an evening of healthy debate, intelligent content and responsible drinking.
Agenda – Wednesday 14th September 2016 – London
- 1800: Welcome drinks
- 1815: Welcome note & update by the IIAR Board
- 1830: Tutorial: Case studies in Effective External AR support, Dominic Pannell /Buzz Method (LinkedIn, @buzzmethod)
- 1900: Panel discussion – Creating AR impact – are agencies an asset or a threat?
Chaired by Ludovic Leforestier /Bearing Point and IIAR Board (@lludovic, LinkedIn) with
- 2000: Analyst firm spotlight with Aditya Kishore / Heavy Reading (an Informa company)
- 2045: Drinking Class on Gin presented by Paulina Michelak, By The Bottle
- 2115: networking sponsored by Tenderlake and By The Bottle – Networking Through Responsible Drinking
Launching an industry analyst relations (AR) program takes elaborate research and planning. Unlike simpler functions that a technology or service provider can delegate or outsource with minimal involvement, AR requires the continuous participation of stakeholders from a broad cross-section of the business––from corporate strategy to business-unit marketing, through to delivery and finance. Simplifying the creation of a new AR program requires defining its anchor points––the guiding forces necessary to give a direction to it and keep it on track.
Let’s take a look at three essential anchor points, which can serve as the compass of your organization’s AR program: Continue Reading →
Summer is upon us and though that means wet weather for Caroline Dennington in the UK and heatwaves and wildfires for Caroline’s writing partner Phil Nash, analyst relations (AR) professionals around the globe are getting ready for another busy event season with the industry influencers.
InfoSec and Forrester Forum have already taken place in London and once again, Gartner Security & Risk Management Summit in Washington, exceeded all expectations attracting a huge delegate audience and of course, hundreds of analysts!
With Symposium, IDC Directions, Catalyst, BlabkHat and numerous other major events such as Sibos and ACAMS on the calendar, how can AR Managers ensure they secure relevant analyst time at these events and importantly, engage their executives and sales personnel in meaningful conversations? Continue Reading →
Peggy O’Neill, Senior Director, Analyst Relations at Informatica, (@pegoneill, LinkedIn) is the IIAR AR Professional of the Year 2016 for North America. In this interview, she discloses a few best AR practices from her own shop.
- What’s been your career path to becoming an AR pro?
I was a former analyst at Gartner and Nielsen/NetRatings and Oracle recruited me to head its analyst relations program in 2001.
Receiving a request for information (RFI) from an analyst firm often triggers two reactions among analyst relations (AR) professionals––first, the thrill and gratification of having the business on the radar of a relevant analyst; and second, the anxiety of responding to the RFI with comprehensive and accurate information.
Analyst-firm RFIs are complex beasts. Managed well, they can be a technology/service provider’s (TSPs) gateway to the much-coveted “star” ratings, rankings, and mentions in analyst firms’ research. On the contrary, poorly managed RFIs can end up misinforming analysts, leading them to build an inaccurate analysis of your company.
Responding to RFIs takes a lot of diligence, but the process can be simplified and made more manageable. Here are eight things you can do to ace RFIs and minimise the overwhelm. Continue Reading →
The IIAR German Chapter is planning a networking event in a Munich Beer Garden, AR professionals and analysts alike are invited. One of Munich’s famous beer gardens will provide a great relaxed environment in which to exchange news and experiences of the AR world.
As a key topic for this Stammtisch, we’ve chosen “How Analyst Relations and Sales need to become best friends”. Understanding the changing sourcing patterns in the wake of digitization is key for Analyst Relations Professionals aiming at supporting effectively sales and marketing.
Crisp Research will speak about the changing business models of analyst houses vis-à-vis the digital transformation and the changing sourcing strategies. Continue Reading →
This is the fifth 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 promoting your organization’s inclusion in an analyst report.
Often times, before committing to participating in an industry analyst report, subject matter experts will say to their AR colleagues, ‘What happened with the last report we participated in? What did we get out of it?’ In many organizations, it’s not realistic to send the report to the marketing team simply asking them to leverage it, as they have many other commitments and deliverables and might not understand the value of the report and how to make best use of it internally or externally. Continue Reading →
It’s universal––the bittersweet relationship between sales and delivery functions. Industry analyst firms are no exception. The subject of bringing in more business for analyst firms is perhaps the biggest cause of friction between account managers and industry analysts, especially where senior analysts have P&L responsibility.
A typical scenario plays out something like this: analysts, in their capacity as advisors, tend to enjoy greater proximity to technology/service providers and buyers––and assert to know more about business leads for the firm than account managers do. Account managers, on the other hand, tend to disagree and think that analysts aren’t willing to stretch beyond their comfort zones to bring in more dollars…and on the argument continues. Yet, once this friction is transmuted into collaboration, engagements with clients and prospects become richer and more consistent, and untapped business opportunities start to open up. Continue Reading →
This 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 →
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.
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.
With a background as both an analyst relations (AR) professional and an industry analyst, I have seen what happens on both sides of the fence, and communication between the two sides is not always straightforward. Hence, this is the first in a series of blogs for AR professionals containing tips and pointers on how to ensure that the AR/analyst relationship stays smooth. Topics will include briefing preparation and follow-up plans, promotion plans for report placement, and industry analyst days. As it’s that time of year, I’ll start by taking a look at AR planning. Continue Reading →
Industry Analysts – Love ’em or hate ’em, but ignore them at your peril
Industry Analysts range from the boutique one-man band to the behemoth Gartner. Industry Analyst firms exist to fill a gap in the market – namely providing expertise in a particular field, so decision-making becomes easier. That’s the theory anyway, the reality is somewhat more complex.
Industry Analysts spend a great deal of their time speaking to buyers and sellers of technology, which means that are speaking to your customers, prospects, competitors and then some. To provide the best advice to their customers, analysts need to cut through the BS in the market. Why is there so much BS? That’s easy, everyone has an agenda and often a different point of view. Analysts can fall in love with your company or technology and tell everyone they meet. They can also not like you personally very much and tell everyone or no one. Continue Reading →