IIAR Webinar – Institute of Industry Analyst Relations (IIAR) https://analystrelations.org 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. Mon, 15 Jul 2019 22:40:01 +0000 en-GB hourly 1 76177372 IIAR Webinar: Analyst Relations Professional and Analyst Relations Team of the Year 2019 https://analystrelations.org/2019/07/12/iiar-webinar-analyst-relations-professional-and-analyst-relations-team-of-the-year-2019/ https://analystrelations.org/2019/07/12/iiar-webinar-analyst-relations-professional-and-analyst-relations-team-of-the-year-2019/#comments Fri, 12 Jul 2019 08:38:03 +0000 https://analystrelations.org/?p=306712

Last week we hosted the IIAR Summer Networking Party 2019 in London kindly sponsored by Criteo and Spotlight Analyst Relations. On behalf of the IIAR, I wanted to say a big ‘Thank you!’ to all who could join us in celebrating the achievements of the Analyst Relations community and hope that you’ll join us again at future events. 

We also want to take a moment to ponder the event, the conversations had, the relationships that were nurtured and the new ones formed. During the evening, we welcomed over 70 industry analysts from firms including Gartner, IDC, Ovum, CONTEXT, Forrester, 451 Research, Aite Group, CCS Insight, IT Candor, IHS Markit, HfS Research and AR pros from companies including Oracle, BT, Symantec, Criteo, NTT, Atos, Wipro, HCL Technologies, and from agencies including Dennington AR, Hotwire, Loenberg AR, Spotlight AR, Chameleon, Destier AR, Magnolia AR and CC Group. 

It was a charming evening which sparked conversations around AR best practice, analyst priorities, as well as on informal topics, a testament to the great relationships in the community.

During the event, we announced the highly-anticipated IIAR Analyst Relations Professional and Analyst Relations team of the year: congratulations to Peggy O’Neill, Informatica (winner ‘IIAR AR Professional of the Year 2019′ – her second win of the title!), Oracle AR Team (winner of ‘IIAR AR Team of the Year 2019’) and Dennington AR (winner of ‘IIAR AR Agency of the Year 2019’).  

The IIAR is committed to recognising the achievements of AR professionals who go above and beyond in their career and to promoting best practice in the industry. This year, over 400 AR professionals, 84 agencies and 11 megavendors have been rated. We will be running a webinar for IIAR members for a deep-dive on methodology, key takeaways and analyst feedback, as well as their significance for the AR profession on Tuesday 23rd July at 1600 BST. 

As in previous years, we will highlight and discuss the main AR annoyances for analysts as well as best practice that sets AR pros apart. Additionally, during the webinar we will have a quick refresher on The Three Rs of Analyst Relations, which form the basis for the IIAR survey:

  • Responsiveness– analysts expect AR pros to revert back to them in a timely fashion with the information required for their research;
  • Relationships– analysts have many stakeholders; they rely on someone that’s easy to deal with and always goes that extra mile;
  • Results– can AR pros deliver results for their employers?

During the webinar there will also be an opportunity to address questions and discuss the future of the AR industry. We hope that you can join us!

IIAR Webinar: the IIAR AR Professional, Team & Agency Of The Year 2019

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What does 451 Research stand for? https://analystrelations.org/2019/07/03/what-does-451-research-stand-for/ https://analystrelations.org/2019/07/03/what-does-451-research-stand-for/#respond Wed, 03 Jul 2019 09:54:01 +0000 https://analystrelations.org/?p=305624 After yesterday’s IIAR Webinar, Simon Robinson (@simonrob451LinkedIn) SVP Research at 451 Research shared where the firm name comes from and  Ludovic Leforestier (@lludovic LinkedIn) gave a quick wrap-up of the webinar.

1907_451_webinar_trailer from IIAR> on Vimeo.

IIAR Members will be able to access the recording and deck shortly from our new Member365 portal.

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IIAR Webinar with Simon Robinson / 451 Research on Tuesday 2nd July 2019 https://analystrelations.org/2019/06/13/iiar-webinar-with-simon-robinson-451-research-on-tuesday-2nd-july-2/ https://analystrelations.org/2019/06/13/iiar-webinar-with-simon-robinson-451-research-on-tuesday-2nd-july-2/#comments Thu, 13 Jun 2019 09:40:09 +0000 https://analystrelations.org/?p=302944 Please join us on Tuesday, July 2, 2019 at 1500 GMT / 1600 CEST/ 1000 EDT / 0700 PDT for a discussion with Simon Robinson / Senior Vice President, Research at 451 Research.
451 Research is a leading information technology research and advisory company best known for its coverage of digital infrastructure, technology innovation, and market disruption.  

In this webinar we’ll discuss 451 Research’s influence and impact, differentiation and competitive advantage, as well as the format and the future of their research. We’ll also discuss how best to engage with the analysts at 451 Research and how AR professionals and vendors can leverage their research.

The discussion will be hosted by Simon Robinson (@simonrob451, LinkedIn) of 451 Research and Ludovic Leforestier (@lludovic LinkedIn), IIAR Board Member.

London-based members are invited to join in person for the webinar and drinks afterwards. Please register your interest using the form below.

This webinar is free for members. To register for this Webinar please click here.

After registering, you will receive a confirmation email containing information about joining the meeting.

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IIAR Webinar: Introducing CCS Insight – and how they make sense of the connected world https://analystrelations.org/2019/04/03/iiar-webinar-introducing-ccs-insight-and-how-they-make-sense-of-the-connected-world/ https://analystrelations.org/2019/04/03/iiar-webinar-introducing-ccs-insight-and-how-they-make-sense-of-the-connected-world/#respond Wed, 03 Apr 2019 15:55:32 +0000 https://analystrelations.org/?p=290815 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.

We will also discuss some of the best ways to:

  • Engage in analyst time or consultancy time with CCS Insight
  • How Angela and Martin prefer to be reached out to prior to major industry events 
  • Some commercial initiatives the CCS Insight team has come up with, and how to engage with them from a business development perspective

Hosted by IIAR Board Member Suzannah Archibald (LinkedIn, @suzannah_a), the event will also be recorded for IIAR members unable to join due to work commitments. But please don’t miss it, as we think it’ll be a good one!

Date: Wednesday, 17th April 2019

Time: 1100am-1200 EDT / 1600-1700 BST

To register your interest (please note – Current IIAR members only)  https://zoom.us/meeting/register/5ca1950adb347e73c5b9141539e44ee6 -OR- info@analystrelations.org if not a current Member but you are an IAR professional, subject to IIAR approval.

 

Find the IIAR on social media – Institute of Industry Analyst Relations on Facebook; LinkedIn page, our website and blog or via our brand new Member365 portal (secure login needed – for current IIAR members only)

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IIAR Discussion Group on Scaling AR on April 18th https://analystrelations.org/2019/03/28/iiar-discussion-group-on-scaling-ar-on-april-18th/ https://analystrelations.org/2019/03/28/iiar-discussion-group-on-scaling-ar-on-april-18th/#comments Thu, 28 Mar 2019 15:13:01 +0000 https://analystrelations.org/?p=289451 The analyst landscape is changing fast and new voices are joining the conversation with impact over potential buyers. Whilst Tier 1 analyst firms generally retain their position in the area of direct buying recommendations, the picture is different when it comes to other sources influencing the buyer journey.
For instance, boutique firms are claiming their share of the influencer space, particularly in regional markets.
They might however not have the same business models or abide by the same rules of engagement than traditional analyst research firms (see the IIAR Best Practice Paper: The 7+7+7 Golden Rules of Engagement).

