Institute of Industry Analyst Relations (IIAR)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.
The next Best Practice paper in the IIAR>’s new series on best practice will focus on a topic that should be close to the heart of every AR professional: AR Measurement.
Often thought to be the Holy Grail of AR, how can a vendor (cost-) effectively track the true RoI of engagement with industry analysts? Is it about recommendations and proving influence over deals? Perhaps you are tracking touchpoints, endorsements, the number of Magic Quadrants in which a vendor is included, or even the number of times your favorite analyst tweets about your brand. Or perhaps you focus on softer factors such as analyst sentiment?
We’ll take a deep dive into this evergreen topic in an interactive IIAR> session co-hosted by Nadia Nizar (@nadianizar, LinkedIn), at Resonance and IIAR> Board member Simon Jones (@SimonDestrier, LinkedIn). This is the first step in the production of a new IIAR> white paper on successful measurement strategies.
We invite you to join us and share your views: We are gathering opinions on effective AR measurement from IIAR> members, so make sure your views are heard! We want to listen to different voices and encourage a healthy debate. Also – join us and chime in if you’re interested in learning more about AR measurement – we’d like to understand your priorities.
Hard on the heels of Gartner’s presentation to IIAR> members on its new initiatives for AR professionals, we’re opening up the conversation to our member in an open forum session.
Join us for a no holds barred debrief – to be held under the Chatham House Rule – where we’ll drill into the thought-provoking insights shared by Gartner’s Matt Goldman and Lindsay McKinney. Register now for the moderated open forum discussion to be held on Thursday June 18th at 0800 PDT / 1100 EDT / 1600 BST.
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 →
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.
The topic for our panel discussion is an evergreen one: should vendors keep AR in-house or could they benefit from external support?
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
The third IIAR Stammtisch meeting in Germany will bring together AR professionals with a focus on the German market to discuss common ground and exchange news and views, during after-work drinks in a popular Munich bar.
The IIAR German chapter networking event will be held on Tuesday, October 20, at the Ella restaurant/ Lenbachhaus in Munich. IIAR Sponsors the first round of Drinks.
As a key topic for this Stammtisch, we’ve chosen “Analyst Relations for medium-sized businesses and what it can teach to AR professionals of large companies and vice versa”. Once again we are inviting locally-based analysts to join us.
As an AR professional, you should not miss this opportunity to join the biggest industry gathering of your peers in Germany this fall. To be part of the event, please RSVP as soon as possible. Note, IIAR membership is not required (but encouraged) for event attendees.
What else is going on in the German IIAR Chapter?
We are currently working on a whitepaper reflecting our discussion at the IIAR Stammtisch back in January. This will discuss the value of AR, the challenges AR pros are facing in their daily internal discussions and presenting also a wish list of AR and a wish list of analysts. This whitepaper will shared soon via the IIAR.
The third IIAR Stammtisch meeting in Germany will bring together AR professionals with a focus on the German market to discuss common ground and exchange news and views, during after-work drinks in a popular Munich bar.
Hosted by Yvonne Kaupp, the IIAR German chapter networking event will be held on Tuesday, October 20, at 7 p.m. at the Ella restaurant/ Lenbachhaus in Munich. Reserve your space here
As a key topic for discussion, we’ve chosen “Analyst Relations for medium-sized businesses and what it can teach to AR professionals of large companies”.Once again we are inviting locally-based analysts to join us.
This is a key opportunity for AR professionals to join the biggest industry gathering of AR professionals and peers in Germany this fall. Note, IIAR membership is not required (but encouraged) for event attendees.
What else is going on in the German IIAR Chapter?
We are currently working on a whitepaper reflecting our discussion at the IIAR Stammtisch back in January. This will discuss the value of AR, the challenges AR pros are facing in their daily internal discussions and presenting also a wish list of AR and a wish list of analysts.
A growing issue for AR pros and their companies is defining what ‘digital’ means. Or, more importantly, understanding how the different industry analyst firms define digital and “digital transformation”. It is certain that digital will “disrupt”, and that more existing businesses will get ‘Uber-ed”, as one of our panellists put it. However what is less clear is just how and where digital transformation will impact existing business models over the next few years, as well as what the opportunities and threats will emerge from digital. How might the AR pro navigate the new digital landscape when briefing and engaging with industry analysts firms? These were just some of the questions posed to a distinguished panel of leading industry analysts at the latest IIAR event hosted at the glamourous Heron Tower on August 13th 2015.
Aniruddho Mukherjee of the IIAR kicking off the evening with an overview and update on IIAR to its members,whilst Debleena Paul and Neil Pollock also both from the IIAR look on
Is 2015 a tipping point in terms of digital transformation?
The convenor, Debleena Paul, got the ball rolling by asking the panellists whether 2015 is a tipping point in terms of digital transformation. Are digital technologies beginning to bring the kind of disruption that has been promised for some time? Marianne Kolding (Vice President and Executive Sponsor, European Digital Transformation Practice at IDC) responded that it was coming but that it was not there yet. A lot of firms have it on their agenda and are “dabbling”, but change wasn’t happening everywhere. Tim Walters (Co-founder and Principal Analyst at Digital Clarity Group), saw that ‘phase 1’ of the change had occurred, where companies beginning to educate the public about how digital was something that they would need, but that ‘phase 2’, where companies were beginning to think about what they were going to do about it, was only just beginning.
