Join us for our second Sage Intelligence Briefing of 2021 featuring SageCircle Senior Advisor, Efrem Mallach, and CEO Sarah Shamouelian. Win-loss analysis is featured in every marketing textbook and explores reviewing a sales campaign, after a prospect has made a choice, to see what can be adapted to help with future campaigns. Every marketing consultancy[…]
The 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 […]
SageCircle promotes the use of inquiry and we have offered suggestions on various topics for both Enterprise IT research consumers and Communications and IT vendors. In general, vendors spend far less time doing inquires than they should. This both decreases the business value they are receiving from the analyst contract and misses some important soft dollar benefits that are hard to achieve in other ways. Not getting value from the inquiry contract also contributes to the perception of some vendor executives that advisory analysts like Gartner and Forrester are “pay for play,” otherwise why spend the money on the annual contract. In this post we will look less at the techniques and more at the realized benefits of a program of regular analyst inquiry.
Gaining real information
The stated purpose for inquires is to gain greater depth and understanding of an analyst’s research and opinions. As always, you should review the currently published materials before scheduling a briefing. However, inquiry can provide insights into an analysts’ work-in-progress and allow you to […]
For the most part the SageCircle blog concentrates how various members of the tech analyst ecosystem interact more effectively with the analysts (e.g., AR best practices and research consumer tips). This post is an experiment to give the community a chance to give a few friendly tips to the analysts.
SageCircle heavily encourages the use of inquiry for both communications and IT vendor AR teams and end-user client researcher consumers. While most analysts are well prepared for inquires we have personally experienced and received comments from members of the analyst ecosystem about those analysts that might have needed a bit more coffee before getting on the phone. One not so amusing story is the analyst who could not discuss the research he had written, could not remember writing it and […]
Now for something completely different… offering the analysts a vendor compliment in lieu of a complaint. Advisory analysts at major firms build their opinions based more on client feedback than on research evaluations. They generally do not do lab analysis or specific competitive research. That means that the perceptions they have of the products may be more highly colored by negative customer comments heard during client phone-based inquiries than reality would suggest.
SageCircle Technique: My suggestion to IT managers is that you […]
We have repeated stressed the importance of inquiry, both from the role of the vendor and that of the research consumer. Obviously it can be used to obtain information as well as inform the analyst. Another aspect of inquiry is the use of it to influence the research agenda of an analyst or a firm on behalf of either IT clients or vendors.
From the IT client perspective it can be very valuable to align the research agenda in the direction of your specific research needs. Analysts rate client inquiry highly in understanding the market direction. Your questions and observations, coupled with those of other clients, often cause shifts in the planned […]
SageCircle constantly recommends that communications and IT vendors take advantage of their inquiry privileges with analysts and actively work this activity into their interactions plan. In last Saturday’s post (click here) we encouraged startups to use inquiry and suggested some techniques that are valid for all vendors.
Inquiries are a great way to stay “top of mind” with your key analysts between major events or announcements. In addition, you can use inquiry to enhance the analyst relationship as long as you avoid idle chit-chat and ask questions of substance.
Some potential topics that might be appropriate for a vendor inquiry with an analyst might include […]
Startups agonize about buying analyst services – influenced by the myth that analysts are pay-to-play – but then underutilize what they bought. As we always say, it is what you do with the contract that gets you the benefit, not the act of writing a check.
One of the biggest crimes is not using that retainer-based analyst service (e.g., Gartner Core Research or Forrester WholeView) that you spent the big bucks to […]