Scaling analyst relations however poses multiple challenges, starting with prioritisation, bandwidth and content.
We are hosting an IIAR> Best Practice call on the 18 April 2019 at 1600-1700 BST / 1100-1200 EDT / 0800-0900 PDT to discuss and explore the subject of Scaling AR.
Join the IIAR for a one-hour Discussion Group, where we’ll ask and debate these topics, and more.
The discussion will be co-hosted by Katie Webb (LinkedIn@katiewebb) of Oracle and Ludovic Leforestier (@lludovicLinkedIn) at Criteo.

It’s free for all IIAR members. Register online here for the IIAR> Discussion Group > https://zoom.us/meeting/register/e5e0c0766eaca779d746f627e8486654

We look forward to your participation.

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IIAR Webinar: Join us for a Webinar with Paul Reynolds from ISG on Thursday 7th February https://analystrelations.org/2019/01/25/iiar-webinar-join-us-for-a-webinar-with-paul-reynolds-from-isg-on-thursday-7th-february/ https://analystrelations.org/2019/01/25/iiar-webinar-join-us-for-a-webinar-with-paul-reynolds-from-isg-on-thursday-7th-february/#respond Fri, 25 Jan 2019 16:00:08 +0000 https://analystrelations.org/?p=269793 Please join us on Thursday February 7th, 2019 at 15.00pm GMT / 16.00pm CET/ 10.00am EST / 07.00am PT for a presentation and discussion with Paul Reynolds, Partner and Chief Research Office at ISG.

ISG is the leader in market research for the 45B Outsourcing Industry. Join this IIAR Event to better understand ISG’s position in the research market, and how you can work better with their advisors.
Paul Reynolds from ISG will be our host. Paul leads Momentum, a division of ISG that provides research services to help service providers better target, win and retain business. Paul has 25 years of market research experience with specific expertise in methodology development, data analytics and research process design. Having found many service providers’ Advisor Relations functions to lack appropriate analytics, Paul is working to develop innovative new approaches that allow for data-driven programs based on the unique needs of each client. His approach benefits Advisor Relations, go-to-market functions, sales, strategy, marketing, and market/competitive intelligence teams.

Join the IIAR for a one-hour Discussion Group.  The discussion will be co-hosted by Paul Reynolds (@PaulLReynolds LinkedIn)  of ISG and Beth Torrie (@bethtorrieLinkedIn) IIAR USA Board.

This webinar is free for members.  To register for this Webinar please click to here

 

 

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IIAR Discussion Group on “The Future of Analyst Relations” on January 30th https://analystrelations.org/2019/01/24/iiar-discussion-group-on-the-future-of-analyst-relations-on-january-30th/ https://analystrelations.org/2019/01/24/iiar-discussion-group-on-the-future-of-analyst-relations-on-january-30th/#respond Thu, 24 Jan 2019 18:18:46 +0000 https://analystrelations.org/?p=269903 Gerry van Zandt and Ludovic Leforestier - IIARWhat is the future of Analyst Relations looking like?  How is our field evolving?

Have you recently thought about:

  • Whether AR is evolving into “Influencer Relations”?
  • How AR is changing to meet the evolving IT industry analyst firm landscape?
  • How AR can adapt to — and adopt — new ways of measuring AR productivity and effectiveness?
  • What the “next chapter” in the AR field will be?

It’s a very current and relevant topic that affects all of us, and should provide some food for thought as you move along in your own AR career. We are interested in getting your perspective, observations, comments and predictions about the current and future state of Analyst Relations.

Join the IIAR for a one-hour Discussion Group, where we’ll ask and debate these topics, and more.  The discussion will be co-hosted by Gerry Van Zandt (LinkedIn@gerryvz) of Oracle and Ludovic Leforestier (@lludovicLinkedIn) at Criteo.

The Discussion Group will be held on Wednesday, Jan. 30, 2019 at 8:00 AM US Pacific Time / 11:00 AM US Eastern Time / 4:00 PM Greenwich Mean Time / 5:00 PM Central European Time.

It’s free for all IIAR members. Register online here for the Discussion Group https://zoom.us/webinar/register/WN_HffMy0LqTMCqnSPSy0AdAw

We look forward to your participation.

 

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IIAR Webinar: meet iDate DigiWorld https://analystrelations.org/2018/11/14/iiar-webinar-meet-idate-digiworld/ https://analystrelations.org/2018/11/14/iiar-webinar-meet-idate-digiworld/#respond Wed, 14 Nov 2018 16:16:26 +0000 https://analystrelations.org/?p=256584 iDate DigiWorld webinar with the IIARLocal analysts yield much influence in the geographies they operate in, yet they are largely unknown to AR pros in multinationals. On December 11th, we’re offering you to get up close and personal with iDDATE DigiWorld, a firm founded in France in 1977, combining consulting, research and an institute. Its legacy is in telcos but it also covers media, smart territories and digital and internet services.

We will meet with Soichi Nakajima / Digital Telcos Practice Leader (@NakajimaSoichiLinkedIn) in a webinar to understand more about iDATE DigiWorld, its agenda and how AR pros should engage.

The session will be run by Ludovic Leforestier (@lludovicLinkedIn) from the IIAR Board and Julia Pope (LinkedIn, @iulia_g_popa), our UK Chapter Lead.

 

Date: Tuesday 11th December 2018 at 1700 BST.

The webinar is free to attend for all IIAR members. IIAR members in London are also invited to meet iDate in person for this webinar or after for an informal IIAR Café (drinks and self-funded dinner).

 

UPDATED: post webinar interview

With Soichi Nakajima / Digital Telcos Practice Leader, IDATE DigiWorld with Ludovic Leforestier / IIAR Board.

 

Check also Soichi’s interview in our IIAR Around In 10 Questions series.

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Why should AR pros call CXP Group? https://analystrelations.org/2018/09/14/why-should-ar-pros-call-cxp-group/ https://analystrelations.org/2018/09/14/why-should-ar-pros-call-cxp-group/#respond Fri, 14 Sep 2018 15:16:58 +0000 https://analystrelations.org/?p=247516 Hot on the heels of yesterday’s IIAR Webinar with CXP Group (they’ve dropped “le” to my great chagrin), here’s a quick interview summing-up their coverage areas and why analyst relations (AR) professionals should give them a call. With Yannick Carriou (LinkedIn, @YCarriou), Chairman and CEO and Jean-Christophe Bodhuin (LinkedIn, @JCBodhuin), SVP & UK Managing Director, UK Operations from of CXP Group, interviewed by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board.

IIAR webinar: CXP group from iiar on Vimeo.

Thanks to the CXP executive team for dropping in and treating IIAR members!

 

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IIAR Webinar: Le CXP Group, a European powerhouse? https://analystrelations.org/2018/09/04/iiar-webinar-le-cxp-group-a-european-powerhouse/ https://analystrelations.org/2018/09/04/iiar-webinar-le-cxp-group-a-european-powerhouse/#comments Tue, 04 Sep 2018 21:28:29 +0000 https://analystrelations.org/?p=246199 CXP Group logo (IIAR website)Over the past few months, the analyst community has been experiencing an array of changes, with many analyst departures and career moves shaking up the status quo. As we come back to work and the summer days fade into autumn, there’s no better time to catch-up with analyst firms and understand what has changed, what’s to come and exactly how their services can support AR pros and their programmes.

