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View from the industry analyst

View from the industry analyst. The Power of Great References. Poor references can kill 50% of your sales pipeline. Peers. Analysts, Experts. Ease of Access. Vendors. Trust. Media. Social Media Noise. Source: IIAR, Edelman, Hill & Knowlton. Analysts influence over 50%

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View from the industry analyst

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  1. View from the industry analyst The Power of Great References

  2. Poor references can kill 50% of your sales pipeline

  3. Peers Analysts, Experts Ease of Access Vendors Trust Media Social Media Noise Source: IIAR, Edelman, Hill & Knowlton

  4. Analysts influence over 50% of all IT purchase decisions Source: Hill & Knowlton, Strategy One, Vanson Bourne

  5. ZERO

  6. ZERO

  7. Rule One (and there is only one rule) Analysts see the world through users’ eyes

  8. How Analysts Engage with Users Inquiries Events Meetings Case Studies/ Briefings Surveys Interviews

  9. “X's offering is complex... the solution is often difficult to implement and maintain”

  10. “Customer references report that the product is too expensive, too complex, not easy to use and too modular”

  11. “Customers did not provide high ratings for the quality of X's client references provided during the RFP process, indicating a problem with maintaining client satisfaction”

  12. “References for X consistently scored it low in consulting-related competencies, including business acumen, industry expertise, change management and business process consulting”

  13. “Overall X scored the lowest across all included vendors in terms of satisfaction of its reference clients.  X scored low to very low on vision and leadership, industry expertise, staffing, business and innovation“

  14. Analyst View: THE REFERENCE TREE

  15. Reality for most companies KEEP CALM AND FIND A REFERENCE

  16. A Typical Client Reference Supplier Reference Buyer

  17. An Analyst Reference Supplier Reference Analyst as Proxy for Buyers

  18. References for Assessments Interviews VALUE OF INSIGHT Survey Customer Lists VOLUME OF CUSTOMERS

  19. What are the analysts asking?

  20. Your 3 Questions to Get Ahead Who When How

  21. Who in terms of Company? High Sales Volume Low Direct Indirect

  22. How you describe your target clients

  23. What you must deliver

  24. Who in terms of Individual?

  25. When

  26. Communications campaign • Briefings • Analyst meetings • Analyst consulting days • Inquiries • Regular updates • Social media Develop Strategy & Core Story 12 months to assessment Stage 1 Building the Relationship

  27. Communications campaign • Briefings • Analyst meetings • Analyst consulting days • Inquiries • Regular updates • Social media Draft Research Survey Develop Strategy & Core Story Assessment Starts Briefing 12 months to assessment Stage 2 Optimizing the Assessment Stage 1 Building the Relationship

  28. Communications campaign • Briefings • Analyst meetings • Analyst consulting days • Inquiries • Regular updates • Social media • Provide references Draft Research Survey Develop Strategy & Core Story Identify References Assessment Starts Briefing 30-60 days ahead of assessment start 12 months to assessment Stage 2 Optimizing the Assessment Stage 1 Building the Relationship

  29. How: Getting Your References Prepared Make them feel special Explain the analyst role Outline the process Prepare them for likely questions Confirm your differentiated message

  30. “No-one can make you inferior without your consent” Winston Churchill

  31. View from the industry analyst The Power of Great References

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