Category: 5. Leverage – AR reinforcement

Leverage is the reinforcement stage of the IDEAL model. At the end of each analyst relations program period, we should have an inventory of insights and silver bullets for our stakeholders, organizational learning to refine the next cycle of analyst relationship management, and a plan of action to reinforce the value created by the analysts for our firm.

Using the analysts to educate IT buyers beyond praising your products [Vendor Sales]

Posted on by

icon-dollar-euro.jpgMore often than not, communications or IT vendor sales reps never think about using a tech industry analyst to advance a sales deal. On those infrequent occasions when a sales rep does thinks about leveraging analyst commentary, it is almost always in the context of e-mailing an analyst research note that says wonderful things about the product the rep is selling. This is very much like restaurant owners who tape positive newspaper reviews to their windows. However, a product centric approach misses the chance to use the analysts to educate IT managers about a broad range of issues that can generate future sales opportunities.

Often tech buyers get stuck on what direction to go in for a particular situation, which frequently leads to the buyer doing nothing. Sometimes it is a case of “analysis paralysis” about a strategy or tactic. In other cases, the buyer cannot convince management to […]

For IT managers – It’s “Praise Your Vendor” Inquiry Day

Posted on by

icon-phone-headset.jpgNow 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 […]

Training the sales reps: keep it simple, short, small words [Vendor Sales]

Posted on by

icon-dollar-euro.jpgOK, that title was not fair to the sales team, but it makes a good point about how to do training.  Often AR teams try to teach sales so much about analysts that they overwhelm them and miss the real point.

The sales team needs basic information about who the analysts really are, which ones you believe influence your revenues, and how to deal with both positive and negative commentary.  They should also understand how to feed information back to the AR team.  They don’t need extensive information, but material that is brief, understandable, and relevant.  Establishing a communications channel with sales is more important than […]

Using inquiry… Influence the analysts’ research agenda

Posted on by

icon-phone-headset.jpgWe 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 […]

Why reporters call the wrong analysts

Posted on by

icon-the-press-110w.jpgHow many times have you seen an analyst quote in the press and wondered “well why did the reporter contact that analyst” or “if that reporter had contacted someone familiar with us we would have been more favorably mentioned”?

Reporters use a variety of sources to gain content for their articles and frequently quote analysts to add credibility to their data, observations, or opinions. Sometimes it seems that some publications have a policy that each article contain at least one industry analyst quote. In some cases the analyst is named, while at other times the reference might be “a leading analyst from ” or “according to analysts.

Unlike quotes in your press releases you have little control over these analyst quotes.  Or do you?  If you are working closely with […]

Potential analyst inquiry topics for IT and communications vendors

Posted on by

icon-phone-headset.jpgSageCircle 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, when was the last time you did an inquiry? [Startup Saturday]

Posted on by

rocket-for-startups.jpgStartups 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 […]

“The reports of my death are greatly exaggerated.”

Posted on by

icon-the-press-110w.jpgThis oft-attributed quote to Mark Twain might sum up how the Motorola AR teams feels about a quote by an analyst in Motorola CMO out: Tried to save Razr, got cut saying that the entire AR team has left Motorola. “Wow!” I thought, “That is absolutely amazing!” Just to double check, I dropped the Motorola AR folks an e-mail. The response was quick and no, the AR team was still there. I’m sure the analyst is now thinking “Oops!” More importantly, I hope the reporter is a little red faced as well.   […]