When I assumed responsibility for running the analyst relations program at SAP in 2004 I spent a lot of time with the team to define a framework to design and position the use of analyst and IT influencer engagement in corporate strategy and go-to-market activities. One outcome of this exercise was a simple AR engagement cycle that we used to 'plot' and 'plan' analyst engagements relative to corporate and product initiatives.
The framework is based on an engagement cycle that spans from strategic to tactical execution. We found it extremely helpful in educating senior executives and business and product stake holders on how and at what point in our product development and go-to-market activities to engage with analysts and other industry influencers.
I would like to share this with you as a best practice that helped us greatly to position analyst relations (now IT Influencer Relations) at SAP as a strategic component of planning and execution. I am certain that there are more sophisticated frameworks out there. Perhaps readers will share their experiences and models of engagement.
Phase I: Early Internal Alignment and Planning (3-6 months before market rollout)
• What is it? (Identify specific product and corporate strategy/initiative)
• Market opportunity
• Competitive position
• Implications to existing corporate and product strategies
• Critical success factors
Phase II: Analyst and Influencer Strategy Development (3-6 months before market rollout
• Strategic and tactical AR planning (engagement strategy)
• Analyst and influencer identification (firm and individual)
• Perception audit
• Influencer ranking and engagement strategy/plan development
• Internal stakeholder alignment on influencer program goals (define key performance indicators)
• Secure executive sponsor and buy-in (commitment of time and budget)
Phase III: Strategic Analyst and Influencer Engagements (2-4 months before market rollout)
• Influencer validation and alignment (with shortlist of key influencers)
• Market opportunity and challenges
• Strategy validation
• Message and competitive positioning
• Success factors
• Key outcome: Influence opinions, research agendas and influencer metrics for success
Phase IV: Broad Analyst and Influencer Education (at time of market roll-out)
• Syndication of Message
• Additional analyst and influencer outreach and education (2nd and n-tier influencers)
• Sales and Marketing support (promote pre-aligned influencers as 3rd party experts and supporters – from Phase III)
• Showcase company of product proof points (promote reference customers and partners, and product execution)
Phase V: Program Maintenance (1-9 months after market roll-out)
• Continued delivery of proof points (customer, product and partner)
• Ongoing briefings (less need for strategic alignment)
• Continued market education
