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10 LESSONS 1Analyst Relations teleconference10 lessons AR needs to learn@DuncanChappledc@duncanchapple.com+44 20 7993 8655

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10 LESSONS 210 lessons AR needs to learnl Why these lessons?l Most read articles onAnalystEquity.coml Shows what AR peopleare searching forl Mostly written in thelast few years» But earlier articles on measurementare heavily readl Why Duncan Chapple?l Analyst Relationsveteranl Former Ovum analystl Co-author IndustryAnalyst Relationsl Blogger with IIAR andAnalyst Equity

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10 LESSONS 3Welcome to the call!l Please mute yourtelephonel If you have questions,just email theml Dont worry if you donthave the slidesl Follow-upl Well email out slidesand answer questionsl Well post the audio, ifthe quality is okay

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10 LESSONS 4The most pressing questions- How has recession changed analyst influence?- Why are the changes at Yankee Group a sign of the shift in the analystmarket as a whole?- How are mergers, acquisitions, affiliate schemes and reorganisationsaccelerating the pace of change?- Which analyst firms really drive sales?- What’s the best way for AR to relate to influencer relations?- What strategies best help AR to integrate into marketing as a whole?- How can vendors use analysts and their research to drive sales?- What methods for measuring and evaluating analyst relations are mosteffective?- Which approach to training, coaching and developing AR teams is best?...and one from me...- What’s the one single thing AR needs to do differently?

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10 LESSONS 5How has recession changed analyst influence?l The crisis is good for analystsl Gartner, Forrester, Ovum are all getting strongerl A new second tier of firms: PAC, Canalys etc– Developing their end-user base to get leverage withvendorsl Firms go niche to reflect vendors go-to-market plansFurther reading: http://www.analystequity.com/1590http://www.analystequity.com/1540http://www.analystequity.com/1049

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10 LESSONS 6Why are the changes at Yankee Group a sign of theshift in the analyst market as a whole?l What happened?l From a full-service firm into a niche playerl From a consulting firm into a data-driven firml From forward-looking opinion to data analysisl Faster, simpler, milking the data assetsl Revenue growth based on easier salesl More emphasis on recurrent & product salesFurther reading: http://www.analystequity.com/1547

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10 LESSONS 7How are mergers, acquisitions, affiliate schemes andreorganisations accelerating change?l Huge growth in M&Al Boost non-USD revenue– Long term $ decline forces firms to internationalisel Huge economies of scale– Learning curve in sales and marketing– Expand coverage and kill competitorsl Affiliate networksFurther reading: http://www.analystequity.com/1518http://www.analystequity.com/1354 http://www.analystequity.com/1319http://www.analystequity.com/1576

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10 LESSONS 8Which analyst firms really drive sales?l Service levels reflect client & channel impactl 80:20 and 20:80l 80% of the effort goes into 20% of the analysts– Impact of IIAR, AIM, Apollo, “Power 100”l 20% of the analysts goes into 80% of the analysts– 4 units of effort for top analysts– .25 units of effort for other analysts– 16 times easier to move the long tailFurther reading: http://www.analystequity.com/1344http://www.analystequity.com/1347

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10 LESSONS 9What’s the best way for AR to relate to influencerrelations?l Influencer relations can mean different things» Influencers are folk in MarComms white space» Influencers are third party sales advisors, etc.l Key task is integrationl “IDEAL” approachl Key danger is the mistaken idea that non-analystinfluencer are displacing analystsFurther reading: http://www.analystequity.com/1010http://www.analystequity.com/921

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10 LESSONS 10What strategies best help AR to integrate intomarketing as a whole?l Product approach is dead: start with the clients ashero, solving customers painl Marketing communications has to start with thebrand storyl Emotion in stories can really evoke the mindl Messaging is more important because of socialmedia and the diffusion of communicationFurther reading: http://www.analystequity.com/1610http://www.analystequity.com/1585

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10 LESSONS 11How can vendors use analysts and their research todrive sales?l Always Be Closingl In briefings, bridge back to the client storyl Encourage analysts to focus on end-user issuesl Take the focus off the supply-side issuesl Leverage the outputs of AR and marketingl Endorsements, events, case studiesl Bring sympathetic analysts into your marketingFurther reading: http://www.analystequity.com/1559http://www.analystequity.com/1339

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10 LESSONS 12What methods for measuring and evaluating analystrelations are most effective?l If you dont know where youre going,any direction will dol But how will you know when youve got there?l The folly of rewarding A, while hoping for Bl Subjective or objective?l Surveys and benchmarks beat self-assessmentFurther reading: http://www.analystequity.com/62http://www.analystequity.com/1333http://www.analystequity.com/32http://www.analystequity.com/1335http://www.analystequity.com/63

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10 LESSONS 13Which approach to training, coaching & developingAR teams is best?l Systems approach: Inputs * Process = Outputsl Main problem isnt knowledge, but processl “Banker” model of AR training is outdatedl AR teams need organisational development to helpfocus on priorities, influencing and relationshipsl Spokespeople need mentors: permission to correctl AR managers need coaches: direction, focus,accountability and withstanding diversionsFurther reading: http://www.analystequity.com/1336http://www.analystequity.com/1602

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10 LESSONS 14What’s the one single thing AR needs to dodifferently?l Find, and widen, thebottleneck in your ARl Five key stages of AR process:Identify, Drive, Engage,Alignment & Leveragel Free IDEAL auditFurther reading: http://www.analystequity.com/172http://www.analystequity.com/187http://www.analystequity.com/204

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10 LESSONS 15Questions?Feel free to email or call with your follow-up questions@DuncanChappledc@duncanchapple.com+44 20 7993 8655