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Influencing Influencers by Stan Dolberg of Carriage House Consulting
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Influencing Influencers by Stan Dolberg of Carriage House Consulting

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Published

Like it or not, the tech analyst firms, journalists, important bloggers, and other third parties in your world can have a big impact on how your business is perceived -- by investors, customers, …

Like it or not, the tech analyst firms, journalists, important bloggers, and other third parties in your world can have a big impact on how your business is perceived -- by investors, customers, potential employees and partners. Learn from an expert what makes these influencers tick and how to build a vital relationship.

Published in Business , Economy & Finance
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Transcript

  • 1. Influencing
the
Influencers:
 Ge@ng
Your
Message
Across Stan
Dolberg Founder
and
PrincipalCarriage House Consulting LLC Carriage House www.carriagehouseconsul/ng.com ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC
  • 2. Disclaimer www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 3. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 4. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy We
don’t
advise
companies
on
analyst
or
influence
rela/ons www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 5. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy We
don’t
advise
companies
on
analyst
or
influence
rela/ons HOWEVER, www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 6. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy We
don’t
advise
companies
on
analyst
or
influence
rela/ons HOWEVER, I
have
lived
both
lives:
Influencee
and
influencer www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 7. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy We
don’t
advise
companies
on
analyst
or
influence
rela/ons HOWEVER, I
have
lived
both
lives:
Influencee
and
influencer Any
resemblance
of
what
you
about
to
hear
to
actual
persons,
companies,
or
 situa/ons
is
purely
coincidental
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 8. Disclaimer Carriage
House
Consul/ng
is
a
management
consultancy
focused
on
strategy We
don’t
advise
companies
on
analyst
or
influence
rela/ons HOWEVER, I
have
lived
both
lives:
Influencee
and
influencer Any
resemblance
of
what
you
about
to
hear
to
actual
persons,
companies,
or
 situa/ons
is
purely
coincidental
 (except,
where
I
inten/onally
drop
names
to
impress) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 2
  • 9. Agenda Influence How
it
works How
to
make
it
work
for
you www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 3
  • 10. Opening
thought Keep
friends
close. Keep
influencers
closer. www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 4
  • 11. Influence
definedinfluence
verb
transi)ve.

inflo͝oəns.
1. to
affect
or
alter
by
indirect
or
intangible
means2. to
have
an
effect
on
the
condi)on
or
development
of www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 5
  • 12. Influencers
defined www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 6
  • 13. Influencers
defined Your
Game
Changing
Idea www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 6
  • 14. Influencers
defined Your
Game
Changing
Idea Your
Target
Segments Businesses Consumers Investors Lenders www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 6
  • 15. Influencers
defined Your
Game
Changing
Idea Your
Target
Segments Your
Messages Businesses Consumers Investors Lenders www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 6
  • 16. Influencers
defined Your
Game
Changing
Idea Influencers Your
Target
Segments Press Your
Messages Industry
 Businesses Analysts Consumers Financial
 Analysts Investors Bloggers
and
 Lenders Authors Academics www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 6
  • 17. Influencers
defined Your
Game
Changing
Idea Influencers Your
Target
Segments Press Industry
 Businesses Analysts Consumers Financial
 Analysts Investors Bloggers
and
 Lenders Authors Academics www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 7
  • 18. Grrrrrrrwww.carriagehouseconsul/ng.com Carriage House©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 8
  • 19. Common
reac/ve
approaches
to
Influencers www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 20. Common
reac/ve
approaches
to
Influencers Growl,
bark www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 21. Common
reac/ve
approaches
to
Influencers Growl,
bark Defer
and
submit www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 22. Common
reac/ve
approaches
to
Influencers Growl,
bark Defer
and
submit Bully
and
badger www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 23. Common
reac/ve
approaches
to
Influencers Growl,
bark Defer
and
submit Bully
and
badger Hire
and
co‐opt www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 24. Common
reac/ve
approaches
to
Influencers Growl,
bark Defer
and
submit Bully
and
badger Hire
and
co‐opt Flame
online
(anonymously
or
not) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 25. Common
reac/ve
approaches
to
Influencers Growl,
bark Defer
and
submit Bully
and
badger Hire
and
co‐opt Flame
online
(anonymously
or
not) Refuse
to
acknowledge www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 9
  • 26. Beber
Yet:
Let’s
Understand
Them www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 10
  • 27. Influencers
are
baked
into
the
landscape www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 11
  • 28. Influencers
are
baked
into
the
landscape Rapid
 Innova;on
 Cycles www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 11
  • 29. Influencers
are
baked
into
the
landscape Ubiquity
of
 Rapid
 Tech‐based
 Innova;on
 + Products
&
 Cycles Services www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 11
  • 30. Influencers
are
baked
into
the
landscape Ubiquity
of
 Providers
 Rapid
 Tech‐based
 overwhelm
 Innova;on
 + Products
&
 + communica;on
 Cycles Services channels www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 11
  • 31. Influencers
are
baked
into
the
landscape Ubiquity
of
 Providers
 Rapid
 Tech‐based
 overwhelm
 Innova;on
 + Products
&
 + communica;on
 Cycles Services channels + Business
Model
Creep:
Subscrip;on,
adver;sing,
work
for
 hire,
consul;ng,
business
development,
aggrega;on,
 syndica;on,
marke;ng,
training,
systems
integra;on
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 11
  • 32. www.carriagehouseconsul/ng.com Carriage House©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 12
  • 33. So,
how
does
the
game
work?


