Build a Strong Analyst Relations Foundation

Effective AR leaders align to corporate priorities and work with operational leaders to apply analyst insights to build better products.

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Challenges plague early- to mid-stage tech providers who are looking to get started in AR to build a successful program that is effective and long lasting:

  • CEO support for AR is weak.
  • Lack of product management and marketing (PMM) support to engage properly with analysts.
  • Analysts disagree with your positioning.
  • Sales loses deals due to poor analyst ratings.
  • You are unsure which analysts to target.
  • Your staff have little experience working with analysts or managing the analyst briefing and research process.

This SoftwareReviews workshop provides the guidance and tools required to enable AR leaders to:

  • Ramp up quickly and successfully when new in an AR role.
  • Understand what analysts want in an AR relationship.
  • Strengthen analyst relationships.
  • Refine analyst coverage strategies.
  • Optimize analyst engagement around product design, build, and launch cadence.
  • Win executive support for your AR program.

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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

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Module 1: Diagnose Gaps and Opportunities for AR Program Improvement

The Purpose

  • Assess maturity, identify 90-day goals, and align on target markets and analysts.

Key Benefits Achieved

  • Plan for attaining higher levels of AR program maturity.
  • Identify target markets and analysts.
  • Self-assess capabilities against market inclusion criteria.

Activities: Outputs:
1.1 Discuss current AR program maturity and vision for strategic AR.
  • Assess level of AR program maturity.
1.2 Identify 90-day goals and current state of analyst coverage of your company.
  • Document gaps in current coverage of your company by industry analysts.
1.3 Prioritize the top research markets you will pursue.
  • Build your tracker and workbook to track the progress of participating in the analyst research process.
1.4 Assess your product and company capabilities against the inclusion criteria of each market selected.
  • Identify gaps in current state for meeting inclusion or leadership criteria in key research.

Module 2: Align on a Strategic Vision for Analyst Relations

The Purpose

  • Align with executives and key operations staff on the value of strategic AR.
  • Align on shared goals and key performance indicators (KPIs).

Key Benefits Achieved

  • Win AR program support from executives, product teams, and sales team. Understand how AR program success will be measured.

Activities: Outputs:
2.1 Create the AR vision and gain support among senior leaderships stakeholders.
  • A strategic mindset for AR among executives
2.2 Define AR KPIs.
  • AR program KPIs aligned to the business
2.3 Outline operational support for the program among product, marketing, CEO, and sales.
  • Time and resource commitments understood by key stakeholders
2.4 Turn KPIs into shared goals.
  • Aligned performance goals/objectives in appraisals

Module 3: Develop Customer References and Reviews Plan

The Purpose

  • Target customers for references and reviews as needed by analysts.

Key Benefits Achieved

  • Develop sources to prove or testify to your capabilities.

Activities: Outputs:
3.1 Assess market segments where references are needed.
  • Gap analysis of where customer references and reviews are needed
3.2 Develop plan to work with sales and customer success teams to cultivate those references.
  • List of target customer references, outreach plan
3.3 Set up your reference tracker and process plan for ongoing recruitment and management.
  • Tracker set up to capture results

Module 4: Plan Initial Analyst Briefings

The Purpose

  • Build readiness for initial/improved analyst briefings.

Key Benefits Achieved

  • Improve analyst engagement.
  • Participate in the research process.
  • Use analyst insights more effectively.

Activities: Outputs:
4.1 Establish process for analyst briefing planning.
  • Detailed plan for analyst briefings
4.2 Build request-for-information data tracker and identify data field ownership and process for completion and updates.
  • Request-for-information data submission template with initial data and owners for completion
4.3 Understand analyst briefing information needs.
  • Draft analyst briefing deck
4.4 Tailor analyst briefing presentation template for upcoming analyst briefings.
  • Preparation/dry-run session with coaching on contents and delivery

Module 5: Develop Inbound Analyst Engagement

The Purpose

  • Develop the rationale and plan for bringing analyst insights into the business to build better solutions

Key Benefits Achieved

  • Make product and go-to-market improvements.
  • Increase executive and product team support.
  • Achieve greater AR program ROI.

Activities: Outputs:
5.1 Create the vision for analyst engagement – ongoing in support of the product lifecycle.
  • AR, executive, and product team alignment on inbound AR value
5.2 Identify aligned goals with product team and identify how to drive and measure AR program ROI.
  • Completed AR strategy template and analyst engagement tracker.
5.3 Set milestone dates for analyst engagement.
  • AR strategy roadmap for success in first 90 days
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