Pictured, from left to right, Debleena Paul (IIAR), Dominic Trott (PAC), Tom Reuner (HfS), Gerry Brown (Ovum), Tim Walters (DCG), Marianne Kolding (IDC)
Digital transformation can be anything. The first problem is identifying it, says Gerry Brown from Ovum
Very quickly the panellists got to the issue plaguing discussions of digital transformation thus far: What exactly is it? Tom Reuner (Managing Director for IT Outsourcing Research at HfS), thought that digital transformation meant different things to different people. The term was being used by everyone simply as a place holder. Debleena quizzed the panellists on what their definition was – noting how each industry analyst firm seemed to have a different conception of digital transformation.
Digital transformation is a process, not a project, says Marianne Kolding from IDC
Marianne Kolding told the audience that IDC saw digital transformation as where the business model for the company was fundamentally changed. This was both in the way it served its customers but also how its employees operated. For IDC, digital transformation was not just about reconfiguring the front-end but also transforming back office processes. Firms had to build a new way of looking at technology. Digital transformation cannot simply be another project, she argued, it has to be a process. Dominic Trott, (Senior Analyst Digital Business at PAC), told the audience that PAC has two definitions for digital transformation. The first is tackling the front end where the company attempts to build tighter customer interactions but the second is a broader change in culture and mindset in terms of reorganising the business around the needs of the customer.
Debleena Paul (IIAR) grills Dominic Trott (PAC)
Digital is a wave but has unexpected force, Tim Walters from DCG notes that companies need to understand and react appropriately to the energy
Tim Walters reminded the audience that the kinds and amount of change that companies were undergoing today was not unprecedented. Companies had been subject to similar waves of change through earlier technologies. And like these waves before companies needed to understand and react to the specific energy in the wave. What is differentthis time, argued Tim, was that whereas in past waves it was the company that led the change, this time around it is the consumer that is empowered; it is the customer that is driving the change.
Tim Walters and Gerry brown debating the finer points of the digital ecosystem
AR Pro Tip 101 on how to improve a presentation: Ask the analyst what they would find valuable!
The conversation turned to how AR pros might improve the way they present their companies digital transformation strategy to industry analysts. Here, rather than dissensus, there was much agreement. Tom Reuner strongly pushed for companies not to present technologies but “narratives”. Companies needed to come up with narratives which were true for their organisation as they were for the problems experienced by their customers. Rather than standard ‘corporate decks’, Gerry Brown, (Senior Analyst, Customer Engagement in Digital Technology at Ovum), wanted to hear ‘war stories’. This includes what has worked and what hasn’t; the upsides and downsides of the digital transformation strategy. Tim Walters was similarly interested in hearing the ‘process’ by which the company understands their customers’ problems. He was much less interested in companies telling him what they can do, but rather how they were now doing things they couldn’t do before, because a client has a new problem and has asked for it.
Your Point of View!
You’re read what we think. We’d love to hear your point of view on what digital transformation might mean for companies and how AR pros could do a better job of communicating their transformation strategies to industry analysts and others. We’re working on a longer version of this blog post, and would like to incorporate your feedback into a white paper that would be circulated with IIAR members. Let us know your experiences. Add your comments to the blog or email us.
Event attendees
It wasn’t all digital transformation, however. There was also time for some of the event attendees to enjoy an expert talk on the famous Heron building fish tank! We learnt it was the largest privately owned fish tank in Europe, and the names of quite a few fish too!
The prestigious Lord’s Pavilion Roof Terrace set the scene for the biggest IIAR Summer Networking Party – a very special evening of drinks, jazz and networking with a crowd of more than 120 guests from 50+ firms and no powerpoint in sight!
Sponsored by Tata Consultancy Services, the party started with a note by Shankar Narayanan, TCS Country Head who welcomed cricketing legend, Graham Gooch OBE (ex England Cricket Team Captain and the scorer of the most runs ever!)
It was a perfect pitch for analysts and AR professionals to network and share ideas and best practice…..and the pictures are finally in at – view them at Flickr #IIARReception2015
“Thanks for such a great event. Unbelievable venue and such a good atmosphere for the strike breakers!” Chris Lewis, Lewis Insight
“The IIAR Summer Party was a great success – it was wonderful to see peers and meet with the analysts in such a prominent venue” Alexia O’Sullivan| Global Analyst Relations Director | Brand, Marketing & Communications, EY
IIAR hosted Forrester’s new CMO, Victor Milligan (@vtmilligan, LinkedIn), at SapientNitro’s office in central London on April 30th. Victor joined Forrester in December to lead its global marketing organisation. He was in London last week for Forrester’s Marketing Leaders Forum, and later joined the IIAR members to discuss the company’s “Age of the Customer” strategy, go-to-market and key research themes for 2015. Benjamin Ensor (LinkedIn, @benjamin_ensor), VP & Research Director serving eBusiness & Channel Strategy Professionals also joined Victor during the session and took part in the Q&A. Continue Reading →
IIAR UK Forum and Webinar with Victor Milligan, CMO at Forrester Research
Forrester’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 andWebinar with Victor Milligan, Chief Marketing Officer at Forrester Research
Where: 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 !
