HomeBlog Analyst Briefings Are Not Sales Calls: Four Tips for Best Results

Analyst Briefings Are Not Sales Calls: Four Tips for Best Results

July 16, 2012|Jonathan Block

I’ve been on both sides of the table for analyst briefings. As an analyst I’ve sat through hundreds of them, and as a product manager I’ve conducted just as many. A successful briefing shouldn’t be too stressful, but it does require some forethought to be effective. Here are four tips to consider the next time you need to brief analysts.

I’ve been on both sides of the table for analyst briefings. As an analyst I’ve sat through hundreds of them, and as a product manager I’ve conducted just as many. A successful briefing shouldn’t be too stressful, but it does require some forethought to be effective. Here are four tips to consider the next time you need to brief analysts:

  • Know your audience. Analysts are not prospects. They most likely already understand your market, so concentrate on what makes your offering different rather than “educating them” on why organizations need your solution. And keep the marketing speak and buzzwords to a minimum. Most analysts have advanced BS detectors.
  • Prepare adequately. You may have a fantastic product. You may have the best idea in the world. But if your presentations are poor, analyst opinions will prove disappointing. Make sure the best possible resources are leveraged in all briefings. A C-level executive is not always effective at giving a concise, impactful overview, regardless of how much you think the title will impress the analyst firm.
  • Don’t forget the demo. Most analysts would like to see your product in action. Ensure there’s ample time for a demo that takes into consideration the use cases targeted at vertical markets or the specific roles that analysts cover. Also secure the right internal resources, such as product marketing or technical staff, to guarantee the demo will run smoothly.
  • Hold the public relations (PR). An analyst accepting a briefing does not equal a tacit opt-in to your PR distribution lists, nor does it equal the desire to receive a stream of email announcements from every company your PR agency handles. Ask analysts how they prefer to be kept informed of product and company news.

Jonathan Block

Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.

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