On Thursday 13th September at 1600 BST we will be discussing this and more with Yannick Carriou (LinkedIn, @YCarriou), Chairman and CEO of the CXP Group who will be providing a deep-dive on CXP Group and PAC, as well as addressing the acquisition of Ardour, a move that was widely discussed in the industry.

Le CXP Group is has a fascinating and long history, now englobing PAC (Pierre Audoin Conseil), BARCBerlecon and Ardour. It now combines end-user and vendor advisory, market sizing and analysis and now consulting services.
In this webinar, we’ll explore whether Le CXP is a credible local alternative to the Gartner-ogre and challengers Forrester, IDC and IHS. We’ll also probe how analyst relation professionals can leverage this extensive presence and dive deeper in the Ardour acquisition.
Yannick will be joined by Jean-Christophe Bodhuin (LinkedIn, @JCBodhuin), SVP & UK Managing Director, UK Operations, PAC UK and Nick Mayes (LinkedIn@Nick_Mayes), Research Director at PAC UK for the Q&A.

 

The session will be run by Ludovic Leforestier (@lludovicLinkedIn), from the IIAR Board and Julia Pope (LinkedIn, @iulia_g_popa).

 

The webinar is free to attend for IIAR members and will take place on Thursday 13th September at 1600 BST.
IIAR members in London are also invited to meet Le CXP in person for this webinar or after for an informal IIAR Café (drinks and self-funded dinner).

 

To register please fill-in your details below

[contact-form]

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IIAR’s Analyst Relations Professional and Analyst Relations Team of the Year 2018 Webinar https://analystrelations.org/2018/08/03/iiars-analyst-relations-professional-and-analyst-relations-team-of-the-year-2018-webinar/ https://analystrelations.org/2018/08/03/iiars-analyst-relations-professional-and-analyst-relations-team-of-the-year-2018-webinar/#respond Fri, 03 Aug 2018 12:13:16 +0000 https://analystrelations.org/?p=242231 IIAR London Summer Networking Event - July 2018

A few weeks ago, right before most of us went on our summer holidays we hosted the annual IIAR Summer Networking event at the EY offices in London, a party kindly sponsored by HCL Technologies and EY. As we begin to settle back into daily work routines, we wanted to take a moment to ponder the event, the conversations had, the old relationships that were nurtured and the new ones formed.

During the evening, we welcomed almost 40 industry analysts from firms including Gartner, IDC, Ovum, 451 Research, CCS Insight, Heavy Reading, Navigant Research, Freeform Dynamics, Bloor Research and IHS Markit. We were pleased to see so many AR professionals from companies including EY, Cisco, Criteo, GSMA and Vertiv, as well from agencies including Destrier, BITE, CCgroup and Chameleon. With the World Cup England-Croatia game on and stunning views to admire for the non-football fans in the room, there’s no wonder that the conversations were more effervescent that the prosecco enjoyed by attendees. It was a delightful evening which sparked conversations around AR best practice, analyst priorities, as well as informal topics, testament to the great relationships in the community.

During the evening, the IIAR recognised the AR professionals who go above and beyond in their career and have gained the respect and appreciation of analysts globally. Congratulations again to all winners and runners-up and we hope to continue to work closely with you to promote AR best practice.

While the World Cup may have finished, the IIAR’s AR Professional of the year results are still generating buzz and we will be running a webinar for IIAR members for a deep-dive on methodology, key takeaways and analyst feedback, as well as their significance for the AR profession. On Wednesday, 29th August at 1600 BST we will be hosting a webinar discussing the responses from analysts at over 60 firms who rated over 400 professionals, 85 agencies, 9 megavendors, and gave the IIAR a comprehensive set of insights on best practices.

To register please contact the IIAR community manager Fionnula Fitzsimons using the form below.

During the webinar we will have a quick refresher on The Three Rs of Analyst Relations, which form the basis for the IIAR survey that is sent out to analysts to vote on the AR Professional of the Year:

  • Responsiveness– analysts expect AR pros to revert back to them in a timely fashion with the information required for their research
  • Relationships– analysts have many stakeholders; they rely on someone that’s easy to deal with and always goes that extra mile
  • Results– can AR pros deliver results for their employers?

We will then discuss the survey methodology, drill into main analyst feedback and insight which are valuable resources that can help AR professionals to rethink their approach and create programmes that resonate with the analyst community.

As in previous years, we will highlight and discuss the main AR annoyances for analysts as well as best practice that sets AR pros apart in the eyes of analysts.This webinar will host and spark insightful dialogues on AR best practice and the future of the AR industry, and we hope that you can join us!

The webinar is free to attend for IIAR members and will take place on Wednesday, 29th August at 1600 BST. To register please contact the IIAR community manager Fionnula Fitzsimons at using the form below.

 

[contact-form]

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[GUEST POST] How not to be an analyst? By Jon Collins https://analystrelations.org/2018/05/29/guest-post-how-not-to-be-an-analyst-by-jon-collins/ https://analystrelations.org/2018/05/29/guest-post-how-not-to-be-an-analyst-by-jon-collins/#respond Tue, 29 May 2018 14:38:15 +0000 https://analystrelations.org/?p=235906 Today’s guest post is a long(wish) read by Jon Collins from GigaOm (LinkedIn, @jonno) following our IIAR Webinar on “How not to be an industry analyst?

If you enjoy this, why not check his “How not to write an autobiography?

 

Jon Collins: How not to be an industry analyst (IIAR website)Introduction – a glass of wine…

For a start, a bit of background. I never meant to be an industry analyst, not as such: indeed, having done my time as a programmer, then IT manager and various forms of consultant, I hadn’t a clue what one was. Back in 1998, I was responsible for training and other informational services at a mid-sized consulting firm when a report from a company called “Butler Group” came across my desk. That was my first connection with the world of analysts.

A year or so later, I was looking for something new (a cyclic habit in my career); I was also drinking a rather fine glass or two of red, when I stumbled across an advert from Bloor Research. With my inhibitive defences down, I banged off an email straight away.  I barely had time to regret it, as the following Monday I went for an interview… and the rest is an 18-year career.

These were exciting times. At the turn of the millennium the dot-com was still bubbling up: we launched a couple of web sites and face to face forums at the time (IT-Director and IT-Analysis) and set to making the most of the complexity and uncertainty, charging for clarity and simplicity. I remain proud of my 2001 report about the inevitable move towards universal service provision. We call it the cloud these days.

I paraphrase history, but by and large, analyst firms emerged in the mid-1990’s, as attention moved from bespoke ‘turnkey’ solutions and towards custom-built software. From there, they made sure to cover the space like any good ecosystem. So, has anything changed, over the past two decades?

I have worked for a variety of smaller firms and I have done a short stint at a bigger one —IDC. I’ve spent an awful lot of time hanging out with analysts, AR professionals and the firms they represent. I’ve also spent some time not being analyst, working behind the scenes to help some of the largest vendors tell their stories. And this, to an extent, is mine.

I don’t know if you are familiar with the C.S.Lewis classic, The Screwtape Letters — written from an old devil to a little demon? In a similar vein, I thought I’d capture some of the things I might tell my younger self. As they say, getting it wrong is the best form of experience, and it is good to share.