There’s a mere 70-odd days to go before Santa is due. The shops are setting out their Yuletide wares, Christmas jumper days are being arranged and the IIAR is aiming to be the first “must attend ” Christmas party in everyone’s diaries.
This year, we’re holding our Christmas festivities in Covent Garden, London on Tuesday 9th December, from 5.30pm and we aim to surpass our Summer Party in venue, numbers and fun – not an easy task given the success of our summer parties !!
Free food and drinks await those who venture out amidst the winter snow.
All analysts and AR folk are welcome. Analysts and IIAR members get in for free – a good reason for joining the IIAR. There are also a limited number of guest tickets available at £75 each.
We can’t guarantee you a seat but we do promise you an entertaining time, whether you stay the whole evening or just pop by for a quick drink
Many thanks to our friends at Dell for sponsoring our 2014 party and helping make it possible for us to provide what will be the most fun Analyst/AR Christmas Party in the UK this year.
Please book the date in your diary and Register if you plan to come along by clicking <<Here>>
Dell is an end-to-end technology solutions company, thriving on delivering technology solutions to customers to help them achieve more.
Date/Time:15thOctober 2014, 5pm – 7pm BST Location:Holborn, Central London – details sent when registered. Register: <<HERE>> If you would like to join us please register soon.
Agenda:
1st Session – An exclusive interview session with Marianne Kolding (LinkedIn), the Vice President of European Services Research at IDC. This “interview session” will cover IDC’s reach and influence with the end-user community. Continue Reading →
How do you ensure that your AR programme is adding value to the business? How do you build a strategic AR programme?
In a roundtable discussion, led by high-level and experienced AR professionals who have a proven track record for developing and running highly regarded AR programmes, these are some of the questions we’ll be answering at our next UK meeting.
Before this discussion, there’s an exclusive session with IDC. Marianne Kolding (LinkedIn), the Vice President of European Services Research at IDC, will be speaking on its reach and influence with the end-user community. Continue Reading →
The IIAR is holding a UK Forum, in London, on the 5th March 2014, with 2 panels to discuss “Ethics in the Analyst Industry” and the “Value of Social Media in Analyst Engagements”. Both topics overlap and are at the forefront of today’s Analyst Relations practice. Free to attend for all IIAR Members, new members may join here or contact the IIAR to purchase a “seat” for the Forum. Just make sure you SAVE the DATE.
Date: March 5th,2014TIME: 3.45pm to 7pmVenue: London .
Agenda
3:45 to 4:05 pm: Refreshments
4:15 to 5:00 pm: Panel 1
5:05 to 5:50 pm: Panel 2
5:50 to 7:00 pm: Networking over drinks
7:00 onwards: Drinks/Dinner at a nearby place of refreshment
This IIAR Forum, kindly hosted by Fleishman Hillard in Covent Garden, was well attended by more than 20 members plus the panel members for the two discussion sessions…
Selling your company on the value of professional analyst relations, hosted by David Rossiter (Sunesis). Panel members…
Both sessions stimulated a good deal of healthy discussion, between the chair, the panellists and the audience of IIAR members with many interesting views on both panel subjects. A full recording of both sessions is available (for IIAR members) here. For those that prefer to “speed-read” some of the key points of the discussions read the meeting report here (again, for IIAR Members).
Places at the IIAR London Forum are filling up fast, don’t panic though, there is still room for more !
With a great agenda of two discussion panels discussing two key AR topics, full details immediately below and here, make sure you book your place now. To attend this Forum, register directly via this >LINK<. The Forum is free to attend for IIAR Members (another good reason for joining the IIAR) or for non-members there is a fee of £75 that is redeemable against IIAR Membership over the next 12 months. Click here to proceed.
or
Please registernow so we can ensure you are able to join the Forum without any last minute hassle.
This, not to miss Forum, has just got better, there are now two panel discussions …
New panel discussion – Selling your company on the value of professional analyst relations …
It can sometimes be a challenging task to sell the value of professional analyst relations to the business. We’ve all been asked time after time, “so tell me again, why are these analysts important?”. We’re therefore delighted to have a panel of experts, including Bill Reed and Tim O’Sullivan (confirmed so far, there may be more), sharing their insights and experiences on how you can successfully show the value of analysts to the rest of your company and demonstrate the variety of important roles they have in influencing customers and other stakeholders. Please bring your thinking and talking hats along as this will be a practical, debate driven session on the explanations, arguments and tactics that can be used with management and colleagues alike.
This IIAR Forum is open to all IIAR Members, past and prospective IIAR Members.
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We’re delighted to confirm that IDC will be speaking at our next IIAR meeting in
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