10 lessons Analyst Relations needs to learn

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The most pressing questions- How has recession changed analyst influence?- Why are the changes at Yankee Group a sign of the shift in the analyst market as a whole?- How are mergers, acquisitions, affiliate schemes and reorganisations accelerating the pace of change?- Which analyst firms really drive sales?- What’s the best way for AR to relate to influencer relations?- What strategies best help AR to integrate into marketing as a whole?- How can vendors use analysts and their research to drive sales?- What methods for measuring and evaluating analyst relations are most effective?- Which approach to training, coaching and developing AR teams is best? ...and one from Lighthouse...- What’s the one single thing AR needs to do differently in 2012?

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10 lessons Analyst Relations needs to learn

  1. 1. 10 LESSONS 1Analyst Relations teleconference10 lessons AR needs to learn@DuncanChappledc@duncanchapple.com+44 20 7993 8655
  2. 2. 10 LESSONS 210 lessons AR needs to learnl  Why these lessons?l  Most read articles onAnalystEquity.coml  Shows what AR peopleare searching forl  Mostly written in thelast few years»  But earlier articles on measurementare heavily readl  Why Duncan Chapple?l  Analyst Relationsveteranl  Former Ovum analystl  Co-author IndustryAnalyst Relationsl  Blogger with IIAR andAnalyst Equity
  3. 3. 10 LESSONS 3Welcome to the call!l  Please mute yourtelephonel  If you have questions,just email theml  Dont worry if you donthave the slidesl  Follow-upl  Well email out slidesand answer questionsl  Well post the audio, ifthe quality is okay
  4. 4. 10 LESSONS 4The most pressing questions- How has recession changed analyst influence?- Why are the changes at Yankee Group a sign of the shift in the analystmarket as a whole?- How are mergers, acquisitions, affiliate schemes and reorganisationsaccelerating the pace of change?- Which analyst firms really drive sales?- What’s the best way for AR to relate to influencer relations?- What strategies best help AR to integrate into marketing as a whole?- How can vendors use analysts and their research to drive sales?- What methods for measuring and evaluating analyst relations are mosteffective?- Which approach to training, coaching and developing AR teams is best?...and one from me...- What’s the one single thing AR needs to do differently?
  5. 5. 10 LESSONS 5How has recession changed analyst influence?l  The crisis is good for analystsl  Gartner, Forrester, Ovum are all getting strongerl  A new second tier of firms: PAC, Canalys etc–  Developing their end-user base to get leverage withvendorsl  Firms go niche to reflect vendors go-to-market plansFurther reading: http://www.analystequity.com/1590http://www.analystequity.com/1540http://www.analystequity.com/1049
  6. 6. 10 LESSONS 6Why are the changes at Yankee Group a sign of theshift in the analyst market as a whole?l  What happened?l  From a full-service firm into a niche playerl  From a consulting firm into a data-driven firml  From forward-looking opinion to data analysisl  Faster, simpler, milking the data assetsl  Revenue growth based on easier salesl  More emphasis on recurrent & product salesFurther reading: http://www.analystequity.com/1547
  7. 7. 10 LESSONS 7How are mergers, acquisitions, affiliate schemes andreorganisations accelerating change?l  Huge growth in M&Al  Boost non-USD revenue–  Long term $ decline forces firms to internationalisel  Huge economies of scale–  Learning curve in sales and marketing–  Expand coverage and kill competitorsl  Affiliate networksFurther reading: http://www.analystequity.com/1518http://www.analystequity.com/1354 http://www.analystequity.com/1319http://www.analystequity.com/1576
  8. 8. 10 LESSONS 8Which analyst firms really drive sales?l  Service levels reflect client & channel impactl  80:20 and 20:80l  80% of the effort goes into 20% of the analysts–  Impact of IIAR, AIM, Apollo, “Power 100”l  20% of the analysts goes into 80% of the analysts–  4 units of effort for top analysts–  .25 units of effort for other analysts–  16 times easier to move the long tailFurther reading: http://www.analystequity.com/1344http://www.analystequity.com/1347
  9. 9. 10 LESSONS 9What’s the best way for AR to relate to influencerrelations?l  Influencer relations can mean different things»  Influencers are folk in MarComms white space»  Influencers are third party sales advisors, etc.l  Key task is integrationl  “IDEAL” approachl  Key danger is the mistaken idea that non-analystinfluencer are displacing analystsFurther reading: http://www.analystequity.com/1010http://www.analystequity.com/921
  10. 10. 10 LESSONS 10What strategies best help AR to integrate intomarketing as a whole?l  Product approach is dead: start with the clients ashero, solving customers painl  Marketing communications has to start with thebrand storyl  Emotion in stories can really evoke the mindl  Messaging is more important because of socialmedia and the diffusion of communicationFurther reading: http://www.analystequity.com/1610http://www.analystequity.com/1585
  11. 11. 10 LESSONS 11How can vendors use analysts and their research todrive sales?l  Always Be Closingl  In briefings, bridge back to the client storyl  Encourage analysts to focus on end-user issuesl  Take the focus off the supply-side issuesl  Leverage the outputs of AR and marketingl  Endorsements, events, case studiesl  Bring sympathetic analysts into your marketingFurther reading: http://www.analystequity.com/1559http://www.analystequity.com/1339
  12. 12. 10 LESSONS 12What methods for measuring and evaluating analystrelations are most effective?l  If you dont know where youre going,any direction will dol  But how will you know when youve got there?l  The folly of rewarding A, while hoping for Bl  Subjective or objective?l  Surveys and benchmarks beat self-assessmentFurther reading: http://www.analystequity.com/62http://www.analystequity.com/1333http://www.analystequity.com/32http://www.analystequity.com/1335http://www.analystequity.com/63
  13. 13. 10 LESSONS 13Which approach to training, coaching & developingAR teams is best?l  Systems approach: Inputs * Process = Outputsl  Main problem isnt knowledge, but processl  “Banker” model of AR training is outdatedl  AR teams need organisational development to helpfocus on priorities, influencing and relationshipsl  Spokespeople need mentors: permission to correctl  AR managers need coaches: direction, focus,accountability and withstanding diversionsFurther reading: http://www.analystequity.com/1336http://www.analystequity.com/1602
  14. 14. 10 LESSONS 14What’s the one single thing AR needs to dodifferently?l  Find, and widen, thebottleneck in your ARl  Five key stages of AR process:Identify, Drive, Engage,Alignment & Leveragel  Free IDEAL auditFurther reading: http://www.analystequity.com/172http://www.analystequity.com/187http://www.analystequity.com/204
  15. 15. 10 LESSONS 15Questions?Feel free to email or call with your follow-up questions@DuncanChappledc@duncanchapple.com+44 20 7993 8655

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