Maintaining relationships with technology analyst firms such as Gartner, Forrester, and IDC takes time, patience, and experience. It also requires drawing on corporate resources from around the world in order to provide them with a 360-degree view of your business.
There are a number of things you need to do in order to run a successful AR program:
Brief analysts on an annual, semi-annual, or perhaps even quarterly basis, depending upon how quickly things are happening at your company
Respond to analyst requests for information in a timely fashion; They should be at the top of your list in terms of priority
Provide analysts with access to your subject matter experts, customers, and solution partners
Invite analysts to attend live events (user conference, seminar, roadshow, etc.) where they would have access to a wide array of information sources (management, subject matter experts, customers, partners) all under one roof;
Call analysts’ attention to a particularly relevant webcast or video;
Share with the analysts results from research recently undertaken by your company;
Keep analysts briefed on what your company is up to through social media channels.
That’s why senior resources like Jim Panagas have often asked by tech companies to serve as an AR point of contact – because it’s imperative to get that AR relationship right the first time.
While Jim Panagas was running their analyst relations program, Kentico Software entered Gartner’s Magic Quadrant for Web Content Management (WCM) for the very first time and stayed there for three years in a row. Jim also laid the groundwork that led to Kentico’s first appearance in the Forrester Wave for WCM.