The GPS process is a proven and repeatable way to manage your analyst relations. Through this methodology, POP will guide you through setting achievable goals, understanding your current perception and developing your go-forward strategy.

 

1. Goals – With any marketing / influencer program you must first establish why you need analyst support. It may be one specific goal or it could be a laundry list of items.

• Are you a start-up in a new space?

• Are you an innovator looking to compete with the establishment?

• Are you launching a new product / service? 

• Do you need sales support?

• Do you need content created?

 

Start at the top. What does your CEO think of the analyst community? How would your SVP of Sales use analysts in the sales cycle? If you don’t set goals and know what’s expected out of your AR program, you won’t know what to measure to.
 

1. Perception– They say perception is reality, and they’re right. Do you know how your product or company is currently perceived in the marketplace?  Before you set your Analyst relation’s strategy, you need to understand where you stand in the mind of the analyst community. POP Influencer Relations will work with the analyst community to help you understand the following-

 

• What is the analyst’s general perception of your company and it’s solutions?

• What is the analyst’s overall disposition to your company?

• Where would the analyst position your solutions against competitors?

• What is the specific inquiry call volume on your company and the addressable marketplace?

• Where would the analyst recommend your services and solutions?

• In regards to AR, what can you do better?

 

1. Strategy – This sounds like a no-brainer, but after you’ve set your goals and completed the perception audit, it’s time to develop your go forward strategy.  POP Influencer Relations will help you formulate a strategy that maximizes your time and resources while targeting the right influencers.  POP will help you determine which two to three analysts to proactively spend 80% of your time and efforts, while also identifying which firms and analysts to work with on a reactive nature.  We’ll help you build and nurture relationships that will ultimately lead to greater awareness and inclusion in appropriate prospect interactions.  All while making sure your company and solutions are represented fairly and accurately in all analyst reports and formal reviews.