At all times, but especially during a recession, analyst relations (AR) programs need to effectively communicate to executive sponsors and other internal stakeholders the business value delivered by AR. Unfortunately, too many AR teams are so focused on interacting with the analysts that they do not do a good job telling their stories to their colleagues and the people that hold the purse strings. This can be a fatal mistake as AR is competing for resources – executive bandwidth for briefings, budget and headcount. Not communicating about business value means being at a disadvantage during budget discussions.
While there are many aspects to an edu-marketing (educating colleagues using marketing techniques) campaign, here are our Top Five Tips for effectively communicating AR’s business value:
(5) Develop a compelling “elevator pitch” for analyst relations
(4) Gather examples of analyst impact on actual and recent sales deals
(3) Constantly communicate, monitor, and adapt AR’s message
(2) Focus on the business impact of analyst relations
And the #1 tip for communicating AR’s value is… […]
Since 2000, SageCircle has helped analyst relations teams to focus on business value by encouraging innovative thinking that leverages insights and drives revenue.