 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 12
  • 34. What
Influencers
want
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 35. What
Influencers
want
 Connec/ons
to
innovators
and
entrepreneurs
who
are
defining
markets www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 36. What
Influencers
want
 Connec/ons
to
innovators
and
entrepreneurs
who
are
defining
markets Intelligence
on
market
dynamics
and
money
flows www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 37. What
Influencers
want
 Connec/ons
to
innovators
and
entrepreneurs
who
are
defining
markets Intelligence
on
market
dynamics
and
money
flows Connec/ons
to
power
and
money www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 38. What
Influencers
want
 Connec/ons
to
innovators
and
entrepreneurs
who
are
defining
markets Intelligence
on
market
dynamics
and
money
flows Connec/ons
to
power
and
money Clients
and
sponsors www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 39. What
Influencers
want
 Connec/ons
to
innovators
and
entrepreneurs
who
are
defining
markets Intelligence
on
market
dynamics
and
money
flows Connec/ons
to
power
and
money Clients
and
sponsors Job
offers www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 13
  • 40. Influencers: Analyze Interpret Filter Assess Categorize Compare Segment Simplify Model Condense Contextualize … www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 14
  • 41. Influencers: You:
 Analyze Interpret Filter Assess Categorize Compare 
  Help
them Segment Simplify Model Condense Contextualize … www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 14
  • 42. But
before
you
can
help
them,
first…
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 43. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you, www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 44. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you, www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 45. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 46. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 47. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and, www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 48. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and, www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 49. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 50. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 51. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 52. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 53. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
6) Harvest
posi+ve
visibility
for
you,
your
products,
and
your
company www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 54. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
6) Harvest
posi+ve
visibility
for
you,
your
products,
and
your
company www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 55. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
6) Harvest
posi+ve
visibility
for
you,
your
products,
and
your
company7) Oh,
also
–
you
might
have
to
buy
something
from
them… www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 56. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
6) Harvest
posi+ve
visibility
for
you,
your
products,
and
your
company7) Oh,
also
–
you
might
have
to
buy
something
from
them… www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 57. But
before
you
can
help
them,
first…
1) You
have
to
build
rela+onships
with
the
Influencers
who
maber
most
to
you,2) Which
means,
you
have
to
figure
out
who
ma2ers
most,
and
then3) You
have
to
meet
them,
and,4) Over
/me,
(maybe
weeks,
months,
longer)5) Build
trust
and
value
in
those
rela/onships,
so
that
you
can
6) Harvest
posi+ve
visibility
for
you,
your
products,
and
your
company7) Oh,
also
–
you
might
have
to
buy
something
from
them…8) And,
almost
forgot
–
you
need
a
very
clear
story
that
makes
sense www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 15
  • 58. Industry
analysts
are
… www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 59. Industry
analysts
are
… Scary www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 60. Industry
analysts
are
… Scary Opinionated www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 61. Industry
analysts
are
… Scary Opinionated Open‐minded www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 62. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 63. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 64. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 65. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 66. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 67. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 68. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed Helpful www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 69. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed Helpful Indifferent www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 70. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed Helpful Indifferent Not
good
sharers www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 71. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed Helpful Indifferent Not
good
sharers Lej‐brained www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 72. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun Obnoxious Informed Helpful Indifferent Not
good
sharers Lej‐brained Right‐brained www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 73. Industry
analysts
are
… Scary Opinionated Open‐minded Friendly Buying Selling Fun ...
complicated Obnoxious Informed Helpful Indifferent Not
good
sharers Lej‐brained Right‐brained www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 16
  • 74. So,
you
get
some
mee/ngs
–
What
