Who is this training for?

Our online training is aimed at anyone charged with the task of representing your company and engaging with the analysts – briefing them, participating in analyst days or meeting analysts one-to-one, online, at the office or at events.

How is the training delivered?

Each workshop is delivered live online (e.g. Zoom, GoToMeeting, Teams) by one of our former senior analysts. Alternatively, the workshop can be delivered on-site (when government guidelines allow).

How long does the training last?

Lasting 3.5 hours, including our briefing best practices module or 2 hours without. To make each session as interactive as possible we limit the attendees to 2 to 3 per session and it is only for your company so we can include bespoke content.

How does media spokesperson and analyst spokesperson requirements differ?

Firstly, the objectives: the media engages readers, analysts advise technology buyers. Secondly the timeframes: media are interested in what’s happening now, analysts require information year-round and where you see the market going and how you fit into that. Finally, what they need: media needs a story and a soundbite. Analysts need evidence, evidence, evidence – to prove your essential story.

Why is training my spokespeople in order to speak with analysts important?

Some of your executives, marketing people and product managers may have a natural talent for building these relationships. But analyst engagement won’t be their day job, and this is not an area where the gifted amateur is likely to succeed. The stakes are high. Analysts are consulted in over 80% of all enterprise IT buying decisions. Getting it right can make the difference between a strong referral pipeline and a dustbowl of wasted opportunities. The training will enable these individuals to up their game, confidently applying their business knowledge and experience in the right way to develop analysts’ understanding and appreciation of your business.

Why do this training with The Skills Connection?

For us, analyst engagement is the day job. It’s what we do – and it’s what we know, better than anybody. We know the conventions and the psychology, when to push and when to back off. We know the pressures the analysts are under and the evidence that’s needed to gain their confidence. Our team, entirely made up of former senior Gartner analysts and executives, has worked with 250 companies in the last 10 years, helping each of them build and shape their essential story. With our experience, expertise and assistance, these clients have been able to exploit the full potential of the analyst channel and achieve positive, tangible results – from accelerated sales growth to improved MQ positions.