The SOSM AR Model
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The SOSM model outlines a descriptive and transactional approach to analyst relations in order to leverage IT analysts for business impact. The model involves engaging and identifying analysts, establishing relationships, identifying gaps, resolving issues, nurturing relationships, and leveraging analyst influence. Maintaining relationships with analysts provides vendors with strategy validation, messaging testing, influential opinions that impact 70% of UK IT decisions, and marketing enablement through the analysts' powerful independent brands.
The SOSM AR Model
- 1. The SOSM model A descriptive model on how analyst relations can leverage IT analysts
- 2. 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
- 3. 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
- 4. 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 IBMs 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
- 5. Do you have an Analyst Relations strategy? Ludovic Leforestier