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The Forum will start shortly

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Analyst Relations Forum
“AR Transformation,
One Year On”
Introduction:
Sarah Shamouelian
Hosted by the Analyst Observatory

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Thanks to our 2021 AR Forum sponsors
bit.ly/ARassoc
SageCircle.com
CCgroupPR.com
KeaCompany.com

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Speakers at this year’s forum
Duncan Chapple
• Growing AR:
Horizontal and vertical options
Sarah Shamouelian
• Horizontal moves:
Extending AR to Third Party Advisors
Robin Schaffer
• Vertical growth:
Measuring the growing value of insight

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Growing AR: horizontal and vertical options
Duncan Chapple

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AR people warming to Gartner’s SPA for AR
Gartner’s Strategic Planning Assumption for Analyst Relations:
By 2025, 40% of analyst relations functions will be renamed to better represent the function's objectives, impact,
and value.
We asked people to select a response closest to their own views.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The change will be negligible
Under 40%
Gartner's probabaly right: 40%
It will be over 40%
AR professionals AR stakeholders
November 2020 November 2021
Are AR people
buying in
to AR
transformation?

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Negligible
33%
Under
40%
33%
40%
23%
Over 40%
11%
AR’s stakeholders are less uncertain
One third of AR people hedge their bets, between rejecting and endorsing the SPA
AR Professionals
Negligible
41%
Under
40%
15%
40%
26%
Over 40%
18%
AR Stakeholders
Participants:
48 AR Professionals
61 AR Stakeholders
Fieldwork:
November 2021

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40% agree with Gartner’s 40% forecast
November 2021 survey results
Those who ‘get it’ might be most likely to make the change
0
5
10
15
20
25
30
35
40
45
Negligible Under 40% 40% Over 40%
Support
the
statement
Assessment of Gartner SPA
AR stakeholders
AR professionals
39.5% of respondents agree with,
or exceed, Gartner’s SPA

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Inspiration: Horizontal and vertical integration
Upwards
Vertical
Integration
• More
collaboration
Downwards
Vertical
Integration
• Raw materials
You
Market
participant
A
Market
participant
B

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AR: Horizontal and vertical growth
Insights &
enablement
• More
collaboration
Self-service
& portals
• Raw
materials
Analysts TPAs
Social
influencers
Thought
leaders

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Horizontal moves: Extending AR to Third Party Advisors
Sarah Shamouelian

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Third Party Advisors (TPAs)
Unlike analyst firms, which follow a research agenda, TPAs are driven by client inquiries, typically about service
procurement. Because almost all technology solutions are now provided as-a-service, the impact of TPAs has
massively amplified. When AR teams expand their remit, the first new audience is typically TPAs
LinkedIn shows that the firms with the most advisor
relations experience are traditional services leaders.
• Accenture
• Capgemini
• HCL Technologies
• IBM
• Tata Consultancy Services
• Tech Mahindra
• Wipro
• Xerox
However, TPA influence varies massively between
countries and market segments.
Unlike the analyst industry, where the leading firm is
preeminent in almost all market sectors and developed
markets, the leading TPA is highly different in different
settings.
The Analyst Observatory is co-operating with
SageCircle in an extensive study of around 3,000 TPAs
worldwide.

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The TPA landscape is complex

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Vertical growth: Measuring the growing value of insight
Robin Schaffer

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AR vertical expansion
Insight
Improve business via analyst feedback and recommendations
Sales Engagement
Influence buying decisions
Amplification
Market awareness and brand reputation
16

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Insight
AR Action
(to AR program)
- Brief
- Prepare for report
- Collaborate
Internal Action
(to the business)
- Competitive Intelligence
- Product Management
- Marketing
- GTM
- Strategy
- Customer experience
Insight Types
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Insight
Internal Action
(Apply the insight)
- Competitive Intelligence
- Product Management
- Marketing
- GTM
- Strategy
- Customer experience
Insight Maturity Level
6- Capture outcomes
5 - Manage Actions
4- Synthesize
3- Track
2 - Forward
1- No management
Insight Maturity
18

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Questions?
Answers