Now? www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 17
  • 75. So,
you
get
some
mee/ngs
–
What
Now? Prepare www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 17
  • 76. So,
you
get
some
mee/ngs
–
What
Now? Prepare Prepare www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 17
  • 77. So,
you
get
some
mee/ngs
–
What
Now? Prepare Prepare Prepare www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 17
  • 78. Four
things
you
need
to
know www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 18
  • 79. Four
things
you
need
to
know Who • Who
are
you
dealing
with?
Background
and
current
role?
 • Posi/on
in
the
organiza/on? www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 18
  • 80. Four
things
you
need
to
know Who • Who
are
you
dealing
with?
Background
and
current
role?
 • Posi/on
in
the
organiza/on? What • What
have
they
focused
on
on
the
past? • What
are
they
working
now?
What’s
in
the
queue? www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 18
  • 81. Four
things
you
need
to
know Who • Who
are
you
dealing
with?
Background
and
current
role?
 • Posi/on
in
the
organiza/on? What • What
have
they
focused
on
on
the
past? • What
are
they
working
now?
What’s
in
the
queue? Why
 • Why
are
they
mee/ng
with
you? • More
importantly
why
are
you
mee/ng
with
them? www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 18
  • 82. Four
things
you
need
to
know Who • Who
are
you
dealing
with?
Background
and
current
role?
 • Posi/on
in
the
organiza/on? What • What
have
they
focused
on
on
the
past? • What
are
they
working
now?
What’s
in
the
queue? Why
 • Why
are
they
mee/ng
with
you? • More
importantly
why
are
you
mee/ng
with
them? When • When
are
they
going
to
focus
on
your
market
segment? • What
is
the
process
and
the
lead
/me
for
that
research? www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 18
  • 83. You
(and
your
deck)
need
to
communicate:
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 84. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 85. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain A
dis/nct
difference
from
alterna/ves
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 86. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain A
dis/nct
difference
from
alterna/ves
 A
new
way
of
thinking
about
solving
the
problem www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 87. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain A
dis/nct
difference
from
alterna/ves
 A
new
way
of
thinking
about
solving
the
problem Awareness
of
compe/tors
and
alterna/ves
(your
head
is
not
in
the
sand) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 88. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain A
dis/nct
difference
from
alterna/ves
 A
new
way
of
thinking
about
solving
the
problem Awareness
of
compe/tors
and
alterna/ves
(your
head
is
not
in
the
sand) You’re
smart
and
a
good
listener www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 89. You
(and
your
deck)
need
to
communicate:
 Clear
target
buyer(s)
with
real
pain A
dis/nct
difference
from
alterna/ves
 A
new
way
of
thinking
about
solving
the
problem Awareness
of
compe/tors
and
alterna/ves
(your
head
is
not
in
the
sand) You’re
smart
and
a
good
listener You’re
backed
by,
and
surrounded
with,
top
calibre
people www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 19
  • 90. What
gets
their
aben/on:
Game
changers www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 91. What
gets
their
aben/on:
Game
changers Drama/cally
lower
cost www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 92. What
gets
their
aben/on:
Game
changers Drama/cally
lower
cost Drama/cally
higher
produc/vity www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 93. What
gets
their
aben/on:
Game
changers Drama/cally
lower
cost Drama/cally
higher
produc/vity Very
broad
adop/on
poten/al www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 94. What
gets
their
aben/on:
Game
changers Drama/cally
lower
cost Drama/cally
higher
produc/vity Very
broad
adop/on
poten/al Remove
big
inefficiencies www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 95. What
gets
their
aben/on:
Game
changers Drama/cally
lower
cost Drama/cally
higher
produc/vity Very
broad
adop/on
poten/al Remove
big
inefficiencies Create
/me www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 20
  • 96. 5
Things
TO
Do
in
mee/ng(s) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 97. 5
Things
TO
Do
in
mee/ng(s) Give
them
choices
about
what
to
cover
in
the
mee/ng
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 98. 5
Things
TO
Do
in
mee/ng(s) Give
them
choices
about
what
to
cover
in
the
mee/ng
 Listen
and
respond
to
ques/ons
‐‐
if
you’re
stumped
get
back
to
them
later www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 99. 5
Things
TO
Do
in
mee/ng(s) Give
them
choices
about
what
to
cover
in
the
mee/ng
 Listen
and
respond
to
ques/ons
‐‐
if
you’re
stumped
get
back
to
them
later Be
respecnul
‐‐
don’t
be
afraid
to
disagree
or
ask
‘why’ www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 100. 5
Things
TO
Do
in
mee/ng(s) Give
them
choices
about
what
to
cover
in
the
mee/ng
 Listen
and
respond
to
ques/ons
‐‐
if
you’re
stumped
get
back
to
them
later Be
respecnul
‐‐
don’t
be
afraid
to
disagree
or
ask
‘why’ Show
that
you
know
their
research
and
blog
posts www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 101. 5
Things
TO
Do
in
mee/ng(s) Give
them
choices
about
what
to
cover
in
the
mee/ng
 Listen
and
respond
to
ques/ons
‐‐
if
you’re
stumped
get
back
to
them
later Be
respecnul
‐‐
don’t
be
afraid
to
disagree
or
ask
‘why’ Show
that
you
know
their
research
and
blog
posts Ask
them
what
they’re
working
on
in
the
coming
months www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 21
  • 102. 65

