Remember: the relationship with the analyst community should be mutual beneficial.
The market knowledge of the analyst community is crucial for all stakeholders, including customers, vendors, component producers, industry alliances, media, and others. The Analyst Relationship is crucial to address the correct messaging.
Analysts gather insights through interactions with all market players. Vendor briefings provide them with updates on new solutions, while advising end-users helps them understand current pain points. Sharing their outlook with media and industry alliances helps validate their perspectives.
Success in these relationships relies on openness and transparency among all parties involved.
However, vendors often perceive analysts’ opinions as a threat, especially those conducting annual vendor rankings. It is essential for vendors to recognize that analysts must assess numerous offerings and can only highlight the top performers. This does not imply that other solutions are inferior.
Over the past decade, I have collaborated closely with several analysts, including DELL’ORO, Gartner, IDC, OMDIA, Visiongain and various boutique firms. While not every analyst firm may cover your specific technology, there is always one (or two) that can.
Let me assist you in drafting a straightforward Analyst Relationship Plan to build awareness, create credibility, and, most importantly, facilitate learning.