Making the analysts work for you
How well do the people who represent your company handle their contact with the analysts? Do they have the skills, confidence and experience to make every opportunity count?
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.
To make the most of your interaction with the analyst community, you need all your spokespeople to know the game and know what they’re doing. They need to understand the crucial differences between talking to analysts and dealing with prospects or journalists. They need to know what information the analysts need and how they can get them on side. Subject knowledge and a passing familiarity with industry analysts will not be enough.
Those who lead your initiatives must be able to help the analysts understand your business vision and market engagement strategy, as well as your offering. The analyst needs to feel confident about your business, products and services and be clear about where and how you fit particular market needs.
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.