Comments on: Analyst Relations Basics – part three

By: buzzmethod

buzzmethod — Sun, 05 Dec 2010 22:28:02 +0000

But JY, “During a vendor briefing, the flow of information predominates from vendor to analysts and is not interactive. Analysts may ask questions of clarification during a briefing session, however, analyst feedback is not the focus and should not play a part or role within any given vendor briefing session.”

Source: http://bit.ly/e2Bn9k

Surely you’re in complete agreement with your former employer?

Personally, I think there’s no point in not having a conversation!

(sorry I was a bit late in following up your comment…)

By: Nancy Shapira

Nancy Shapira — Sat, 10 Apr 2010 10:42:32 +0000

I agree BUT–there is a difference in having more access to analysts which comes by way of a paid subscription and pay for play. Clients do need to understand the difference in that just because you have a subscription to an analyst group does NOT mean that they will write about you and if they do–not always good stuff. That is where the relationship building comes in and a good AR person–and even then–there are no guarantees….I have clients who in the past paid analyst groups the money but did not spend time engaging with them and then couldn’t understand why they weren’t in the report. We always coach our clients and tier the analysts on the 3 benefits of working with analysts: Influence on the buying process, Insight into the market and Exposure–only one or two analyst groups are good for all three.

By: [Guest Post] Analyst Relations Basics – part three « The IIAR Blog

[Guest Post] Analyst Relations Basics – part three « The IIAR Blog — Mon, 01 Mar 2010 16:17:33 +0000

[...] part three Posted on Monday 1st March 2010 by buzzmethod NB This is a cross-post from the Buzz Method blog, where it was originally posted in February 2010 as the third in a series of articles on Analyst [...]

By: buzzmethod

buzzmethod — Mon, 22 Feb 2010 12:39:04 +0000

Thanks Marc.

I agree that the 1st thing to do is identify the business goals/marketing priorities. But the same goes for all marketing activities, too often it’s not the case (particularly around social media), which is totally bonkers.

Knowing how to use the subscription is vital, yes, and requires coaching at the outset, together with continual appraisal to ensure maximum benefits. Sorry to hear you’ve only known one vendor who got the most out of their seat – I admit that plenty of companies don’t use theirs particularly well, but my experience is that at least as many reap significant rewards from theirs. You’re right that just throwing a seat to someone is a recipe for a flop.

Do agencies need subscriptions? Well, you’ll just have to read my next post. I have a very clear position on this and don’t expect everyone to agree with me, just because I’m right.

By: marcduke

marcduke — Mon, 22 Feb 2010 09:03:26 +0000

Great piece Dom, my only comments are its all well and good having a subscription but the key is do you know how to use it?? I can only think of one vendor I worked for that was a subsidiary of a very large business and they were brilliant at maximising their Gartner seat, but they had the right people to make the best use of it.
The other point is having a seat does ensure face time/ear time is given but the bugets/marketing priorities may not necessairly match.
The other v. interesting area is the agency subscription again do you need a ferari to do you grocery shopping??
Great post!

Marc
PS New blog site: http://marcduke.wordpress.com/

By: Jonathan Yarmis

Jonathan Yarmis — Fri, 19 Feb 2010 17:36:09 +0000

A wise man once said “there’s no such thing as an analyst briefing.” If you go in with the objective to “brief” an analyst, you’ve already failed. We go in with the objective to engage in a dialogue. If your stated objective is fundamentally a monologue, we’re off to a bad start. I’d be happy if I never heard the word “briefing” again…unless that’s really what you mean.