Overview

Valuable analyst and advisory firms like Gartner Inc and Forrester Research influence half of the world's spending on information and communications technology. As a result, tens of thousands of analyst relations professionals are engaged in influencer marketing campaigns focussed on shifting those researchers and consultants impact on high-growth markets. No-one has more expertise into the value of analysts and advisors than Duncan Chapple and Sven Litke. As the managing partners of Kea Company, the world's largest analyst relations consultancy, their book gives their insights into how analyst value is created and captured. The book also includes contributions by notable industry figures, including Andrew Reed, Annelieke Nagel, Anthony Kennada, Bram Weerts, Christopher Manfredi, Derk Erb , Donna Stein, Efrem Mallach, Hank Barnes, Lawrence Hecht, Michael Cot , Neil Pollock, Peggy O'Neill, Rebecca Lieb, Sharon Robinson, and Suyog Shetty.

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9780906378076

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Reviews

The beauty of this book is that while helping the reader understand how to work with analysts, it also is critical to understanding why you must work with analysts. Duncan and Sven are expert practitioners and know what it takes to do AR for all types and sizes of companies. They are also expert trainers and teachers, who can share their knowledge and expertise in a variety of ways. They have made their knowledge very accessible in this book, so you can consume it in one sitting or in bite-sized bits. Whatever your style, read the book and use it to map out your company's AR strategy - which includes making sure the suits and the skirts understand why AR is at least as important as IR and PR. Robert Sakakeeny

Author Information

Since working as an analyst and consultant at Ovum, Europe's largest analyst firm, Duncan Chapple has been the preeminent researcher worldwide into analyst value and analyst relations effectiveness. As the Managing Partners for Kea Research and part of the Kea Company management team, Duncan is responsible for overseeing the global Kea Company Influencer Relations Practice. Prior to his career in influencer relations, Duncan was a consultant and analyst with Ovum, Europe's largest technology analyst house. In 2000 he successfully founded and directed the international analyst relations business of what is now Ketchum Pleon until joining the board of Lighthouse AR in 2002, leading the firm's analyst relations and investor relations services. He played a central role in founding the Institute for Industry Analyst Relations in 2007, and was a member of its founding board. He has consulted to executives and relationship managers within over 80 companies including Avaya, BT, Cisco, Ericsson, France Telecom, Fujitsu, Hewlett-Packard, Hitachi, IBM, Siemens, Tata and T-Systems. Duncan's analytical approach, long 'hands-on' technology experience, international experience and relentless curiosity make him a trusted advisor on how corporations can develop brand equity and profitability. Sven is one of the Managing Partners at Kea Company and part of the global Kea Management Team. His day to day activities include, but are not limited to managing the business operations and overseeing the Kea Company service delivery. Having worked with many start-ups and vendors, both in his time at Gartner and as an executive, he has accumulated a broad knowledge of the IT-industry. This not only covers the various areas of the IT-market (software, hardware, services and consulting), but also provides a multi-angle view of the IT-business from a channel, vendor, analyst and consulting perspective. Sven has more than 20 years experience in sales, marketing and general management. Sven received a Master of Science degree in Business Management and Marketing from Westf lische Wilhelms-University M nster. Robert Bob Sakakeeny is a Partner at Kea Company. He has 35 years experience in the high technology industry spanning senior roles in analyst firms and high technology providers. As a research director in what is now Gartner, he created and grew a new service which covered network devices, network operating systems and networking protocols. In addition to several years building analyst relations at Hewlett Packard, he managed competitive intelligence and business strategy at CA Technologies, EMC, and Wang Laboratories.

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