How AR used analyst inquiry to help an end user make a decision leading to a $1.2m win (Case Study)

icon-dollar-euro.jpgThis post is one in a series of case studies on analyst relations teams have worked with their sales colleagues to grow the company’s top line. Readers that have AR-sales stories they would like to turn into case studies are encouraged to contact SageCircle. We will do the work of creating a case study at no charge. 

About the Company: The IT vendor in this case is a multi-billion dollar server and storage hardware company that sells to large enterprises with a direct sales force. The analyst relations (AR) team consists of one director and three AR managers. There is a formal but early stage AR-Sales Partnership program in place.

Situation: This project was kicked off by an email from a sale representative to the analyst relations (AR) lead on the AR-Sales Partnership program requesting assistance. The email read in part:

“…IT shops in large healthcare organizations are very project driven.  They get funding for special projects, approved by the Board of Directors, which are unpredictable at best.  …

Recently, we were approached by <prospect> to provide a hardware quote for about $1.2Million of servers and storage.  They have been tasked to present the platform solution to the <prospect> Board of Directors and one of the issues they need to address is server and storage life cycle.  In support of their ROI analysis they needed an unbiased 3rd party statement on server refresh.  That is where this request is coming from. …”

Action:  The AR manager worked with the sales representative to arrange an inquiry with an advisory analyst to discuss server refresh decision methodology and how to create a business case to present to the Board of Directors. The steps that AR took were: […]

Rapid Response by AR saves a $35 Million Deal (Case Study)

icon-dollar-euro.jpgThis post is one in a series of case studies on analyst relations teams have worked with their sales colleagues to grow the company’s top line. Readers that have AR-sales stories they would like to turn into case studies are encouraged to contact SageCircle. We will do the work of creating a case study at no charge.

About the Company: The IT vendor in this case study is a $6 billion per year IT professional services and outsourcing company that sells to governments and large corporations. The AR department consisted of one AR director and one AR coordinator.

Situation:  AR was notified by Sales that a bid for a $35m services opportunity never materialized because a major analyst firm had not included the company on the short list. This was puzzling because the AR department had recently developed a good relationship with the analyst in charge of research for this market.

Action:  The AR director did an inquiry with SageCircle to develop an appropriate course of action. After the inquiry, the AR director contacted her colleague in Sales to obtain more information. The underlying cause of the short list exclusion was that the prospect had outsourced several components of the vendor selection process to a major analyst firm’s consulting group. The analyst firm consultant’s job was to create the request for proposal (RFP), set up the vendor short list in collaboration with the client, send the RFP to the selected vendors, and then evaluate the responses. The client was to make the final vendor selection decision based on the work the consultant had done.

The key item found during the investigation was that the analyst firm employee was a consultant not an analyst. A follow-up inquiry with a SageCircle strategist provided the AR director with the critical insight that analyst firm consultants do not always work with the analysts, even though a close relationship between analyst and consultant is often implied when analyst firms sell consulting engagements. Quite often, consultants refer to written research and do not actually talk with analysts, even from their own firm. Exacerbating this situation, consultants often […]

AR-Sales partnering – comments from AR managers at the Coffee Talk

icon-dollar-euro.jpgThere was a great turn out at the two February Coffee Talks on the topic of AR and Sales partnering to drive revenues. The best part of the Coffee Talks is when AR managers share their experiences and ask questions. Here are some of the comments from the past two Coffee Talks. 

Comment: Dana Stiffler (AMR analyst, Twitter handle) tracks the value of the deals she is influencing…

SageCircle: Not many analysts are savvy enough to formally track that kind of information like Dana. However, most analysts can give you a top-of-mind feel for the number of deals they are advising technology buyers on in a typical week or month and a rough average of size per deal. Not scientific, but this info can provide useful anecdotal points for AR teams to use with their executive sponsors.

Comment: I had a panel at a sales kickoff where sales folks told their success stories of working with analysts and AR… it was the best way to instantly gain credibility.

SageCircle: Sales reps want to know what techniques work so this type of “customer panel” is incredibility effective. To make it even more effective, AR can follow with tips-and-tricks and lessons learned from these sales reps to be posted on the internal sales portal/blog, included in regular sales newsletters, and during regular sales team conference calls. Repetition is a critical success factor to making sure that the training about the analyst impact on sales deals sticks.

Comment: Most good sales people understand the value of relationships and once you’ve helped them, they “pay you back” by keeping you informed… when they remember.  Best thing is to keep a tickler file and check back with them regularly for a status.

SageCircle: One of the common questions we get when talking about AR-Sales Partnerships is whether the sale reps will give anything back or share credit with AR. The answer is absolutely because smart sales reps will want […]

Do I place my bets on AR-Sales partnering or adopting social media?

icon-dollar-euro.jpgQuestion: If I had to choose between starting an AR-Sales partnership or launching a social media initiative, which way should I go? If I did both, but with limited resources, how should I divide my efforts?

 During the happy hour after the first session of our STRATEGIC ISSUES advanced AR seminar, one of the attendees asked these great questions. Both Dave and Carter answered immediately and in unison:

     “AR-Sales!”

Why? Even a simple AR-Sales partnership pilot will give the AR team an opportunity to gather real world examples of the analysts impacting sales opportunities. These types of hard sales numbers, even in anecdotal form, are powerful tools for illustrating the strategic value of AR. In addition, a pilot project can […]

Tool for Sales – The Prospect Profile Form

icon-dollar-euro.jpgThe analysts possess a wealth of information that can help vendor sales organizations better understand their prospects. The question is how to get the information from the analysts. SageCircle has put together a simple process and checklist that AR can use to conduct a structured inquiry with key analysts to collect and organize important information about your prospects. The process is simple. Schedule an inquiry with one or two of your Tier 1 analysts (with whom you have Inquiry privileges). Use the questions on the Prospect Profile checklist to gather information from the analyst and enter the responses into the form. After finishing the inquiry, complete the form and forward it to sales.

There are two main categories of input that you are looking for: “Analyst’s Perceptions about the Prospect or its Peer Group” and “Analyst’s Perceptions about Your Differentiation in this Situation.” Within each main category there are sub questions like market, prospect and business challenges. 

Besides obtaining valuable information and insights for your sales teams, using this technique is also a great way to improve your relationships with key analysts. As we mentioned […]

How closely does AR, PR and Sales have to coordinate?

Here is an interesting comment (click to enlarge) that might portend a problem for technology vendors in the near future:

This reminds me of the discussions in the mid-90’s around the then nascent market category of customer relattionship management (CRM). One of the perceived benefits of CRM was that it would provide companies a single view of the customer that would make life easier for the customer and provide business value to the company. But there was also huge disagreements over who would “own” the customer: customer service, marketing or sales.

Today, people are starting to play multiple roles as customers, influencers, collaborators and […]