Beyond Simplicity: The Complex Reality of Modern Analyst Relations
Duncan Chapple
Analyst Relations lead for Elisa IndustriQ & Elisa Polystar @ SageCircle | Research Associate @ UEBS | LBS MBA | INSEADer
The "mind the gap" discussion on the SageAnalysts survey data reveals that the most successful analyst relations programs aren't just doing more - they're doing things differently. While basic AR activities can be implemented simply, SageCircle 's data shows that leading organizations are taking increasingly sophisticated approaches to these fundamental practices.
The Digital Divide in AR
As Terezia Batovska points out, many AR professionals face a challenging balancing act between bandwidth and influence. Yet the survey data shows a stark reality: 28% of analysts report zero contact from vendors they comment on. Meanwhile, companies like IBM and Amazon Web Services (AWS) demonstrate that digital engagement can be highly sophisticated and effective when done right.
From Basic to Advanced Digital AR
Not everyone does get it right. Christian Renaud , a former 451 Research analyst now at MarketsandMarkets? , ranks the value of different types of AR interactions:
This ranking makes sense because it aligns with how interactive the discussion can be, and particularly how well the provider can show business value of technologioes. However, most analyst firms simply fail to show that they justify more vendor resources than they currently do. As a result, portals, one to many events and online resources will often be a big part of the way they can access information.
The Evolution of Tiering
As Marvin Goodman notes, it feels "slightly anachronistic" to practice highly personalized AR in an era of automated growth. Yet the survey data shows sophisticated tiering approaches significantly outperform basic segmentation. Nokia's award-winning AR program demonstrates how a sophisticated approach with limited resources can achieve outstanding results - with 83.3% of analysts rating their relationship with Nokia's AR team as "Very good."
Beyond Size and Resources
In October, I wrote about the "rich get richer" dynamic identified in the survey. That isn't simply about team size. As former 国际数据公司 analyst Rory Duncan observes, being placed in a vendor's top tier doesn't guarantee good coverage. The data shows sophisticated programs achieve up to 40% better outcomes regardless of team size. This supports Gerry Van Zandt 's assertion that "focused and prioritized efforts, even with relatively low resources, small teams and/or expert consultants, can have greater impact & results than AR teams with high FTE counts."
Measuring Sophistication
The survey reveals clear markers of sophisticated AR programs:
The Path Forward
The key insight from the survey isn't that AR activities are inherently simple or complex - it's that implementation sophistication matters significantly. As Van Zandt emphasizes, success factors include strong AR leadership, management support, and thoughtful team organization. These elements, combined with sophisticated implementation of core AR activities, distinguish the leaders from the laggards.
Implications for AR Professionals
For AR teams of all sizes, the message is clear: sophistication in implementation matters more than raw resources. Whether managing a one-person program like Batovska or a large team like Goodman describes, success comes from thoughtful, sophisticated approaches to fundamental AR activities.
The growing gap between leading and lagging AR programs isn't simply about resources or basic activities - it's about the sophistication with which these activities are implemented and managed. As Christian Renaud suggests, the challenge lies in scaling AR programs while maintaining differentiation and value in analyst interactions.
Director, Analyst Relations
2 周Excellent content Duncan. The prioritization of not just analysts but the markets themselves is a real challenge too. Many execs want full coverage for markets that the company can not win in yet while dominating those that they can.
Lead - Global Analyst & Advisor Relations and Public Relations | Post Graduate Diploma
2 周A more detailed explanation of this approach, or even a webinar, would be greatly appreciated. With the increasing number of reports being launched by analyst firms, many of us with smaller teams are scrambling to keep up with report participation deadlines.