Analyst relations – what is it?
Analyst Relations is the practice of fostering mutually beneficial relationships with industry analysts who shape market opinion and influence technology purchasing. These analysts provide independent third-party expertise, advisory services, and assessments and reports that significantly influence perceptions of a company, its products, and its services. Companies that engage effectively with analysts enhance their credibility and visibility with customers and prospects, and gain valuable insights about the market to refine their strategies.
Why is analyst relations important?
Industry analysts offer pertinent and useful insights and evaluations that guide technology buyers, investors, and partners’ decisions. An effective AR programme helps organisations present their products and services, go-to-market strategies and market position to analysts clearly and consistently. Regular interactions with industry analysts mean organisations are represented more accurately in industry reports and discussions. For industry analysts to feel confident enough to profile a vendor in a report or recommend its solutions during advisory sessions, they must have a deep understanding of it. A successful analyst relations programme keeps a company visible in the market, so they are considered in purchasing decisions.
Analyst relations and vendor selection
Analysts are a major influence on vendor selection, providing technology buyers with the reassurance they need. Buyers often rely on analyst reports and advisory to identify, shortlist, and select solutions.
CCGroup’s recent report, “End to end: The role of industry analysts in the enterprise technology buying process“, found that 71% of IT buyers described industry analysts as either influential or heavily influential when selecting a final vendor, highlighting the importance of a well-developed analyst relations strategy. A successful strategy ensures that companies are featured and fairly represented in the reports and advisory sessions that impact buying decisions. Vendors greatly increase their chances of being considered in competitive evaluations and recommended in advisory sessions by consistently engaging with analysts and sharing the right information.
The impact of strategic analyst relations
Building strong relationships with industry analysts is key to a solid business strategy. With successful analyst relations, businesses develop and maintain their credibility, influence market perceptions, and ultimately, impact purchasing decisions.
CCGroup’s Analyst Relations practice assists clients in driving analyst awareness and advocacy. Through tailored AR programmes, CCGroup helps organisations build long-term relationships with industry analysts, influence market perceptions, and drive business growth.
