Maximize Briefing Impact

A Workshop For Analyst Relations Professionals

Cambridge, March 18, 2019

Topic Overview

At one end of the briefings spectrum lies a vendor imparting information which the analyst is unlikely to use and in practice forgets within days. At the other lies a vendor engineering its way into an analyst’s brain through deep knowledge of the analyst’s view of covered markets to conjure rapid understanding and a beneficial change in analyst behavior. Near which end of the spectrum do your briefings lie? And where would you like them to be?

Briefing impact is also driven by careful selection of briefing objectives, agendas that match, and proactive AR professionals who steer briefings to a successful conclusion. But that’s not as easy as it sounds. For example, why is it that many vendors favor analysts who advise buyers yet they spend half their briefing time on information that is only useful to analysts who advise vendors or the press? Vendors must design their briefings far more thoughtfully and cleverly if they’re to ensure subsequent business value from their briefings.


Event Overview

In this workshop you will see how to resolve these pitfalls and more, to create highly effective briefings for your specific AR program. We’ll show you a set of real briefings so you can analyze what went wrong, what went right, and what you could do to correct such briefings in real time. We’ll even provide you with a tool to record and analyze your own briefings similarly so that you and your spokespeople can learn from past experience. You’ll also see how to analyze tier 1 analysts deeply so that you can win them over as fast as possible using one of the strongest influence techniques that Forrester’s AR research has yet found.


Key Takeaways 

Learn how to provide highly effective briefings. In particular, a Forrester analyst teaches you how to:

  • Recognize how analyst and AR briefing objectives differ and what you must do to satisfy both parties.
  • Plan agendas, content, participants, and collateral in support of clear briefing objectives.
  • Recognize the impact of analyst memory and confidence on your success, and plan to grow both of them.
  • Create enticing briefing invitations.
  • Prepare and give your first briefings.
  • Monitor the progress of your own briefings in real time and correct their course in real time too.
  • Ramp up your briefings to tier 1 analysts by using analyst preferences that you've analyzed deeply beforehand.
  • Recognize and address some of the challenges unique to service vendors (while seeing what product vendors can learn from these solutions too) and the challenges that arise when briefings form part of marquee vendor evaluation reports.
  • Assess radical approaches to briefings.

Who Should Attend?

  • New or untrained analyst relations professionals
  • Analyst relations professionals who have not been trained in deep briefing or influence technique
  • Technology marketing professionals, corporate communications professionals, PR professionals, or CEOs whose responsibilities include hands-on AR
  • Product managers whose responsibilities include AR

Those who take part in AR programs as subject matter spokespeople may prefer to attend Forrester's dedicated spokesperson training which focuses more deeply on their role in analyst interestions. For more information, email consulting@forrester.com.


Why Attend?

Analyst relations is a full-blown profession, even though it may be just one of your responsibilities. This means there is much to learn and hence you must prioritize your learning, and your execution, very carefully. To ensure your program is maximally effective – whether your company has a part time or full time AR function – ensure that you know what the fundamentals of briefings are because briefings are an AR mainstay. In particular, you will:

  • Learn about multiple briefing types so that you can design the best briefings for your AR program's needs.
  • Leave with a clear list of the briefing elements that you and your spokespeople must manage and execute in order to maximize the chances that the target analyst's behavior will change in your favor once the briefing is over.
  • Understand where you must grow your knowledge of other AR techniques as you seek to mature your AR program and your own AR knowledge too.
  • Network with peers facing similar goals and challenges.

    Join Us

    Pricing:

    Clients: $1,975 
    Non-clients: $1,975
    Government, education, and nonprofit: $1,775

    All prices in USD.

    Forrester Cambridge Office
    60 Acorn Park Drive
    Cambridge, MA, 02140
    Phone: +1 617-613-5730