The SOSM AR Model

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Information about The SOSM AR Model
Business & Mgmt

Published on February 4, 2009

Author: lludovic

Source: slideshare.net

Description

How does Industry Analyst Relations delivers value to the business and how to engage with AR?

The SOSM model A descriptive model on how analyst relations can leverage IT analysts

A transactional approach to analyst relations Engage Identify analysts Segment the audience Establish relationship Transact Identify gaps Resolve factual issues Nurture relationships Leverage Leverage analyst influence for business impact SOSM model

Engage

Identify analysts

Segment the audience

Establish relationship

Transact

Identify gaps

Resolve factual issues

Nurture relationships

Leverage

Leverage analyst influence for business impact

SOSM model

Value of Analysts to vendors : SOSM model Strategy Validate product / sales strategy Test messaging Opinion >70% of UK trade IT articles quote IT analysts Media follows IT Analysts’ opinion with a ca. 4 month delay Sales 40-60% IT decisions are influenced by IT Analysts Marketing Enablement Analyst firms are seen as independent and have built powerful brands Strategy Opinon Marketing Sales

Strategy

Validate product / sales strategy

Test messaging

Opinion

>70% of UK trade IT articles quote IT analysts

Media follows IT Analysts’ opinion with a ca. 4 month delay

Sales

40-60% IT decisions are influenced by IT Analysts

Marketing Enablement

Analyst firms are seen as independent and have built powerful brands

AR value to analysts Engage Proactively maintain their knowledge current through continuous briefings and events Help them shaping their research agendas Respond to their enquiries swiftly Guide Provide analysts with a single point of contact to help them navigate IBM’s organisation Provide access to the “right people” (execs or subject matter experts Match their capabilities to IBM opportunities and challenges Champion their cause Explain their positioning to IBM Keep an open dialogue and help negotiating on subject of disagreement Help ensure their IP is protected

Engage

Proactively maintain their knowledge current through continuous briefings and events

Help them shaping their research agendas

Respond to their enquiries swiftly

Guide

Provide analysts with a single point of contact to help them navigate IBM’s organisation

Provide access to the “right people” (execs or subject matter experts

Match their capabilities to IBM opportunities and challenges

Champion their cause

Explain their positioning to IBM

Keep an open dialogue and help negotiating on subject of disagreement

Help ensure their IP is protected

Do you have an Analyst Relations strategy? Ludovic Leforestier

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