Working with-industry-analysts

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This is a talk I originally prepared for the Alchemist Series (www.alchemistseries.com) about working with industry analysts. I'd appreciate any other tips and suggestions from analysts, as well as feedback from entrepreneurs. Cheers!

Working with-industry-analysts

  1. 1. 1 Working with Industry Analysts Eight Tips for EntrepreneursJune 1, 2012Susan EtlingerIndustry Analyst
  2. 2. 2 Who are we? Altimeter Group provides research and advisory for business leaders challenged by disruptive trends, to enable them to pursue new opportunities and business models.© 2012 Altimeter Group
  3. 3. 3 What we’re thinking and writing about in 2012 •  Dynamic Customer Journey •  Adaptive Organization •  Sentient World For more about how we are thinking and writing about these trends, please visit: http://www.altimetergroup.com/research/research-themes© 2012 Altimeter Group
  4. 4. 4 Who am I?   10 years in house in Corp Comm, marketing, IT   10 years agency: startups to Fortune 500 counseling entrepreneurs and execs   Today: Industry analyst covering social analytics, voice of the customer, “big data”   Receive approx 50 briefing requests per month (I can do 5-10; more when working on a report)   Been on both sides of the fence; analyst relations and analyst© 2012 Altimeter Group
  5. 5. 5 Your Task Think about the two sentences you want the analyst to walk away with. What should they be? [Hint: mine are on the next page]© 2012 Altimeter Group
  6. 6. 6 My two sentences Build a relationship for the long term. Here’s how.© 2012 Altimeter Group
  7. 7. 7 Eight tips for working with analysts© 2012 Altimeter Group
  8. 8. 8 1. Understand analysts’ motivation© 2012 Altimeter Group
  9. 9. 9 Know what makes them tick   Looking smart   Access   Ideas for research   Identifying trends   Building influence & reputation   Staying valuable, relevant and sought-after© 2012 Altimeter Group
  10. 10. 10 2. Understand the business model© 2012 Altimeter Group
  11. 11. 11 How do industry analysts make money?   Research reports, Advisory services, Projects, Speaking engagements, Other   What are you buying? Access to the research? The analyst? Their customer base?   We don’t all work the same way: Paid research versus open research   Established business models are under threat   We are not the same as equity analysts© 2012 Altimeter Group
  12. 12. 12 3. Understand the service offering© 2012 Altimeter Group
  13. 13. 13 The infamous question of “pay to play”   Never pay to brief an analyst   Are you being asked to pay or buy services to be included in reports?   This is why understanding the model is so important; what is part of the research process vs what is part of the service offering   Models are different, so transparency is key© 2012 Altimeter Group
  14. 14. 14 4. Before: do your homework© 2012 Altimeter Group
  15. 15. 15 How to prepare   Know what analysts cover and what they’ve written on   Look at how they’re organized: industry, horizontal coverage area, practice area   Know the frameworks and potential implications to your business   Find out their revenue mix; percentage from vendors versus brands   Find out rules of engagement; what is fair game, what is embargoed. Unless you have a paid relationship, many analysts will not sign an NDA for a briefing.© 2012 Altimeter Group
  16. 16. 16 5. During: don’t “pitch” us© 2012 Altimeter Group
  17. 17. 17 In the meeting…   Confirm rules of engagement   Have an agenda   Don’t waste time on logo slides and background; get to the point fast   We see dozens of companies per month; why are you special?   Don’t condescend, don’t sell. Be nice. Be prepared. Be real. Be curious.   Don’t offer gifts of any value; we can’t accept them   Ask questions. Listen. Ask more questions.© 2012 Altimeter Group
  18. 18. 18 6. If we say your baby is ugly… * No actual babies were deemed ugly for the purpose of this presentation.© 2012 Altimeter Group
  19. 19. 19 Criticism in context   It’s not personal   Don’t be defensive, but do ask for supporting evidence   Don’t walk away or write them off; stay engaged   Maintain a balance of advocates and detractors; detractors keep you honest   Remember: the analyst’s focus is pattern recognition© 2012 Altimeter Group
  20. 20. 20 7. Working with analysts© 2012 Altimeter Group
  21. 21. 21 How to work with analysts   Press references   Speeches, webinars (influence)   Advisory •  Positioning •  Message review •  Roadmap •  End user insight   Always keep the next briefing in mind© 2012 Altimeter Group
  22. 22. 22 7. After: the long view© 2012 Altimeter Group
  23. 23. 23 Thinking for the long term   If you’re in an emerging or disruptive market, don’t rely only on analysts who work within established categories.   Seek out the analysts who “get” you. This does not mean they always think you are amazing. That is your family’s job.   Build trust. The goal is to get to the point where we’ll take a briefing no matter what, and we know each other so well we can do it in 20 minutes * Actual mileage may vary© 2012 Altimeter Group
  24. 24. 24" THANK YOU Susan Etlinger susan@altimetergroup.com susanetlinger.com Twitter: setlinger© 2012 Altimeter Group"

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