How Cool is That?

Today, of all days , I spend some time in a sub par hotel in the deep south of the Netherlands. Nothing cool about that I hear you thinking, but if I tell you that this place has a 750 seat capacity, the next bit will sound like winning the lottery. I walk in, pick a good seat close to the wireless access point. When I wanted to start with my first course two people sat down next to me and started to discuss next year’s budget. Nothing cool about that either you might say, and I was just enjoying my meal at first. Then it became clear that they were responsible for a tech company, just over the border in Belgium. They were discussing marketing and then, you’ve guessed it, the magic words came out – “Analyst Relations”.

Now we are talking! Continue reading How Cool is That?

Guess Who’s Looking for Top Talent in Analyst Relations?

Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if you do not know who to reach, contact Kea Company for an introduction. Continue reading Guess Who’s Looking for Top Talent in Analyst Relations?

Failure is not Always Incompetence

Anyone who can think straight and does more than reading the local newspaper or watching one of the indoctrinated television channels around the world, knows that the “economical crisis” is not so bad as it sounds. A group of people who run this world via the banking corporations messed up big time and now they let us pay for it and call it a worldwide economical crisis. Enough said here. In this particular case, failure is incompetence.

I would like to shift my focus a bit more to the people who work hard and play hard. In this current environment, you need to invest just as much time and energy as you did in the times that there would not be a so-called crisis. In advertisements, it is always about showing your face. In good times and in bad times. Companies that stop developing their core business will shut down sooner than later. Stop telling yourself that this happened because of the crisis. It didn’t. There is always a market ready for you. You need to shift, not stop doing what makes your product or services so different from the competition. Continue reading Failure is not Always Incompetence

Do Analysts Want to Talk to You?

Of course this is nothing new, VC’s asking entrepreneurs the question: “do analyst want to talk to you guys?” What a great example of faith in the IT sector. VC’s who think that every IT company is aware of the analysts they need to talk to, just want to confirm that there is an interest in the company which is seeking investment.

There is nothing wrong with VC’s who think that people who need investment are aware of companies like Gartner and Forrester. That general knowledge of research firms would be great! Makes talking about it much easier when the question pops up from the VC. However, is it a realistic question to ask, and is it it fair to presume that entrepreneurs know the benefits from talking to analysts? The general perception is that it costs a lot of time and money to do analyst relations, and that it is a billion dollar club. So my first reaction would be ‘no’.

We have a department for Technology Investors. Great guys that talk to people who need cash and guidance to conquer the market. They like to think, since they work for a firm that offers influencer relations services, that people understand what they are talking about when they discuss analyst relations and vendor briefings. Everybody understands public relations, but many people fail to understand analyst relations.

Some figures to give you folks a nice idea. Last year we spoke to 24 entrepreneurs in the IT sector from the Benelux region who needed an investment. Of those 24, 15 had heard of Gartner and 11 of Forrester. That was it. Never mind the ones who didn’t even know what we meant when we talked about analyst relations or analyst firms. Considering we do business with over 30 research firms ourselves, we were amazed by the lack of knowledge from people that need to be on top of their game. Now I know this is our core business, but than again, research firms have been around for decades.

So it is great to notice that VC’s do more and more business in Public Relations and social media. But how many VC’s are actively engaging with analyst firms after an investment has been made? Life would be much easier for VC’s if entrepreneurs who are operating in IT and need their money and guidance, opened up relations with research firms before they ask for the VC’s services.

And to the other side of the table. If you are an IT company who needs help, don’t think that you need investment before you can get introduced to your core analyst. Increase your chances of getting that investment by talking to people who know the analyst industry. Finding a VC to talk to is the least of your worries. Succeeding and getting the investment from the VC in order to grow your business and full fill your dreams, starts with understanding what preparations you need to take to get the right attention, from the right people, at the right time. Now that you are aware that VC’s are likely to ask you this question, make the necessary preparations.

Best of luck, to both of you.


Analyst Relations is Not a Billion Dollar Club

If we would receive a free lunch every time a Tech SME owner says “So you are in Analyst Relations, so mainly high-end customers, right?”, we’d be eating for free the rest of our lives. Why is this perception there? Why don’t people see that Analyst Relations is not about how many employees a company has or how high the revenue is. You don’t have to own a big office and be on top of the world (yet). In every stage there is value to be added by communicating with analysts worldwide.

It is all about what you have to offer, and how you can communicate that to the world. It isn’t about what your competition is doing or how big they are in comparison to you. Of course it all relates to one another, but these should not be the reason not to undertake the steps needed to communicate to the outside world via the professional channels. You need to benchmark your vision and product with outsiders who’s job it is to know what is happening in the world. These analysts judge you based on their twenty something years of experience. Yes they can be critical, but that is what you look for in feedback. If you can’t handle that, quit being an entrepreneur.

If you feel that you don’t need any help than that is completely up to you. Personally I don’t think it is about needing help, but leveraging every opportunity you get and about making an extra effort to introduce your company to the world via independent experienced professionals, who know what they are talking about. Yes they are still only human, but we all have our core business and this is how we help each other. Make a 25K reservation in your budget and show the world what you have to offer, you’ll end up saving time and money. Working smart, efficient and listening to others is something anyone can do, not just billion dollar companies.


Bimodal in a digital world: To be or not to be

aaeaaqaaaaaaaaqtaaaajdzmogfimdi4lta4zdatnddios05ngm3lte4m2jjymfinmq1ygRecently, there has been a lot of debate on “Bimodal IT” as two of the leading industry analyst firms have proposed diametrically opposite views. Bimodal IT is the practice of managing two separate, coherent modes of IT delivery; one focused on stability and the other on agility.

Continue reading Bimodal in a digital world: To be or not to be