How do AR teams get the information for building and ranking analyst lists? How do they know the people claiming they are analysts really are analysts? In many cases, the AR professional will look it up in a commercially available AR database or contract with an AR services firm that has analyst list creation product.
Are you in the database? Is the information accurate?
One of the important AR tools that AR teams have is their trusty Analyst Relationship Management application (ARM tool, think CRM specifically for AR) or standalone analyst database. The reason why these tools are so valuable is that the database is maintained by the vendor, saving AR the grunt work of tracking an ever changing universe of analysts.
AR teams use the electronic directories all the time to create new or to refresh existing analyst lists. Just go into ARM’s analyst search function, use filters like coverage or geography and bingo! a list of analysts is generated. If the AR manager has bandwidth and are so inclined, they will do some additional research. However, if they are pressed for time, then they simply go with the list from analyst database. A consequence of this is that if an analyst is not in the analyst database or the information is not up-to-date, then a relevant analyst might be left off of the list. Sorry about that.
Another way AR generates or refreshes analyst lists is by using services from dedicated AR firms or major PR firms with dedicated AR practices. For example, my team at my former employer used the Analyst Strategy Group (ASG). Why should I use an outside service if I clearly have the skills and access to ARinsight’s Architect ARM? Well, it was because I wanted a fresh set of eyes looking at a list or I wanted additional research done and I didn’t have the time.
These databases are used in real time to vet callers as well. An ARM or analyst database is a great resource when AR gets e-mails or calls from individuals they don’t know claiming to be analysts, especially if they are asking for sensitive data. If the firm and the individual are not in the ARM or analyst database, the AR professional will likely politely tell them that they cannot respond to their request.
Tekrati’s Barbara French made an interesting point in an e-mail exchange over an earlier version of this post: “Your post touches on an important topic: Analysts need to manage their own reputation. Many research companies are unwilling to invest in promoting their research bench beyond their own client/partner base. I understand what’s driving this trend, but on the other hand, I can only recommend analysts I know about.”
AR service providers that do analyst list creation
- Analyst Strategy Group
- Bite Communications
- Hill & Knowlton
- Knowledge Capital Group
- Weber Shandwick
Editor’s Note: A version of this post was originally posted on Carter’s former employer AR blog.
Bottom Line: SageCircle’s advice to analysts, especially at boutiques and single practitioners, is to make sure your firm and your personal data are in the AR databases and known to the AR services vendors.
Question: AR teams – Which tools or databases do you use to track the changing analyst landscape?