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AnalystClix: Clicking with the analyst communityAnalystClix is a raft of analyst relations consultancy, training and services provided for customer-focused businesses. But, first of all, what is analyst relations? What is analyst relations? Analyst relations is a dark art. Get it right, and plaudits could ensue. Get it wrong and a vendor's hard won reputation could be in tatters. There are a number of analyst companies active worldwide whose staff scrutinise the movement of specific technology or service markets and/or provide advice on technology-related products and services. As these people are specialists in a given field and must retain their independent stance, they have much influence in the marketplace. They can be perceived as gurus. Analysts look to technology and service vendors to provide them with up-to-date information about market, product and service happenings to inform an analyst's overall opinion of the marketplace. Who buys analyst intelligence? End users of technology and services, vendors, investors, media, government, to name just a few. Why deal with the analyst community? As mentioned above, a raft of different groups buy analyst intelligence. Thus analysts have much influence. For example, an IT director of a large business might seek comfort from an analyst that the type of technology or service being considered for purchase is tenable. Vendors will seek analyst intelligence to aid strategic planning, be alert to partnership opportunities or competitive moves. Investors wish to be comforted that any investment being made is a fairly safe bet. Journalists contact analysts to inform articles and get a third-party quote which lends credibility to publications. Government wish to know about market movements for planning purchases and, of course, are large buyers of technology and services. Consequently, briefing analysts at the right time, with the right message can raise brand awareness of a vendor's products or services to a very large audience. When is it best to speak to analysts? Analysts are under much time-pressure so, if a briefing has been sanctioned, do not waste the opportunity to inform and help the analysts as much as possible. Briefings every six months are pretty much the norm but this is hugely dependent on if the analyst has the time or inclination to hear from that vendor again, or if the vendor has anything new to convey. Remember though that speaking with analysts is not a one-way flow of information from the vendor to the analyst as, post-briefing, once a vendor is on an analyst's radar screen, they will come back to the vendor to seek further information. And, whilst analysts must retain independence, they will be appreciative of those vendors who have the common decency to respond to request for information! Where are analyst offices located? Many analyst companies, such as IDC, AMR Research, Forrester Research or Yankee Group are headquartered in the USA but have offices worldwide. However, there are a raft of analyst companies headquartered in Europe or Asia Pacific, who have much clout in the marketplace too. These include the Hewson Group, Nelson Hall, IDEAs International, Juniper Research, Pierre Audoin Consultants (PAC) and Tekplus. Click here to contact us. Click here for an overview of analyst relations solutions. |
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