Contenu connexe Similaire à Working with-industry-analysts (20) Plus de Susan Etlinger (10) Working with-industry-analysts1. 1
Working with Industry Analysts
Eight Tips for Entrepreneurs
June 1, 2012
Susan Etlinger
Industry Analyst
2. 2
Who are we?
Altimeter Group provides research and
advisory for business leaders challenged by
disruptive trends, to enable them to pursue
new opportunities and business models.
© 2012 Altimeter Group
3. 3
What we’re thinking and writing about in 2012
• Dynamic Customer Journey
• Adaptive Organization
• Sentient World
For more about how we are thinking and writing about these trends, please visit:
http://www.altimetergroup.com/research/research-themes
© 2012 Altimeter Group
4. 4
Who am I?
10 years in house in Corp Comm, marketing, IT
10 years agency: startups to Fortune 500
counseling entrepreneurs and execs
Today: Industry analyst covering social analytics,
voice of the customer, “big data”
Receive approx 50 briefing requests per month (I
can do 5-10; more when working on a report)
Been on both sides of the fence; analyst relations
and analyst
© 2012 Altimeter Group
5. 5
Your Task
Think about the two sentences you
want the analyst to walk away with.
What should they be?
[Hint: mine are on the next page]
© 2012 Altimeter Group
6. 6
My two sentences
Build a relationship for the long term.
Here’s how.
© 2012 Altimeter Group
7. 7
Eight tips for working with analysts
© 2012 Altimeter Group
8. 8
1. Understand analysts’ motivation
© 2012 Altimeter Group
9. 9
Know what makes them tick
Looking smart
Access
Ideas for research
Identifying trends
Building influence & reputation
Staying valuable, relevant and sought-after
© 2012 Altimeter Group
10. 10
2. Understand the business model
© 2012 Altimeter Group
11. 11
How do industry analysts make money?
Research reports, Advisory services, Projects,
Speaking engagements, Other
What are you buying? Access to the research?
The analyst? Their customer base?
We don’t all work the same way: Paid research
versus open research
Established business models are under threat
We are not the same as equity analysts
© 2012 Altimeter Group
12. 12
3. Understand the service offering
© 2012 Altimeter Group
13. 13
The infamous question of “pay to play”
Never pay to brief an analyst
Are you being asked to pay or buy services to be
included in reports?
This is why understanding the model is so
important; what is part of the research process vs
what is part of the service offering
Models are different, so transparency is key
© 2012 Altimeter Group
14. 14
4. Before: do your homework
© 2012 Altimeter Group
15. 15
How to prepare
Know what analysts cover and what they’ve written on
Look at how they’re organized: industry, horizontal
coverage area, practice area
Know the frameworks and potential implications to
your business
Find out their revenue mix; percentage from vendors
versus brands
Find out rules of engagement; what is fair game, what
is embargoed. Unless you have a paid relationship,
many analysts will not sign an NDA for a briefing.
© 2012 Altimeter Group
16. 16
5. During: don’t “pitch” us
© 2012 Altimeter Group
17. 17
In the meeting…
Confirm rules of engagement
Have an agenda
Don’t waste time on logo slides and background;
get to the point fast
We see dozens of companies per month; why are
you special?
Don’t condescend, don’t sell. Be nice. Be
prepared. Be real. Be curious.
Don’t offer gifts of any value; we can’t accept
them
Ask questions. Listen. Ask more questions.
© 2012 Altimeter Group
18. 18
6. If we say your baby is ugly…
* No actual babies were deemed ugly for the purpose of this presentation.
© 2012 Altimeter Group
19. 19
Criticism in context
It’s not personal
Don’t be defensive, but do ask for supporting
evidence
Don’t walk away or write them off; stay engaged
Maintain a balance of advocates and detractors;
detractors keep you honest
Remember: the analyst’s focus is pattern
recognition
© 2012 Altimeter Group
20. 20
7. Working with analysts
© 2012 Altimeter Group
21. 21
How to work with analysts
Press references
Speeches, webinars (influence)
Advisory
• Positioning
• Message review
• Roadmap
• End user insight
Always keep the next briefing in mind
© 2012 Altimeter Group
22. 22
7. After: the long view
© 2012 Altimeter Group
23. 23
Thinking for the long term
If you’re in an emerging or disruptive market, don’t
rely only on analysts who work within established
categories.
Seek out the analysts who “get” you. This does
not mean they always think you are amazing. That
is your family’s job.
Build trust. The goal is to get to the point where
we’ll take a briefing no matter what, and we know
each other so well we can do it in 20 minutes
* Actual mileage may vary
© 2012 Altimeter Group
24. 24"
THANK YOU
Susan Etlinger
susan@altimetergroup.com
susanetlinger.com
Twitter: setlinger
© 2012 Altimeter Group"