Things
NOT
To
Do
in
mee/ng(s) ^ www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 103. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 104. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) Say
you
have
no
compe//on www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 105. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) Say
you
have
no
compe//on Force
them
through
your
slide
show
–
go
to
the
whiteboard,
if
you
can www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 106. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) Say
you
have
no
compe//on Force
them
through
your
slide
show
–
go
to
the
whiteboard,
if
you
can Assume
that
the
POV
expressed
in
a
colleague’s
research
is
shared
by
the
 person
you’re
mee/ng
with
‐‐
there
is
rarely
a
‘company
posi/on’
 www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 107. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) Say
you
have
no
compe//on Force
them
through
your
slide
show
–
go
to
the
whiteboard,
if
you
can Assume
that
the
POV
expressed
in
a
colleague’s
research
is
shared
by
the
 person
you’re
mee/ng
with
‐‐
there
is
rarely
a
‘company
posi/on’
 Give
unvebed
customer
references www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 108. 65

Things
NOT
To
Do
in
mee/ng(s) ^ Lie
about
anything
(other
than
number
of
employees) Say
you
have
no
compe//on Force
them
through
your
slide
show
–
go
to
the
whiteboard,
if
you
can Assume
that
the
POV
expressed
in
a
colleague’s
research
is
shared
by
the
 person
you’re
mee/ng
with
‐‐
there
is
rarely
a
‘company
posi/on’
 Give
unvebed
customer
references Talk
about
anything
truly
confiden/al www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 22
  • 109. Closing
thought Keep
friends
close. Keep
influencers
closer. www.carriagehouseconsul/ng.com Carriage House ©
2003
‐
2011
Carriage
House
Consul/ng
LLC Consulting LLC 23
  • 110. About
Carriage
House
Consul/ng
LLC Carriage
House
Consul/ng
LLC
 Founder
and
principal
of
Carriage
House
Consul/ng,
Stan
 was
founded
in
2003
to
provide
 Dolberg
brings
over
20
years
of
industry
experience
to
helping
 management
consul/ng
services
 sojware
and
services
firms
boost
sales
produc/vity
by
making
 to
sojware
and
services
firms.
 clear
strategic
decisions.
 We
tackle
the
strategic
 Prior
to
founding
Carriage
House
Consul/ng,
Stan
served
as
chief
 challenges
of
iden/fying
the
 research
officer
and
vice
president
of
Strategy
at
Forrester
 right
market,
understanding
the
 Research.
Between
1995
and
2002
he
led
Forrester’s
charge
into
 pain
and
purchasing
criteria
of
 ecommerce
technology
research,
scaled
research
to
250
 the
target
buyer,
and
correctly
 professionals
worldwide,
and
architected
Forrester’s
post‐bubble
 posi/oning
the
offer.
 turnaround.
 We
bring
decades
of
marke/ng,
 opera/ons,
strategy,
and
 As
an
analyst
at
Forrester
Stan
wrote,
contributed
to,
and
edited
 research
experience
to
bear
on
 hundreds
of
reports
on
topics
ranging
from
sojware
 these
challenges.
 infrastructure
to
packaged
applica/ons
to
consumer
technology
 to
business
economics.
He
was
a
frequent
speaker
at
industry
 conferences
and
Forrester
Forums
in
the
US,
Europe,
and
Asia. Before
Forrester,
Stan
held
a
series
of
senior
posi/ons
where
he
We
have
synthesized
these
disciplines
into
a
powerful
approach
that
gets
 focused
on
introducing
new
technologies
and
penetra/ng
new
the
right
answers,
and
builds
alignment
around
them.
 markets,
including
VP
marke/ng
at
Visix
Sojware,
partner
at
Proprietary
tools
and
techniques
allow
Carriage
House
Consul/ng
to
 Strategic
Consul/ng
Associates,
VP
worldwide
marke/ng
at
Unix
quickly
achieve
excellent
outcomes.
We
lead
and
facilitate
a
structured
 System
Laboratories,
director
of
AViiON
product
marke/ng
at
process
to
success. Data
General,
and
VP
marke/ng
at
Adelie
Corpora/on.
 Before
entering
the
computer
industry
Stan
was
an
 interna/onally
collected
wood
ar/st.
Stan
received
his
 undergraduate
degree
from
Harvard
College
and
his
masters
in
 business
administra/on
from
the
Carroll
School
of
Management
 at
Boston
College.Contact
Stan:
P
+1
617.283.6250



F
+1
617.507.5905


E
stan@carriagehouseconsul;ng.com
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2003
‐
2011
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House
Consul/ng
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