Analyse, don’t preach (the clue is in the name)

Jon Collins: analyse, don't preach (IIAR website)What’s an analyst, anyway? While this is a very good question, you can vanish up your own rear trying to understand how or why you are trying to understand things. I didn’t have any such challenge: when I started, an empty vessel, I was just pointed in the right direction, wound up and sent off — with some excellent mentors to guide me.

Had I not had such guidance, I would advise myself, simply, to start analysing. Luckily enough, I’d always done that, both as a consultant and beforehand (as one client said, “Of course, I knew all of that, but it’s nice to see it all in one place.”). The job is to make sense of all this complexity — you can prioritise areas that are less well understood, or you can keep a count of what’s being sold, or any other area you fancy.

Simply doing research makes you an analyst, for better or worse. Back to my client’s glib remark, analysts are service providers first and foremost, outsourced intellectual services to help all kinds of powerdecision makers with over-stocked brains. Consulting firms, publications such as HBR, journalists and indeed vendors do pretty good analysis: I often think we stand on the shoulders of giants, but in doing so we can sometimes see that little bit further.

As a result, a certain kudos surrounds being an analyst: indeed, the more analysts are seen as high priests of insight, the more true it becomes. A few grey hairs can be an advantage, as these add to that all-important gravitas (a word I learned early on, hat-tip to James Cooper). But, I would advise my younger self against prima-donna-ish behaviour, or seeing this privileged position as a soap-box to preach from.

 

Don’t get distracted by influenceJon Collins: don't get distracted by influence (IIAR website)

Being an analyst also means you are not an artist. The latter group struggle with the dilemma of the purity of creative thought, versus the dingy world of commerciality (though everyone has to eat). As analysts an insight service, it is wise to make this what people are prepared to pay for. Which generally means ‘business and IT decision makers’ alongside other stakeholder groups — investors as well as the broader technology community.

This opens the door to a wide variety of business models, touching many points in a complex web of decision making cycles. No restrictions exist on analyst business models: vendors may be prepared to pay for certain things, as may end-user businesses, government institutions and so on. A pan-governmental grant to research the current thinking and practice of AI may result in the same outputs as a vendor-financed, or a subscription-based report.

Of course, some will look to put categories on all this. There’s a school of thought which says that analysts only matter if they influence the moment of hard-nosed purchasing, within the enterprise buying cycle. While it’s true that contract negotiations are very important (and those who can impact it will be pretty powerful), it makes for a pretty myopic view. Wherever people are looking for insight to help their decisions, if you can reduce costs and increase benefits, you are worth having around.

Debates around the nature of influence ultimately boil down to this, but the truth is that just as technology is becoming increasingly fragmented, dynamic and complex, so are the decisions and insights around it. Developers and engineers, outsourcing managers, and indeed lines of business are all players in the game; meanwhile, vendors want to be around for the longer term, even as they focus on shorter-term revenues.

Influence is a two-edged sword. It is thought analysts can have an opinion on anything, particularly by journalists approaching a deadline (“We need an analyst comment!” “Who’s available?”). This can be flattering (as well as offering the oxygen of publicity) but it is shallow. Equally, keynote speaking and writing branded marketing materials are fine if the research exists to back them up, but presenting opinion as fact or worse, endorsing a vendor’s position for money, creates a steep and slippery slope.

I would argue you should be insightful first, influential second. Celebrities can impact stock markets, but for all the wrong reasons. So, find a research-based model that works for a decision making audience you consider worth targeting.

 

Jon Collins: Beware of silo-ed thinking (IIAR website)Beware of silo-ed thinking

The above kind of assumes you have any say in business models, which the majority of analysts do not, as they work for bigger firms. The point still stands however, that the analyst’s job is to offer insight-driven guidance to decision makers. One challenge faced by bigger firms more than smaller firms is that of inertia, and therefore thinking, so models and practices can become out of date.

For example, ‘consumerisation’ is still sometimes seen as a bad thing, and for sure, if you are a vendor used to selling to the IT department, you won’t want to see their power undermined. But it’s equally important to understand how lines of business are increasingly empowered — the flip-side of consumerisation. You won’t find a quadrant for that; indeed, recent research I was involved in showed that technology-related information wasn’t really reaching business decision makers.

Examples are frequent, and indeed, undermine the credibility of the entire industry which is still largely oriented around product selection criteria and models, even if it makes role-based tweaks or puts out thought leadership papers. “Market sizing the cloud/GDPR/IoT/Hadoop etc” statements are reflections of multiple worlds colliding. Meanwhile, while scope is important, it can lead to silos of thought: cf “That’s a layer 7 problem,” “It’s all about management,” “Nobody cares about security,” and “that’s not an enterprise procurement decision.”

On the upside, as well as offering a better service to end-user-business-decision-maker and other clients, there can be career and commercial advantage in being able to change or broaden your thinking. As well as, simply, knowing that your views are congruent with what’s actually going on. I know, working for a big firm can feel like you are spending more time engaging in internal battles and getting views heard than actually doing the job, but it is still highly advisable to start from the perspective of what’s real

The trick is to be able to change your thinking. This is different from changing your mind: the latter assumes it was just an opinion anyway, whereas the former implies that you are working on the level of how the world is changing, rather than a more superficial view. This does come back to the power of research, as then an analyst is learning, and talking from a position of genuine, defensible authority. Research should guide both the current thinking and how it is framed.

 

Jon Collins: There's no "I" in analyst (IIAR website)There’s no ‘I’ in analyst

In being an Industry Analyst, you are analysing an industry. I know that’s obvious but the truth lies behind these two innocuous words. I’ve covered analysis above; meanwhile, the tech industry is an increasingly complex and distributed, dynamic and amorphous. It’s also, as I have learned over the past three decades, about people. People doing clever things; people brokering relationships; people making mistakes and adopting coping strategies. It’s an ecosystem of folks interacting with tech.

None of us are acting in isolation: when an analyst puts out unsubstantiated opinion which unfairly criticises a vendor, that reflects as much if not more on the analyst. Even more innocuously, Heisenberg’s Uncertainty Principle comes into play: by measuring things, you can affect their behaviour. Whatever we think about quadrants or waves, they provide a great service in creating market spaces which then help technology decision makers understand what is going on.

As a result, it is incumbent on the analyst to recognise their own role in the ecosystem. An analyst can never be truly, 100% independent of the industry. The notion of an independent analyst is as flawed as it is misused: some see it to mean vendor-independent, while others see it as big-firm-independent; neither will be true if pushed to its logical conclusion, not only because there are no luddite analysts, but also because no analyst operates in isolation of the ecosystem he or she represents.

It’s a reason why the pay-per-play question — “If I spend money on Gartner, will I be more talked about?” will never fully go away. If vendors are not investing in analyst conversations, then they may not be heard so well. Of course there is room for abuse, but even without such a possibility, all stakeholders stand to gain from investing in the relationship.

These truths also play out in terms of the day to day. I remember long ago, seeing a post-it on an AR person’s computer. It listed seven analyst firms: The two ‘majors’, two mid-sized and three smaller firms (including my own at the time). The goal, as I saw it, was to get onto that post-it: we all have limited space in our heads, so we have to prioritise. This links to a whole seres of do’s and don’ts, above and beyond ‘simply’ doing world-class research analysis.

