Analyst relations seems straightforward enough – as a tech vendor, you relate key milestones and elements of strategy to those industry analysts who you think will have the greatest reach to your target market. Right? In my opinion though, the best analyst relations professionals also flip that model. With just as much vigour and interest, they ensure that the leaders in the company are not only aware of overall market trends and emerging technologies that could impact short term AND long term revenues, but they also consider how best to respond to market indicators. How do you do THAT? It’s like inserting yourself into the C-Suite, or as part of the Office of the CEO or Strategy team. How do you get senior executive leaders to listen? And more importantly, to take action based on the market trends you bring them? Continue Reading →
Tag Archives | industry analysts
As an analyst relations manager you may ask yourself the question: Should I do any specific German AR? Should I run an activity at CeBIT in Hanover, or at the Supercomputing show in Leipzig or set up exclusive f2f meetings with analysts at some location like Munich or Frankfurt, and maybe do it in local language? Should I send my stakeholders to a local analyst event like the Gartner CIO summit in Berlin?
How does the German analyst landscape look like. Which industry and analyst events are relevant? How big is the German analyst firms’ influence? Continue Reading →
(This post is cross-posted on the SoftwareInsider blog.)
Eight Major Influencer Types Exist Today
Analyst relations, public relations, influencer relations and other interested parties have witnessed the rapidly evolving and emerging buy-side and market influencer models. In the past, eight influencer types followed five distinct traits (see Figure 1):
- Fame. Awareness, notoriety, perceived market status.
- Fortune. Billing rates, wealth, earnings.
- Market impact. Buy-side decisions making, sell-side product direction.
- Personal impact. Individual decisions, behaviour changes.
- Initial business model. Revenue drivers, monetization strategy.
Figure 1. Five Traits Of The Major Influencer Types