This AR Compass shows the benefits of Analyst Relations across four axes. Read on to find how influencer relations can impact sales, support marketing, help organisations gain insights and drive opinion.
IIAR Webinar: understanding industry analysts' impact with the Analyst Relations Compass (SOSM)
1. Plan your analyst
relations programme
with the AR Compass
An IIAR Webinar based on an IIAR Best Practice Paper
30 May 2013
Charmaine Chan @charmainechan
Ludovic Leforestier @lludovic
Mike Myers @m_myers
2.
3. Having the right conversation with...
• Product management and marketing
• Business and sales leads
• Strategy and business development
• PR and communications
5. What it means
Strategy
• Validate product and sales
strategy
• Test messaging
Opinion
• More than 70% of UK
trade articles quote IT
analysts
• Media follows IT analysts’
opinion with ca. 4-month
delay
Sales
• 40-60% IT decisions are
influenced by IT analysts
Marketing Enablement
• Analyst firms are seen as
independent and have built
powerful brands
7. Planning your AR programme
• Situation analysis
• Objectives
• Strategies and tactics
• Target analyst groups
• Measurement and analysis
• Timeline and budget estimates
• Critical success factors
8. Real life scenario
Set objectives
with business
leads
Generate
coverage
(opinion)
Analyse go-
to-market
positioning
and
approach
(strategy)
Organise
webinar for
product
launch
(marketing)
Generate
leads with
advocates
(Sales)
Evaluation
and
measurement
9. Reasons to use the AR compass
• Provide a more structured method to align AR to business
needs
• Standardise the measurement criteria (can also be adapted
for PR and marketing)
• Plan resources, delivery timescale and budget
• Deliver long and short term benefits and success that
meets expectations at every stage
• Transform AR into a consultative and value-add function,
not just a diary scheduler
10. For more information…
• Read the full AR Compass IIAR Best Practice Paper
on Huddle:
• http://my.hdle.it/23495340
• (IIAR membership required)
11. Thank you
Next webinar:
A practical guide to measurement on the 13th June 2013
http://analystrelations.org/2013/05/17/iiar-best-practice-
webinar-a-practical-guide-to-measurement