 

Jon Collins: Avoid the basic gotchas (IIAR website)Avoid the basic gotchas

Building on this, perhaps what I have learned most of all is that the industry analyst business is an ecosystem all of itself, built on people. This means that as well as understanding the table stakes — research and output, transparency of model and so on — analysts can also avoid some basic gotchas, and do their bit to deliver on the expectations of the role.

From an industry perspective, the most critical quality for an analyst is to be open and fair, or openly fair. This means being accessible before, during and post-research, for example to give a vendor the opportunity to contribute, to enable review of materials where applicable, or to offer a right to reply if not. If you don’t have a research agenda, it might be a good idea to have one for a slew of reasons, not least (for smaller firms) it minimises the risk of becoming the cart, not the horse.

Analyst briefings are an extremely useful tool: while analysts are right to be focused on the immutable stars, briefings help reset the theodolite on an ever-shifting sea. Or something. So, being open to briefings is a straightforward hygiene factor — note that it doesn’t mean you have to travel abroad, which can be very time consuming. Do your homework before briefings, and reflect the information in your outputs wherever possible.

Above all, look to add value — don’t assume that because you are an analyst you somehow deserve to be paid a premium for turning up. A briefing quid pro quo in my experience is to offer feedback, even if you will not be writing about the vendor in the short term. You have to earn the right to be seen as influential: this means being consistent, fair, rational and honest, respecting NDAs and delivering transparency and pragmatism.

In summary this is about no surprises — being clear about what you bring to the party, then bringing it as expected. In this complex world of no absolutes, analysts will continue to have a great deal to offer, as advisors, curators and guides. While nobody can second-guess what the industry will look like in 10 years time, we can say that analysts who align to their context will be in a better position to help. Perhaps the final advice I would offer is not to lose your sense of objectivity: in a changing world, clarity of thought is worth hanging on to.

 

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IIAR Webinar with Jon Collins: how not to be an industry analyst? https://analystrelations.org/2018/05/21/iiar-webinar-with-jon-collins-how-not-to-be-an-industry-analyst/ https://analystrelations.org/2018/05/21/iiar-webinar-with-jon-collins-how-not-to-be-an-industry-analyst/#respond Mon, 21 May 2018 10:58:19 +0000 https://analystrelations.org/?p=234656 Jon Collins / Inter Orbis and GigaOM (IIAR website)Jon Collins from GigaOm (LinkedIn, @jonno) first picked up the analyst mantle in 1999, when he sent off a rather too hasty job application after a glass of wine. Since then he worked for, and with, a variety of larger and smaller firms — including picking up IIAR’s European Analyst of the Year award in 2012, a moment he sees as the pinnacle of his analyst career. Really.
More recently, alongside his analysis duties Jon has been working behind the scenes, helping a variety of vendors and other firms tell their stories, as well as helping the IIAR put together its best practice guide on “What’s an Analyst Anyway?

In this interactive session, weaving in a variety of experiences from across his career, Jon thinks about what he might have told his younger self — the whys and wherefores, the dos, and more particularly the don’ts of being an industry analyst. He covers:
  • Why it is more important to analyse, than preach – analysts are outsourced intellectual services for time-strapped decision makers
  • How to deliver insight-based value without distraction – the nature of analyst business models, and the two-edged sword of influence
  • When to adapt to changes in thinking and market dynamics – using research to avoid silo-ed thinking and keep up with change
  • Who to engage with across the industry, in what way – recognising that you are never working alone, and getting on the post-it
  • What to avoid in terms of basic ‘gotchas’ – delivering on expectations of the role, during briefings and beyond.
So, if you want to know what life is like from one analyst’s perspective, if you would like the opportunity to debate any of the above topics or you simply like good stories, please do come along:
  • Date: Thursday 24th May
  • Time: 16:00 pm BST
  • To Register: please register with the form below and Finn will send you an invitation containing dial in and videoconferencing details.
This call is open to members of the IIAR.  If you are not a member, but would like to join the call, please do let Finn know.
This webinar will be moderated by Ludovic Leforestier (@lludovic, LinkedIn) from the IIAR Board.

Read also

 

Register now!

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IIAR Webinar: A Discussion on Effective AR Measurement and Amplification https://analystrelations.org/2018/04/18/iiar-webinar-a-discussion-on-effective-ar-measurement-and-amplification/ https://analystrelations.org/2018/04/18/iiar-webinar-a-discussion-on-effective-ar-measurement-and-amplification/#comments Wed, 18 Apr 2018 19:44:11 +0000 https://analystrelations.org/?p=231985
On Friday 11th May 0800 PDT / 1100 EDT / 1600 BST, IIAR member Gerry Van Zandt (LinkedIn@gerryvz) from the Oracle Analyst Relations team will host an interactive discussion about how AR can better measure results, and more importantly how AR can better utilize these results.
AR managers and leaders tend to be highly focused on maximizing their firm’s placement in key analyst competitive evaluations, and improving what analysts are saying about their firm to their end-user clients.
However, the process doesn’t stop there!  Often, AR misses the more important aspect:  How can we as AR practitioners and leaders get our hard-earned results into the hands of the right people?  The sales and marketing teams; customer prospects; and existing customers?  How can we leverage and multiply the benefit of key analyst research to support the teams out there winning sales deals?

During this call, Gerry will lead the discussion about the following topics:
  • The two parts to effective AR:  effectively measuring it, and effectively leveraging it
  • Being clear about your goals for AR measurement and amplification
  • Important AR measurement elements that you should consider
  • Strategies for multiplying effectiveness of and amplifying your AR results
Speaker background 
 Gerry is a long-time AR professional, with 28 years’ experience in the AR/PR/branding industry (nearly 20 years in AR roles). He has worked in analyst relations roles in the past for Intel, Hewlett-Packard Enterprise, and Oracle among other companies. A past board member of IIAR and IIAR-accredited AR practitioner, Gerry joined Oracle in early 2015 as cloud analyst relations lead.  A longtime advocate and enthusiast of proper AR measurement, Gerry in 2012 hosted an IIAR “case study” teleconference on how to create and implement an effective AR measurement program.
This call will be moderated by Ludovic Leforestier (@lludovicLinkedIn), IIAR board member.
We hope you will be able to join us for this one-hour interactive discussion, which should be a full of useful tips and information for improving the success and effectiveness of your AR programs.
This call is free for all IIAR members, and non-members can pay £30.00 to attend. To reserve your place on the call and receive dial-in details and a link to download the presentation in advance of the call please click here.

Must reads for IIAR Members

 

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IIAR Discussion Group: negotiating with Forrester. Are you getting the best value from your contract? https://analystrelations.org/2018/04/04/iiar-discussion-group-negotiating-with-forrester-are-you-getting-the-best-value-from-your-contract/ https://analystrelations.org/2018/04/04/iiar-discussion-group-negotiating-with-forrester-are-you-getting-the-best-value-from-your-contract/#comments Wed, 04 Apr 2018 18:02:30 +0000 https://analystrelations.org/?p=227785 Feeling the pinch in your negotiation with Forrester on your subscription contract?Do you feel comfortable in buying the multiple seats being pushed your way? Is Forrester covering the technology and business areas that are important for you?  You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)

IIAR negotiating with forrester. aniruddho Mukherjee, ludovic leforestier

Forrester seems to force sell multiple seats, TEIs etc during renewals. Forrester analysts may be amongst the top IIAR Analyst of the Year 2017 but is Forrester seeing an exodus of top talent? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a flip flop in Forrester’s focus on various key topics and verticals. Also the research subscription costs seem to be increasing at 10-20% yoy. They also felt that while Forrester had some great visualisation of data BUT insights were focused on niche topics like Customer Experience, Business Technology, Software and Marketing. Many Wave’s have not been renewed while others are renewed in an irregular cycle.

