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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?
10 LESSONS 1Analyst Relations teleconference10 lessons AR needs to learn@DuncanChappledc@duncanchapple.com+44 20 7993 8655
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
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
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?
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
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
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
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
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 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
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
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
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
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
10 LESSONS 15Questions?Feel free to email or call with your follow-up questions@DuncanChappledc@duncanchapple.com+44 20 7993 8655