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The SOSM model A descriptive model on how analyst relations  can leverage IT analysts
A transactional approach to analyst relations <ul><li>Engage  </li></ul><ul><ul><li>Identify analysts </li></ul></ul><ul><...
Value of Analysts to vendors : SOSM model <ul><li>Strategy  </li></ul><ul><ul><li>Validate product / sales strategy </li><...
AR value to analysts <ul><li>Engage </li></ul><ul><ul><li>Proactively maintain their knowledge current through continuous ...
Do you have an Analyst Relations strategy? Ludovic Leforestier
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The SOSM AR Model

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How does Industry Analyst Relations delivers value to the business and how to engage with AR?

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The SOSM AR Model

  1. 1. The SOSM model A descriptive model on how analyst relations can leverage IT analysts
  2. 2. A transactional approach to analyst relations <ul><li>Engage </li></ul><ul><ul><li>Identify analysts </li></ul></ul><ul><ul><li>Segment the audience </li></ul></ul><ul><ul><li>Establish relationship </li></ul></ul><ul><li>Transact </li></ul><ul><ul><li>Identify gaps </li></ul></ul><ul><ul><li>Resolve factual issues </li></ul></ul><ul><ul><li>Nurture relationships </li></ul></ul><ul><li>Leverage </li></ul><ul><ul><li>Leverage analyst influence for business impact </li></ul></ul><ul><ul><li>SOSM model </li></ul></ul>
  3. 3. Value of Analysts to vendors : SOSM model <ul><li>Strategy </li></ul><ul><ul><li>Validate product / sales strategy </li></ul></ul><ul><ul><li>Test messaging </li></ul></ul><ul><li>Opinion </li></ul><ul><ul><li>>70% of UK trade IT articles quote IT analysts </li></ul></ul><ul><ul><li>Media follows IT Analysts’ opinion with a ca. 4 month delay </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>40-60% IT decisions are influenced by IT Analysts </li></ul></ul><ul><li>Marketing Enablement </li></ul><ul><ul><li>Analyst firms are seen as independent and have built powerful brands </li></ul></ul>Strategy Opinon Marketing Sales
  4. 4. AR value to analysts <ul><li>Engage </li></ul><ul><ul><li>Proactively maintain their knowledge current through continuous briefings and events </li></ul></ul><ul><ul><li>Help them shaping their research agendas </li></ul></ul><ul><ul><li>Respond to their enquiries swiftly </li></ul></ul><ul><li>Guide </li></ul><ul><ul><li>Provide analysts with a single point of contact to help them navigate IBM’s organisation </li></ul></ul><ul><ul><li>Provide access to the “right people” (execs or subject matter experts </li></ul></ul><ul><ul><li>Match their capabilities to IBM opportunities and challenges </li></ul></ul><ul><li>Champion their cause </li></ul><ul><ul><li>Explain their positioning to IBM </li></ul></ul><ul><ul><li>Keep an open dialogue and help negotiating on subject of disagreement </li></ul></ul><ul><ul><li>Help ensure their IP is protected </li></ul></ul>
  5. 5. Do you have an Analyst Relations strategy? Ludovic Leforestier

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