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Ignition Working With Analysts


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Ignition Working With Analysts

  1. 1. Working with the Influencers The Art of Building and Managing an Effective Analyst Relations Strategy April 27, 2010
  2. 2. Presentation Highlights <ul><li>The role of the industry analyst </li></ul><ul><li>Plotting the firms – who are the leaders and where do they lie on the maturity curve </li></ul><ul><li>Key elements of influence </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>The biggies – The Magic Quadrant, The Wave, Marketscope, Marketscape </li></ul></ul></ul><ul><ul><li>Advisory </li></ul></ul><ul><li>Do’s and Don’ts </li></ul>
  3. 3. The Role of The Industry Analyst <ul><li>Third party influencer – particularly within IT </li></ul><ul><li>Research – industry & technology trends, market share, vendor and technology analysis </li></ul><ul><li>Client enquiry – situational analysis, advisory, vendor selection </li></ul><ul><li>Consulting </li></ul>
  4. 4. Significant Research Instruments <ul><li>Gartner Magic Quadrant </li></ul><ul><ul><li>Depicts markets at the middle of their lifecycle </li></ul></ul><ul><ul><li>Two-dimensional matrix evaluates vendors based on completeness of vision and ability to execute </li></ul></ul><ul><ul><li>Detailed vendor analysis but not exposed to end user </li></ul></ul><ul><li>Gartner MarketScope </li></ul><ul><ul><li>Used for emerging or mature markets </li></ul></ul><ul><li>Forrester Wave </li></ul><ul><ul><li>Comprehensive technical analysis of vendor products with functional weighting as well as vendor positioning </li></ul></ul><ul><li>IDC Marketscape – vendor analysis </li></ul><ul><li>IDC Market Forecasts - marketshare </li></ul>
  5. 5. The Role of the Industry Analysts cont’d <ul><li>Why Consider? </li></ul><ul><li>...Like PR too </li></ul><ul><li>Are influenced by evidence of momentum </li></ul><ul><li>Pundits – may inject conflict, dissention </li></ul><ul><li>Champion of the small and scrappy </li></ul><ul><li>Highly influential with IT buyers </li></ul><ul><li>Look for boutiques in your space – may not be the traditional firms </li></ul><ul><li>Very expensive to become a client, but will accept briefings </li></ul><ul><li>Can purchase research a la carte </li></ul><ul><li>Can commission research – great PR angle </li></ul><ul><li>Firms </li></ul><ul><li>Gartner, Forrester, IDC are the dominant brands </li></ul><ul><li>Significant consolidation </li></ul><ul><li>There are analysts for any industry/any discipline </li></ul><ul><li>Target by asking your customers: who influences your buying decisions? </li></ul><ul><ul><li>Compass Intelligence </li></ul></ul><ul><ul><li>Celent </li></ul></ul><ul><ul><li>Gartner </li></ul></ul><ul><ul><li>Forrester </li></ul></ul><ul><ul><li>AMR </li></ul></ul><ul><ul><li>IDC </li></ul></ul><ul><ul><li>Yankee Group </li></ul></ul><ul><ul><li>Butler Group </li></ul></ul><ul><ul><li>Screen Digest </li></ul></ul><ul><ul><li>Sdi </li></ul></ul><ul><ul><li>Directory of firms: h ttp:// </li></ul></ul>
  6. 6. Plotting the Big Firms
  7. 7. Engaging <ul><li>If you aren’t a client you can: </li></ul><ul><ul><li>You can request a briefing – typically 1 hour in duration </li></ul></ul><ul><ul><li>You can follow key analysts through social media – blogs, twitter, facebook </li></ul></ul><ul><ul><li>You can purchase key research reports ala carte </li></ul></ul><ul><ul><li>Commission research (from certain firms) </li></ul></ul><ul><li>As a client you can (& should): </li></ul><ul><ul><li>Invest in the relationship </li></ul></ul><ul><ul><li>Engage your CEO & other key executives </li></ul></ul><ul><ul><li>Schedule regular briefings </li></ul></ul><ul><ul><li>Participate in major research (if invited) </li></ul></ul><ul><ul><li>Connect analyst to other influencers </li></ul></ul><ul><ul><li>Leverage research & advice in shaping your strategy & roadmaps </li></ul></ul><ul><ul><li>Realize that your client fee is just the first tier of investment </li></ul></ul>
  8. 8. Working the Cycle of Influence
  9. 9. Do’s and Don’ts <ul><li>Do </li></ul><ul><ul><li>Involve your CEO </li></ul></ul><ul><ul><li>Invest in face time </li></ul></ul><ul><ul><li>Use analysts for webinars </li></ul></ul><ul><ul><li>Use analyst research as a value-added offer for lead generation </li></ul></ul><ul><ul><li>Reflect back their advice </li></ul></ul><ul><ul><li>Work to stay on the radar </li></ul></ul><ul><ul><li>Measure impact (ie referrals) </li></ul></ul><ul><ul><li>Use research as a competitive weapon (Forrester WAVE in particular) </li></ul></ul><ul><li>Don’t </li></ul><ul><ul><li>Expect your client relationship = research coverage </li></ul></ul><ul><ul><li>Don’t say “I pay you…” </li></ul></ul><ul><ul><li>Don’t cite other research from competitive firms </li></ul></ul><ul><ul><li>Ignore the importance of building a face to face relationship </li></ul></ul>
  10. 10. Just a bit about me… <ul><li>Creative marketing advice and leadership to the high technology sector </li></ul><ul><li>Marketing/PR chameleon – broad skill set </li></ul><ul><li>15 years at MKS – progressing from PR to VP Marketing </li></ul><ul><li>Worked closely with key analyst firms Gartner, Forrester, Giga, Ovum, Butler, IDC </li></ul><ul><li>Secured leadership </li></ul><ul><li>Record of PR coverage: Computerworld, Information Week, JDJ, Application Development Trends, Backbone, G&M, BNN, National Post, KW Record and on… </li></ul><ul><li>Joined Ignition in June 2008 – specialization in high tech </li></ul><ul><li>Bachelor of PR from MSVU, Accredited through Canadian Public Relations Society </li></ul><ul><li>Give me a call 519-624-2402 or email me </li></ul>
  11. 11. Let’s Trouble Shoot <ul><li>Questions? </li></ul><ul><li>Analyst challenges? </li></ul><ul><li>How do I get from here to there? </li></ul>