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The Care and Feeding of Industry Analysts Product Image

The Care and Feeding of Industry Analysts

  • Published: May 2013
  • Region: Global
  • 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 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
12.5 Consulting
12.6 Custom Consulting
12.7 Media Relations

13 Appendix 3 RAS Briefing Preparation Checklist

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