- Language: English
- Published: July 2014
The Care and Feeding of Industry Analysts
- Published: May 2013
- 53 Pages
- ES Research Group, Inc
The Care & Feeding of Industry Analysts is ESR’s comprehensive, content-rich guide to optimizing your relationship with industry analysts. This newly updated ESR/Report takes a straightforward, practical approach to providing information you can apply both immediately and over the long haul to manage your relationship with your industry’s most influential experts.
Building credibility within a market is not easy. Having an influential analyst say positive things about your company helps… a lot.
The analyst firm may in fact be your company’s most important “prospect,” so why do so few executives understand how to manage this critical relationship? Working effectively with an industry analyst can lead to a range of benefits for your company, including:
- Positive positioning in analyst reports.
- A place on the long or short list, when clients ask about your company.
- Understanding prospective customers’ concerns or objections regarding your company.
- Knowing what the competition is saying about your company
- Knowing how your competitors are positioning themselves.
- Helpful insights on improving your scores, from a company and product/service perspective.
- Introductions to influential people and potential business partners.
Ten things you will learn:
The seven deadly sins that can damage your relationship with an industry analyst firm.
- The typical characteristics of an industry analyst and how to work more effectively with an analyst firm.
- When to be humble and when to position yourself as an expert.
- How a subscription to an analyst's research can improve coverage of your products or company.
- How a research brief is created and what impact you can have on its content.
- The three highest-level benefits you can enjoy from an effective analyst relations approach.
- Methods for capitalizing on an industry analyst "rules of engagement."
- The homework you must do before you brief an analyst.
- How vision and ability to execute relate to how an analyst sees your company.
- During a briefing, how do CEOs, VPs of sales, PR firms and VPs of marketing impact how an analyst sees your company?
The critical role of your analyst relationships:
Market leaders across every industry say that building and maintaining strong and mutually respectful relationships with industry and/or securities analysts can make the difference between long-term success and failure.
Unfortunately, too few VPs of Marketing, CEOs, CSOs, and even Analyst Relations directors have the know-how to leverage an influential analyst firm. This iniative should not be left to chance or on-the-job training—a miscalculation or ineffective approach can put your company at a competitive disadvantage.
ESR has collaborated with former and current industry analysts and experts from a range of experienced vendors to develop a straightforward, in-depth manual and a roadmap for building the analyst relations function in your company, or making your existing analyst relations more effective.
More reasons to invest in this report:
- Get a clear picture of how analyst firms work and how to best leverage them.
- Build more effective relationships with analysts covering your space.
- Find out the issues companies face when meeting with and briefing analysts.
- Learn best-practices relating to analyst relations.
- Prepare in advance for your analyst briefing, saving you time and money.
- See how other companies work with analysts.
- Obtain clear, unambiguous advice on the do's and don'ts of building or rebuilding an analyst relations function within your company.
- Review an actual plan used by a company to change its positioning with a leading analyst.
What you will receive for your investment:
- 50+ pages of practical, relevant information and advice.
- Insights and experiences from both the analyst and vendor perspectives.
- Clear, explicit guidance for building an analyst relations strategy.
- Authoritative, expert recommendations and detailed action plans for any size company. SHOW LESS READ MORE >
1 Table of Contents
2 Executive Summary
3 The Seven Deadly Sins
3.1 The Nature of the Beast
3.2 Analysis vs. Reporting
3.3 How to Commit the Seven Deadly Sins
4 Your Objectives
4.1 Validation of Your Claims
4.2 Product Development and Marketing Sounding Board
4.3 Three Common Mistakes
4.4 The RAS Firm as a Medium
5 Knowing the Audience
5.1 The Firms
5.2 Independent and Unbiased
5.3 Being an RAS Firm Client
5.4 The Analyst
6 How the RAS Firm Operates
6.1 What are the RAS Firm’s Goals?
6.2 Is the Analyst Firm Really a Dispassionate Observer?
6.3 Proprietary Research Methodology or “The Rules of Engagement”
6.4 Capitalizing on the Rules of Engagement
7 Delivering the Message
7.1 Do Your Homework
7.2 Develop the Content
7.3 Organizing your Presentation
7.4 Your Presentation Format
7.5 Your Presentation Style
7.6 Delivering Your Presentation
7.7 Making the Appointment
7.8 Following Up
8 Soliciting Feedback
9 Creating a Closed Loop: Developing and Maintaining an Analyst Relationship
9.1 What to Expect as a Client
10 What are your Objectives?
10.1 The Usual Reasons
10.2 Influential Reasons
11 Appendix 1 A Case Study: One Vendor’s Approach
12 Appendix 2 An Analyst’s Presentation
12.1 Advisory Services
12.2 What an Analyst Needs
12.3 What an Analyst does NOT Need
12.4 The Ideal Briefing
12.6 Custom Consulting
12.7 Media Relations
13 Appendix 3 RAS Briefing Preparation Checklist