Planning and Measurement: more than activities, these are essential components of effective AR

SageCircle - connection between planning and measurementTop-performing analyst relations (AR) programs follow a simple model: 

  1. Define the results they want to achieve
  2. Define and execute a set of activities designed to achieve the stated results
  3. Measure progress

This approach not only helps to keep the program focused, it is critical for gaining and maintaining executive sponsorship and support.  Executives do not have time to learn the details and nuances of AR operations. They could care less how many briefings AR performs, how many e-mails were sent, or how many analyst requests the AR team supports. Executives want to know

  1. What are the business-relevant results the AR program will deliver
  2. Does the AR program have a plan (or is it flying by the seat of its pants)
  3. Is the plan reasonable
  4. How will the program prove its impact

Many AR programs lament their lack of strong executive support, yet have not committed the time necessary to develop the key ingredient for executive sponsorship, a pragmatic […]

The process for developing an AR Strategic & Tactical Plan

SageCircle's AR strategic & tactical plan processCreating a comprehensive AR plan is a significant undertaking, with myriad steps and details. To accomplish this work in an efficient and effective manner — and to ensure nothing falls through the cracks — AR teams should follow a process similar to the one depicted in the graphic (click to enlarge). 

Going through a formal process is worth the effort. We have seen clients’ AR programs receive more headcount and budget when other departments in their companies face cutbacks in tough economic environments. Why? Because these AR programs had realistic AR plans that focused on delivering business value (including sales support which is prized in recessions) that could be measured.

SageCircle Technique:

This AR planning process has six discrete steps (numbered items relate to numbered circles on the diagram):

  1. Assess your AR program. This step helps identify opportunities to build on existing programs and to improve weak or non-existent areas
  2. Align AR goals with overall corporate objectives to prove AR’s value and to make timely adjustments based on business needs
  3. Build outreach programs and activities to accomplish […]