IIAR Webinar: understanding industry analysts' impact with the Analyst Relations Compass (SOSM)
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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.
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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
- 3. Having the right conversation with... • Product management and marketing • Business and sales leads • Strategy and business development • PR and communications
- 4. Introducing the AR Compass Strategy Opinion Marketing enablement Sales
- 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
- 6. How it works • Framework • Workshop • Gamification
- 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