Analyst Programs
The Purpose of this Section
This section of Trainer University defines the role and tips for working with industry analysts, a very influential group that can support the visibility of our clients.
Why is This Section Important?
Industry analysts can be an extremely important component to visibility and marketing programs for companies that have infrastructure products such as storage, networking, security, application software, etc. Gartner Group (the largest industry analyst firm by far) has been credited for making and breaking companies with customers and potential acquirers.
It is extremely important to understand the following about the industry analysts:
The Purpose of this Section
This section of Trainer University defines the role and tips for working with industry analysts, a very influential group that can support the visibility of our clients.
Why is This Section Important?
Industry analysts can be an extremely important component to visibility and marketing programs for companies that have infrastructure products such as storage, networking, security, application software, etc. Gartner Group (the largest industry analyst firm by far) has been credited for making and breaking companies with customers and potential acquirers.
It is extremely important to understand the following about the industry analysts:
- The analyst role
- What information analysts need to make their assessments
- How analysts differ from the media
- How analysts are compensated
- How analysts work with the media
The Analyst's Role
The analyst’s role is to evaluate a company based on its leadership, its distribution strategy, its products, its intellectual property, its marketing leadership, and its technology innovation. Unlike media, analysts will take the time to go deep into a company’s strategy. They ask in-depth questions that test technology and business strategy, drive at competitive differences, and evaluate market readiness (such as support, customer adoption, etc.). They often write round-up reports on a trend, technology or industry. The most influential reports are currently the Gartner Group Magic Quadrant and the Forrester Wave. Snagging a spot in the Cool Vendors report from Gartner is also a good strategy for strong media attention (the media leverage the analysts to establish market leaders that should be covered in feature stories). They also are known to blog for their firms or under their own brand. It is important to establish an NDA with an analyst if you are pre-briefing an analyst on an announcement.
Analysts are interested in briefings on strategy, product roadmaps, partnership roadmaps, executive changes, major products, etc.
Unlike media, analysts are not chartered to write about a briefing. Many briefings are taken to advise customers or to fuel later reports. Media take briefings for the purpose of writing a story immediately, or for a planned future story. Analysts are often given more information so they can make strategic assessments and advise end-users.
Analysts often have previous technical experience in IT environments and are compensated more for their in-depth understanding of an industry and technology. They are sometimes considered “experts” in an industry. Analyst firms that are failing can sometimes attribute their issues to ill-prepared analysts that don’t have the credibility and capabilities to comment on company announcements or strategies.
Often the media contact the analysts to review story ideas, technologies, and companies in the industries for their stories. Analysts are frequently quoted in these articles, which helps the analyst build their personal and company brands.
Unlike media, analysts are often very well compensated. It’s not unusual for a Gartner analyst to receive $200,000 or more each year for their opinions. They also can receive a bonus for setting up consulting days (Gartner refers to these as SaS days). Analysts are involved in the sales process and are often very aware of what a client pays for a consulting relationship, so caution clients not to negotiate too hard, and offend the analyst they are trying to establish a relationship with and impress.
Analysts are interested in briefings on strategy, product roadmaps, partnership roadmaps, executive changes, major products, etc.
Unlike media, analysts are not chartered to write about a briefing. Many briefings are taken to advise customers or to fuel later reports. Media take briefings for the purpose of writing a story immediately, or for a planned future story. Analysts are often given more information so they can make strategic assessments and advise end-users.
Analysts often have previous technical experience in IT environments and are compensated more for their in-depth understanding of an industry and technology. They are sometimes considered “experts” in an industry. Analyst firms that are failing can sometimes attribute their issues to ill-prepared analysts that don’t have the credibility and capabilities to comment on company announcements or strategies.
Often the media contact the analysts to review story ideas, technologies, and companies in the industries for their stories. Analysts are frequently quoted in these articles, which helps the analyst build their personal and company brands.
Unlike media, analysts are often very well compensated. It’s not unusual for a Gartner analyst to receive $200,000 or more each year for their opinions. They also can receive a bonus for setting up consulting days (Gartner refers to these as SaS days). Analysts are involved in the sales process and are often very aware of what a client pays for a consulting relationship, so caution clients not to negotiate too hard, and offend the analyst they are trying to establish a relationship with and impress.