Our credo series seems topical this month. Analysts turn over in their research areas less frequently than analyst relations professionals, even if they change firms. They have long memories too. If you want to shift analysts’ opinions in your direction, [...]
Our Credo series on relationship management fundamentals gets on to the issue of timing this month: it’s an issue that should give some readers quite a few reasons to think. Relationship managers should ensure that the timing used in bringing [...]
Our Credo series on AR principles comes into the final stretch with our seventh belief: different analyst relations approaches are effective for different ICT solutions, even from the same vendor. The key variables here are the impact of analysts on [...]
Our Credo series on AR principles has to address the most challenging pressure on AR professionals: how to say no to activities with little or no marginal benefit to the organisation. It’s a classic example of the triple contraints: time, [...]
We’re now half-way through our Credo series, which outlines the principles we seek to convince AR managers to share. Our fifth credo is the notion that analyst relations teams should be organized around the information needs of industry analysts, rather [...]
Our Credo series continues with the argument that consistency should be a compulsory consideration for analyst relations. Sadly, many firms fail to integrate their claims coherently. As a result, analysts get multiple and inconsistent visions of the corporation from different [...]
Our monthly series of ‘Credo’ posts aims to summarise some key principles for analyst relations manager. The third Credo stressed the way that messaging has to be both top-down and bottom-up. It’s provoked some off-line discussion that suggests than an [...]
Messaging develops in two ways: up from the grass-roots experience of the company, and down from the top-level idea. The third assertion in our Credo series is that AR managers have to accept that duality, and understand that it reflects [...]
Analyst relations is a marketing activity, in more ways than one. Analyst relations is normally part of the marketing department of companies. And, if marketing is the process of identifying, anticipating and satisfying consumers’ requirements, then analyst relations is the [...]
In following on from my first Credo, I have received independent confirmation from an analysts that there is no win from being aggressive. And vendors should be vigilant about finding out how their AR managers and agencies are treating analysts. [...]
