Maureen Todaro - CXL - Analyst relations

“Over 80% of buyers cite analyst reports and private analyst consultations as the top drivers in their purchasing decisions.” (source: PRWeek, “Tech Companies Should Spend Less on PR and More on analyst relations”, May 4, 2020). Therefore, winning analysts’ mindshare and incorporating analysts’ insights and third party validation into your programs is an essential business move.

After taking this course you’ll…

Understand how a strategic AR program will bring essential market intel and 3rd party credibility into all aspects of your product marketing program, and help to achieve company level goals.

Synthesize analysts’ reports and analysts’ insights then apply these insights to refine your product marketing strategy, competitive positioning, messaging, roadmap, pricing, target markets, channel strategy, customer journey mapping, GTM strategy, launches and promotions

Create and leverage commissioned AR work to meet the goals and objectives of sales and marketing

Predict where the market is going based on analyst insights, influence the product roadmap to meet customer needs, and create & maintain a competitive edge

Become a valued partner to your executive team on the company’s growth and exit strategy by using market insights to identifying opportunities for acquisitions, partnerships, capturing market share, and defining/redefining the market.

This course is essential for you if…

You’re a marketer who aspires to be among the company leaders who are identifying trends and applying market knowledge to successful strategies

You want to understand the competitive landscape of your market and how you can use analysts’ insights to differentiate your offerings and market position

You want to be an essential part of your company’s exit strategy team

This course is NOT for you if…

You have run a top tier analyst relations program in recent years. While this course will cover the essential elements and practices of a mature AR program, those who have run successful AR programs may find the majority of the teachings to be redundant with their own knowledge.

You do not see tech analysts at Gartner, Forrester, IDC or other firms as having an influential role in your market. If your buyers would not consult these firms to make a buying decision, this is an indicator that this course will not be useful to you at your current company. However, it may be useful at future companies.

Your company is the first mover, offering a new technology or solution, you have no competitors, and your company only has a few customers. Analysts do not cover single vendors – they cover markets. This means that if your tech/solution is very new and you have no competitors, then you are not part of a market and it may be too early to try to motive the analysts to create a new market category. Analysts should be engaged as you grow however.

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