I feared posting this due to the embarrassing deathy-by-bullet-point nature of it. However, it was pointed out to me that the content actually makes for a better leave-behind. A valid point. There are even more points in the notes. The subject is pretty much exactly as the title says.

1. Industry Analysts:
The inside scoop and how to work with them
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Scott Liewehr | President and Principal Analyst | @sliewehr
May 6, 2013 | J.Boye CMS Experts Group

2. About Digital Clarity Group
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DCG helps business
leaders navigate the
digital transformation
and create competitive
advantage from
disruption.

3. First, the obvious…
 We are individuals
(with varying expertise, backgrounds, interests, personalities…)
 We have biases, opinions and world views
(the good ones among us do, anyway)
 We are not the press
(not timely, bias will be evident, and we cover what interests us)
 We are not product experts
(how can we be with so many to cover?)
 We do not have a crystal ball
(study tons of data and some predictions come easy, but Confucius we’re not)
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4. Business Models
 Buy-side vs Sell-side
 Syndicated research and data
 Open research
 Advisory
 Consulting
 Events
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5. Things we spend time doing
 Learning about the space we cover
– Taking briefings, reading, researching, working
with buyers
 Advising
– Advisory days, inquiries, consulting projects
 Broadcasting
– Writing, speaking, multimedia, social media
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6. For vendors (tech and services)
 Understand our business model
– Pay-to-play: Myth or reality?
 Research us – know what makes us tick
 Decide what you’re looking for:
– Influence
– Collateral
– Advice
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7. For vendors seeking influence…
 Select the firm(s) / analyst(s)
 Build a relationship with us, individually
 Have a plan
 Brief us regularly
 Solicit advice from us
 Send us press releases in advance
 Request feedback after a selection project
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8. An aside about briefings
 Don’t pay…you shouldn’t have to
 Request the specific analyst(s) you want to brief
 Plan the agenda and determine your desired outcome
 Bring your A-team
 …and your A-game
 Skip the setup (we can probably tell it better)
 Go beyond 101…and probably 201 too
 Tell us what you do *distinctively* well
 Check in: Are we there? Hearing what we want?
 Answer our questions honestly
 Solicit our input
 Deliver follow-ups
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9. For vendors seeking collateral
 Understand what you are buying
 Understand our research agenda
– Multi-client research
– Industry studies
– Licensed research
– Sponsored research
– Custom research
 Multimedia events
– Webinars, webcasts
 Speaking engagements
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10. Vendors | Seeking Advice
 Critique during briefings / inquiries
 Advisory (SAS) day / hours
 Networking
 Consulting engagements
– SWOTs
– Positioning
– Competitive intel
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11. For Buyers
 Know what you want
 Understand your options
 Identify the individual analyst(s)
 Take a test run
 Choose a product / service mix:
– Reports and research
– Inquiries
– Advisories
– Consulting engagements
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12. Other Points to Consider
 Most people who criticize the analyst
profession have never been analysts and
don’t understand the business.
 Integrity is key.
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Scott Liewehr | @sliewehr
sliewehr@digitalclaritygroup.com