In past 2 years, Forrester has invested in its Consulting Practice and has been advising many end users on sourcing and business strategy. As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned a lack of transparency with vendor firms on the ways of working between Forrester analysts and Forrester Consulting.

Building on our previous conversations (see links below), the IIAR will host an in-depth discussion with IIAR members, looking at Forrester’s commercial practices and explore potential solutions.

Date: 26th April 2018

Location: Webinar > REGISTER here

London based member can attend in person > pls fill in form below (Holborn).
Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1000 EDT

Held under Chatham House Rule the discussion will be chaired by Aniruddho Mukherjee (@aniruddho, LinkedIn), IIAR UK Co-Lead and Head of AR and Branding, Europe for HCL Technologies) and Ludovic Leforestier (@lludovic, LinkedIn, IIAR co-founder and Director Influencer Relations at Criteo).

Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better, so please don’t forget to REGISTER. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR. So if you work at an analyst firm, we request you save yourself some time, have a beer and chill.

IIAR will act as channel for anonymised and aggregated IIAR Member feedback to Industry Analyst firms. This is to provide an opportunity for Industry Analyst firms to present their responses to ensure balanced view of the topic being discussed and help the industry effectively address the issues raised.

Related posts

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IIAR Discussion Group: negotiating with IDC. Are you getting the best value from your contract? https://analystrelations.org/2018/03/23/iiar-negotiating-with-idc/ https://analystrelations.org/2018/03/23/iiar-negotiating-with-idc/#comments Fri, 23 Mar 2018 21:32:31 +0000 https://analystrelations.org/?p=227773 Feeling the pinch in your negotiation with IDC on your subscription contract? Do you feel comfortable in buying the various Customer Segment (CS) options being pushed your way? Are you confident that you are getting value from your contracts? You’re not alone – many of your peers and IIAR members have commented (see the IIAR Tragic Quadrant 2017)

IIAR negotiating with IDC with Aniruddho Mukherjee and Ludovic Leforestier

IDC may be amongst the top IIAR Analyst Firm of the Year 2017 but are you getting the best value from your relationship? As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned that they felt a push by IDC for running joint events, buying new CS which themselves are granular subset of the larger IDC CS access. As the analysts manage the P&L, they too seem to want to push buying multiple granular CS.

In 2017, China Oceanwide Holdings Group, a Chinese privately owned investment company, acquired IDC. While IDC continues to offer global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. As per the IIAR Analyst Firm of the Year 2017 survey, AR professionals mentioned costs seem to be increasing at 10-20% yoy. They also felt that IDC was not investing enough on improving the IDC website or better visualisation of data.

Building on our previous conversations (see links below), the IIAR will host an in-depth discussion with IIAR members, looking at IDC’s commercial practices and explore potential solutions.

  • Date: Friday, April 13, 2018
  • Location: webinar > REGISTER
  • Time: 1600pm GMT / 1700pm CET / 0700 PDT / 1000 EDT

Held under Chatham House Rule the discussion will be chaired by Aniruddho Mukherjee (@aniruddho, LinkedIn), IIAR UK Co-Lead and Head of AR and Branding, Europe for HCL Technologies) and Ludovic Leforestier (@lludovic, LinkedIn, IIAR co-founder and Director Influencer Relations at Criteo).

Of course, by attending you will not only have the opportunity to give your knowledge and opinions but also gain from that of others and have the advantage to submit questions directly. Let us have a lively discussion, the more of you that join in the better, so please don’t forget to REGISTER. Attending IIAR Events is free and restricted to AR professionals active members of the IIAR. So if you work at an Industry analysis firm, we request you save yourself some time, have a beer and chill.

IIAR will act as channel for anonymised and aggregated IIAR Member feedback to Industry Analyst firms. This is to provide an opportunity for Industry Analyst firms to present their responses to ensure balanced view of the topic being discussed and help the industry effectively address the issues raised.

Previous posts:

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IIAR Roundtable Findings: How similar are the Sourcing Advisor Relations and Analyst Relations roles in the US? . . . https://analystrelations.org/2018/01/26/iiar-roundtable-findings-how-similar-are-the-sourcing-advisor-relations-and-analyst-relations-roles-in-the-us/ https://analystrelations.org/2018/01/26/iiar-roundtable-findings-how-similar-are-the-sourcing-advisor-relations-and-analyst-relations-roles-in-the-us/#respond Fri, 26 Jan 2018 17:26:18 +0000 https://analystrelations.org/?p=219256 IIAR Sourcing Advisory GroupA few years ago, I transitioned from an AR Practitioner to an Analyst & Advisor Practitioner and have met a few others like me.  I have also met  Analyst Relations professionals who have been thinking about transitioning to Sourcing Advisor Relations (SAR).  To discuss the SAR role in more detail, Ed Gyurko (LinkedIn, @edgyurko) and I created the IIAR SAR Workgroup. I hosted a roundtable webinar and this blog is a summation of that webinar.

A new breed of (Sourcing Advisor Relations) SAR is emerging, whose job resembles that of a solutions broker. To succeed, a new skill-set is needed. For analyst relations professionals, the gap is widening and it’s becoming harder simply to move over into Advisor Relations.

As we’ve heard from many sources, the big deal is dead. Buyers have been buying for some time and have become mature, relying less on advisors to assist them with the “big deals”.

What does the new deal look like?  For most organizations, the new deal has components of digital transformation, automation and /or RPA. To truly be successful at a deal with these new types of services, clients, providers and advisors will need to collaborate much more and co-create deals together.

What are the skills needed by SARs to co-create deals? How are the SAR and the AR roles the same and how are they different?

To answer those questions,  Paul Reynolds, Chief Research Officer of ISG (LinkedIn, @PaulLReynolds) and I gathered last December a panel of eminent Sourcing Advisor Professionals: for a roundtable webinar:

  • Joe Hogan / VP and Head of Global Advisory and Analyst Relations, HCL (LinkedIn, @Irishczech)
  • Maureen Barry / Head of Advisor Relations, IBM (LinkedIn, @BarryMH)
  • Mark Noller / Senior Global Sourcing Manager, Infosys (LinkedIn)

The panel kicked off with Paul Reynolds from ISG sharing a few highlights from his recent survey of (SAR) Professionals

How are teams organized:

  • Providers either have analyst relations integrated with their advisor relations functions or separate
  • 40% of providers have an integrated team, either because their budgets are limited, or because they want to ensure they have a consistent message externally
  • 60% have separate groups, mainly because there are different expectations from the 2 functions and there are, therefore, different skillsets required to achieve those objectives

How are teams growing:

  • SAR teams have been growing across the board.  Team sizes have doubled or tripled since 2013.
    • The smallest team have on average 3 FTEs with the largest teams having 10 on average.
    • Advisor Relations teams are expected to grow on average 2 FTEs per team for those that are planning to grow.
  • Paul also discussed the typical metrics (from the ISG SAR Survey) for the Advisor Relations Role:
    •         # of deals that come through the channel
    •         the $ value of those deals.
    •         the % of the deals won
    •         the $ value of those wins.

