Making Analyst Relationships work for you

Active Influence specialises in delivering effective advisory services and programmes that enable ICT vendors to successfully engage with the IT analyst community

Why Analyst Relations?

Delivery of a structured engagement model is where Analyst Relations comes in. Relationship building is fundamental to achieving successful interaction with the IT analyst community. Such relationships form a degree of trust that provides the basis for successful opinion setting and sharing of actionable analyst advice.

Successful Analyst Relations facilitates ongoing interactions between a vendor and appropriate IT analysts, building a mutually stronger understanding of the marketplace and competition and driving constructive analyst advice into vendor planning, strategy, marketing and sales teams.

Such relationships also help to cement a positive perception of a vendor that provides a foundation for analysts to communicate and position vendor products and services to their clients and the media.

The Importance of IT Analysts

For ICT vendors, the value of regular and structured engagement with the IT analyst community has two primary benefits;

Market Influence - Industry Analysts serve as a key source of advice and guidance for both customers and other influencer groups. Not only are they quoted in the media, but more importantly they provide advice to clients at various points in the sales cycle. In addition, many firms also offer services to other influencer groups such as technology investors. Only by ensuring the most appropriate analysts are fully conversant with a vendor's strategy and offerings can their analysis and recommendations fully support that vendor’s marketing and sales activities.

Market Insights - Industry Analysts provide information and guidance to IT vendors, advising on product strategy and planning, sharing insights on the marketplace and supporting marketing and sales activities. Engaging with the most appropriate analysts for specific tasks is critical

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