How do you align analyst relations strategy with broader organizational goals, especially when there are competing priorities within the company?
Sort By:
Oldest
Director of Marketing in Softwarea year ago
In my current role, the focus is on building brand awareness, mind share and market preference, all of which contribute to closing more deals. Positive coverage in industry assessments like magic quadrants and analyst reports is seen as beneficial for winning deals. Successful companies typically define two or three well-understood business goals, and marketing objectives are structured to achieve these goals. This alignment helps ensure that individual team members' goals and objectives also contribute to the overarching organizational objectives. When everyone understands how their tasks and objectives support the company's overarching goals, it becomes clear which activities should take precedence. Overall, aligning analyst relations strategy with broader organizational goals involves ensuring that all efforts, including PR and individual goals, directly contribute to the company's strategic objectives. This alignment helps maintain focus and cohesion within the organization.Sr. Sourcing Manager in IT Servicesa year ago
Here is what I do with my Marketing peer who invests in AR service. Ask them these three questions and see if their answers are align with the ultimate and major goals of a company. First, what specific analyst relationships and access rights are being acquired? This defines the assets we're investing in.
Second, how will these assets be leveraged - for long-term market insight or short-term campaigns? This outlines the potential value.
Finally, why are these investments needed NOW? What strategic and tactical goals do they enable immediately? This links the investment to priorities.
With those questions answered, a framework is needed to align analyst spend with specific organizational goals, balancing strategic relationship-building with tactical demand generation. A model to consider is allocating spend proportional to value - dedicate 70% of the budget to strategic assets like research access and 30% towards tactical assets like reprints.
Regardless of framework, alignment requires ongoing coordination between analyst relations, marketing, product teams and leadership to pivot based on changing needs and emerging priorities. Analyst strategy must have flexibility to balance competing interests.