For many companies, inclusion – and specific positioning – in a major analyst report, such as a Gartner Magic Quadrant or Forrester Wave, is an important barometer of corporate success, and validation of their approach and vision. These reports drive both sales inquiries and sales, and companies often license them (along with other analyst research) for lead generation.
How to Manage AR?
Effective AR management combines people, process and technology. It requires sustained and strategic planning, concerted outreach, and tracking and monitoring results.
The AR job description is an intensive one. Talented AR pros prove their worth – and their increasing value to their companies – every day: mapping out and executing engagement strategies, juggling tasks and deadlines, responding to analyst queries, project-managing their company’s responses to market evaluations, and much more. They must build and foster relationships with key analysts by understanding analysts’ needs and research agendas, personalizing their communications and consistently adding value.
And it’s not just analysts whom AR pros must manage relationships with, but also internal company executives and subject matter experts, who are a key part of the knowledge exchange. AR involves extracting information from, and conveying analyst insights to, these experts as well.
Where should you get started? There’s a vast universe of analysts and analyst firms – from large, global firms that cover many types of technologies to more focused and niche consultancies. For companies, the first step in “influencing the influencers” is identifying (and then staying abreast of) which analysts are both most relevant and most influential to their businesses.
Technology can significantly aid this process. ARchitect, for example, has a searchable database of 8610* analysts from1497* firms. You can see who’s writing about what – and of the group that’s relevant to your business, who’s most influential, via influencer scores.
ARchitect also lets you put analysts into relevant groupings; contact them at the individual and group level; get a consolidated view of your analyst interactions, history and feedback; and even see how you’re moving the needle, in terms of analyst perception. You can create a dedicated portal and content destination for your analysts (and track engagement there), manage scheduling at analyst events, prepare executives with “analyst briefing books” and much more.
Managing AR and scaling your program is much easier with an end-to-end platform such as ARchitect – for organizing, planning, coordinating, tracking and measuring analyst relationships.