These measurements tend to be quite different from Analyst Relations, where some metrics include:

  • # of mentions
  • Tone of mentions
  • Movement in the magic quadrant
  • # of briefings

The panelists agreed that the SAR Professional of the future, will be more of a solutions broker. He/She will need to facilitate both external parties such as platform vendors, software vendors, strategic consulting firms such as Deloitte, KPMG, EY, PWC, etc, traditional sourcing advisory firms such as ISG, Avasant, WGroup, etc as well as their internal functions such as sales, alliances, legal, etc to create the new “mega-deal” of the future. The new deal will be collaborative in nature, with industry and line of business expertise.

Since the new deals will be more about collaboration, the metrics for the SAR need to take into consideration the collaborative efforts that these professionals create.

Our panelists reported into either sales or marketing, though it was strongly noted, that regardless of where the function reports into, there needs to be sponsorship from the head of the business to ensure top down participation and support.

The key similarities between an analyst relations professional and a sourcing advisor relations professional is the nature of collaboration.  Both functions must collaborate with both internal and external stakeholders to be successful in their job.  Where AR and SAR differ is on the sales side.  SARs need to have a strong sales or business development skill set.  Also going forward, as the deals become more complex, the SARs will need to have more technical know-how to become the deal orchestrator or the solutions broker.

The SAR role may be a good fit for an AR professional looking to make a move and expand their skill sets.  The SAR is an influencer, must have great relationship, collaboration and sales skills to be successful. The AR role will also be a very critical role as newer technologies are introduced.

If you’re in analyst relations and looking for a career move, I would recommend you think about your metrics vs the SAR, as well as some of the differences in skill sets to determine if you think this is the right fit for your situation.

If you’ve enjoyed this blog and want to hear more about the SAR role, please join, my co-Chair for the Sourcing Advisor Relationship work group, Ed Gyurko, on Feb 1 to learn about the State of Advisor Relations in Europe.   Or if you would like to get involved with the SAR workgroup, as a speaker, suggest a topic, write a whitepaper, etc, please send a note to Ed and I using the form below.

[contact-form]

 

Related posts:

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IIAR Webinar: the state of Advisor Relations: Europe (1 Feb) – Rescheduled https://analystrelations.org/2018/01/08/iiar-webinar-the-state-of-advisor-relations-europe-1-feb-rescheduled/ https://analystrelations.org/2018/01/08/iiar-webinar-the-state-of-advisor-relations-europe-1-feb-rescheduled/#respond Mon, 08 Jan 2018 10:38:30 +0000 https://analystrelations.org/?p=215707 IIAR Sourcing Advisory GroupWith profound and rapid changes taking place in the Outsourcing Services industry, what does the present and future look like for the sourcing advisory firms and those executives who manage relations with advisors. ISG estimates 30+ new Advisor Relations positions for 2018. One of the feeding grounds for Advisor Relations is Analyst Relations. Roles are morphing into “Influencer Relations” positions.

Don’t miss out, register today for this rescheduled event. Note this event is free for IIAR Members and is restricted to Advisor and Analyst Relations Professionals only. All attendees will need to register with a company email address and will also be required to identify themselves upon dialing in. IIAR non-members can pay £25 to join the call.

 

State of Advisor Relations: Europe – February 1st at 1600 GMT / 1100 EST

Join IIAR moderator Ed Gyurko / Advisor Relations Consultant (LinkedIn, @edgyurko), and panelists:

  • Paul Reynolds / Partner Provider Services, Chief Research Officer, ISG (LinkedIn, @PaulLReynolds)
  • Caroline Mackrill / Advisor Relations UK and Nordics, Infosys (LinkedIn)
  • Minna Metsala / Head of Advisor Relations Nordics, Capgemini (LinkedIn)
  • Ben Waterston / Director – Advisor Programme, HCL (LinkedIn)

 

Click here to register (need to register well in advance) and there to buy your ticket if you’re not already an IIAR member.

Click here for details on how to join the SAR and the IIAR or just click below to get your membership.


 

The IIAR (Institute of Industry Analyst Relations) has created a Sourcing Advisory Relations (SAR) Working Group, led by Wendy Shlensky / VP Analyst and Advisor Relations, HGS (LinkedIn, @WLS26) and Ed Gyurko (LinkedIn, @edgyurko). The goal of this workgroup is to provide education and networking for analyst & advisor relations professionals. The IIAR (analystrelations.org) 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.

If you have any queries on this event please use the contact form below to contact Ed.

 

Read also:

 

[contact-form]

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IIAR Webinar: the state of Advisor Relations: Europe (13 Dec) and North America (14 Dec) https://analystrelations.org/2017/12/06/iiar-webinar-the-state-of-advisor-relations-europe-13-dec-and-north-america-14-dec/ https://analystrelations.org/2017/12/06/iiar-webinar-the-state-of-advisor-relations-europe-13-dec-and-north-america-14-dec/#respond Wed, 06 Dec 2017 09:45:06 +0000 https://analystrelations.org/?p=211705 IIAR Sourcing Advisory GroupWith profound and rapid changes taking place in the Outsourcing Services industry, what does the present and future look like for the sourcing advisory firms and those executives who manage relations with advisors. ISG estimates 30+ new Advisor Relations positions for 2018. One of the feeding grounds for Advisor Relations is Analyst Relations.  Roles are morphing into “Influencer Relations” positions.

To this end, IIAR (International Institute of Analyst Relations) has created a Sourcing Advisory Relations (SAR) Working Group, led by Wendy Shlensky / VP Analyst and Advisor Relations, HGS (LinkedIn, @WLS26)  and  Ed Gyurko (LinkedIn, @edgyurko).  The goal of this workgroup is to provide education and networking for analyst & advisor relations professionals.

To kick things off the SAR will host two teleconferences.

Don’t miss out, register today. Note this event is free for IIAR Members and is restricted to Advisor and Analyst Relations Professionals only. All attendees will need to register with a company email address and will also be required to identify themselves upon dialing in. IIAR non-members can pay £25  to join the call.

State of Advisor Relations: Europe – December 13th at 1600 GMT / 1100 EST

Join IIAR moderator Ed Gyurko / Advisor Relations Consultant (LinkedIn, @edgyurko),  and panelists:

  • Paul Reynolds / Partner Provider Services, Chief Research Officer, ISG (LinkedIn, @PaulLReynolds)
  • Caroline Mackrill / Advisor Relations UK and Nordics, Infosys (LinkedIn)
  • Minna Metsala / Head of Advisor Relations Nordics, Capgemini (LinkedIn)
  • Ben Waterston / Director – Advisor Programme, HCL (LinkedIn)

Click here to register (need to register well in advance) and there to buy your ticket if you’re not already an IIAR member.

State of Advisor Relations: North America – December 14th at 4pm GMT/11am EST

Join IIAR moderator Wendy Shlensky / VP Analyst and Advisor Relations, HGS (LinkedIn, @WLS26) and panelists:

  • Paul Reynolds / Partner Provider Services, Chief Research Officer, ISG (LinkedIn, @PaulLReynolds)
  • Joe Hogan / VP and Head of Global Advisory and Analyst Relations, HCL (LinkedIn, @Irishczech)
  • Maureen Barry / Head of Advisor Relations, IBM (LinkedIn, @BarryMH)
  • Mark Noller / Senior Global Sourcing Manager, Infosys (LinkedIn)

Click here for registration and and there to buy your ticket if you’re not an IIAR member.

