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Behind the research curtain: The new age of analyst relations in tech
- The analyst relations function in the tech industry is evolving, with a shift towards independent analysts and influencers beyond traditional research firms like Gartner and IDC.
- Erin Zehr, a former Dell AR lead, discusses the changing landscape and emphasizes the importance of adapting to remain relevant in tech analyst relations.
- Analysis reveals the spending breakdown for Gartner services and a comparison with IDC and Forrester, showcasing Gartner's dominance in the market.
- The blurring lines between analyst relations and corporate communications are driven by overlapping audiences, rapid news cycles, and the need for credibility and thought leadership.
- Engaging independent analysts and influencers requires authentic engagement, long-term relationship building, and co-created thought leadership content.
- Keeping pace with technological change involves cross-functional collaboration, trend spotting, data analytics, and agile briefing materials to remain competitive.
- Measuring and sustaining trust with analysts involves feedback loops, data-driven validation, consistency of engagement, and building a durable reputation for accuracy.
- Fostering cross-functional relationships with product marketing, sales enablement, and executive leadership is essential for effective analyst relations.
- The debate around the reporting structure of AR continues, with considerations based on the nature of products, the stage of company growth, and cultural fit.
- Guiding principles for the future of analyst relations include holistic engagement, metrics-driven approach, storytelling excellence, and adaptability and agility.
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