 

 

Click here for details on how to join the SAR and the IIAR or just click below to get your membership.


If you have any queries on this event please use the contact form below to contact Ed and Wendy.

 

The IIAR (analystrelations.org) 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.

[contact-form]

[contact-form]

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What’s really going on with Ovum? Meet the MD, Aneil Rakity https://analystrelations.org/2017/09/18/whats-really-going-on-with-ovum-meeting-the-md-aneil-rakity/ https://analystrelations.org/2017/09/18/whats-really-going-on-with-ovum-meeting-the-md-aneil-rakity/#respond Mon, 18 Sep 2017 15:16:10 +0000 https://analystrelations.org/?p=187600 Aneil Rakity / Ovum - IIAR website - Photo©John Cassidy The Headshot Guy® www.theheadshotguy.co.uk 07768 401009Ovum (related blog posts, website) the UK-based analyst firm which enjoys a soft spot in the hearts of many AR pros, has gone through tough times in recent years.

Multiple changes of ownership accompanied by several different MDs have led to inconsistent and regularly changing strategies for the business, and a considerable turnover of staff.

Is this period in Ovum’s history now at an end, following the appointment of Aneil Rakity (LinkedIn) as the MD in 2016?

David Rossiter (LinkedIn, @davidrossiter), IIAR UK Chapter and director of analyst relations at Harvard, had the opportunity recently to sit down with Aneil and chief research officer Tim Jennings (@tjennings, LinkedIn) to find out what’s going on.

Read on for this and don’t miss the IIAR Webinar with Ovum on Wednesday 25th October > REGISTER NOW.

Since joining 18 months ago, Aneil has worked with his team on developing the vision and strategy for Ovum, securing parent company Informa’s support for his plans, and getting the business in shape to deliver them.

One of the first questions I put to Aneil was whether the Ovum brand would continue to be used. He was quick to dismiss any suggestion of rebranding to Informa and confirmed that Informa agreed with this decision and saw substantial value in the Ovum name.

In discussing where Ovum plays in the TMT (technology, media and telecoms) ecosystem, Aneil confirmed that Ovum has a focused strategy and isn’t trying to offer a comprehensive range of research and advisory services across all areas of the TMT space.

Instead, he is focusing Ovum not only on traditional areas of expertise (e.g. consumer/enterprise telco services, media & entertainment, service provider technology) but also increasingly targeting specific high-growth or disruptive subsets of the TMT market where he believes the company has market-leading capabilities. These include IoT, Cloud, 5G, Big Data, Security, Payments, Devices and AI.

Data and forecasts, which Aneil described as “a historic Ovum strength”, remain critically important to the business, and a key part of the strategy is to ensure that Ovum’s insights are built on a robust fact base.

Aneil also confirmed that Informa investment is going into an upgrade to the Ovum Knowledge Center platform and the creation of a new Forecaster product that will give clients what is thought to be “a unique ‘whole of market’ view.”

Overall, Aneil wants Ovum to be able to make a difference to its customers, enabling digital service providers and their technology partners to profit from the connected digital economy.   At its core, Ovum says it is helping its customers to answer three questions: where to play, what to deliver, and what to sell.

To accomplish this, Aneil is looking to expand Ovum’s international presence (there’s a new office in San Francisco and further hires in Asia) and approach its target areas in a more joined-up, coherent and practical way, concentrating on how technologies can be applied to specific use-cases and industries.

Driven by customer interest, this has led to a research agenda covering topics such as “The Augmented Customer”, “Digital First Strategies” and “The Hyper-Connected World”.  Aneil and Tim discussed the importance of vertical understanding, highlighting strengths in areas ranging from communications to financial services, the public sector, education and retail.

Given active support by Informa at board level, there seems to be a good chance of Aneil’s strategy for Ovum succeeding.  He is clear about the challenges that Ovum has faced in the past and wants to avoid the company making the same mistakes again.

The goals he has set look ambitious but reasonable and achievable, and capable of delivering value to customers.

He has also been able to secure the support of some well-known and highly-regarded research leaders to sit on his research leadership team, including Tim Jennings as Chief Research Officer.

On top of this, Brad Hecht joined Ovum earlier this month as Global Research Director. If his name isn’t familiar to you, Brad’s worked for over 20 years in leadership positions at the Reputation Institute, CEB, and the Yankee Group. He was also the vice president and general manager at the Massachusetts Institute of Technology, where he was responsible for expanding MIT’s content strategy, including working with MIT’s Technology Review magazine and the creation of its Internet media property.

Despite all this, there do remain some questions over what Ovum’s future will look like.

One difficulty in targeting fast-growing, disruptive markets is that other firms also see the opportunities these present. At least two other global analyst firms we’ve spoken to recently have identified the same segments as a key focus. Ovum will only be successful in these sectors if it is able to deliver a unique approach for customers, something that has already been given some thought and attention.

Then there’s the question about how much emphasis Ovum will continue to place on selling research and advisory services to the end-user enterprise market.

Aneil says this continues to be an important market segment for Ovum but that services will be increasingly delivered by analysts outside of the traditional “technology buyer” team.

The rationale is that these end-user clients (including both line-of business and technology executives) are looking for a trusted advisor on so-called “digital hotspots”. They want the answer to the question “how do I transform my IT in a digital way?”  Aneil sees their needs being best met by bringing together sector specialists and horizontal technology analysts, which seems a sensible approach.

When asked about some of Ovum’s differentiators, Aneil called out its comprehensive data and forecasts, depth of analyst and consulting expertise in key digital services and markets, and the benefits of being part of Informa.

On the latter point, Aneil highlighted not only the enterprise reach and influence that Ovum gains through Informa’s series of conferences (that its analysts regularly chair), but also the benefits of Informa’s acquisition last year of Penton Information Services, a US exhibitions and professional information services group.

Penton has brought Informa a new set of marketing services capabilities and the ability to reach over 20 million professionals in North America, across a range of industry sectors.  Aneil, who is regularly out talking to Ovum’s clients, said that they had responded very positively to this development and new services “are in the works.”

However, probably the biggest question is whether Aneil will be given enough time to fully implement his strategy and show it is working.

In the past, Informa has sometimes left the impression that it’s overly impatient to see results; if Ovum didn’t deliver quickly on a new strategy, it was time for a change.

Aneil’s vision and strategy for Ovum come across as credible and realistic. It also seems that early results are promising and customers are buying into the new-look company.

Let’s hope so. In a market dominated by one global player, it’s good to have as many credible alternatives out there as possible. A successful Ovum has an opportunity to firmly cement itself as one of these.

It’s going to be interesting to see what happens.

Upcoming Webinar

We will be holding a webinar with Aneil and some of his Ovum colleagues on Wednesday 25th October, including Q&A. If you’re interested, please REGISTER NOW.

IIAR Webinars are free to attend for all IIAR Members, a good reason for joining the IIAR. For non-members there is a fee of $25 / £25 (pay here) that is redeemable against IIAR Membership over the next 12 months. Join the IIAR via the form on this page, new members are always welcome !

 

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