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"Influencing the Influencers: Best Practices for Building Valuable Relationships with Technology Industry Analysts"

Written by KCG Founder and former Gartner Analyst Bill Hopkins with KCG Partners Stephen England and Christopher Wilder, this book is based on the world recognized KCG seminar "Working with the Analysts". Punctuated with real world examples and war stories from across the IT buying ecosystem - technology buyers, AR professionals and analysts.

250+ pages, 35+ illustrations. 9" x 6" page size, paperback

Contents Include:

Historical perspective on the Analyst Industry from:

• Pat McGovern - Founder of IDC, Chairman of IDG
• Dale Kutnick - Founder of Meta (acquired by Gartner)
• George Colony - Founder and CEO of Forrester Research
• Howard Anderson - Founder of Yankee Group
• Tony Friscia - Founder and CEO of AMR

Overview:

• Introduction
• What is Influence?
• Managing Influencers
• Who are the Industry Analysts?
• The Analyst effect: why work with the industry analysts?
• Building and Funding the AR Organization
• Aligning AR with the rest of the business
• Targeting the Analysts
• Planning for results
• Executing the plan, doing business with analyst firms, measuring results and driving improvement
• Analyst Relations as a career
• The Analyst Industry; Rootstock and Future Shock
• Conclusion: Rational Exuberance

Heavily illustrated and containing new interviews with key industry members and leading AR practitioners this book contains the complete history and taxonomy of the analyst firms, complete best practice methodologies for building and running AR programs as well as sections on metrics, organizational alternatives and working with other departments.

Read the reviews:

"Bill's new book is a substantive contribution toward the growth of the industry analyst relations profession."

- Larry Bissinger, Global Director, EDS Industry Analyst Relations

"The industry analyst world is a unique environment and Bill and the guys at KCG have captured it well. You will need this book to learn how to focus your efforts to enable you to build value into your analyst relationships and be able to measure their effectiveness. Sure to become the indispensable AR tool."

- Susan Pullin, Director Industry Analyst Relations, CSC

“This book is guaranteed to become the bible for analyst and influencer relations. Besides the fact that this highly informative and entertaining book is a must-read for everyone involved in analyst relations, consultant relations, or for that matter, any kind of influencer relations, every senior executive that cares about the bottom line should read this to understand the importance of influencers to their business.”

- Jocelyn Eisenberg, Manager, Analyst Relations, Xerox Global Services

“Alchemists who spin dross into gold is a common but naive perception of IT Analyst Relations. Whether you are an experienced AR professional, a tech executive frustrated with an incorrect analyst perception, or a PR professional who needs to understand the world of analyst relations, look no further. You could spend a decade (as I did) figuring out what it means to influence IT analyst opinion, or you could in a few hours learn from Bill how to organize your thinking to create value for yourself and your company.”

- David F. Liddell, founder and Director, IBM Software IT AR (retired) and Principal, Silvermine Brook LLC

 “This book is filled with not only Hopkins’ insights and experience as an industry analyst and a vendor, but it also features AR professionals and their anecdotes, best practices and real world case studies. I could‘ve used this book when I started this gig. If you are an AR professional buy this valuable book for your boss!”

- Dean Whitehair, Sr. Director, Industry Analyst Relations, Symantec

"This book is an excellent, incisive overview of the analyst relations industry, suitable for veterans and newcomers alike."

- Peggy O’Neill, VP Global Industry Analyst Relations, Oracle Corp.

"This book is interesting, easy to read and has tons of great real world examples. I particularly like the prescriptive guidance - very helpful even for those who have been in the industry awhile. Great read for newbies to the business and old pros alike - it covers the entire complex gamut of the profession and the players in it."

- Joanne Masters, senior director of worldwide industry analyst relations at Sun Microsystems

"I find this book very informative, and it should be on the shelf of any technology vendor who aspires to succeed in their analyst relations program. It not only provides sound guidance for the management of a successful program, but great insights to share with company executives. Good job!"

- John McIntyre, former Director, Market Intelligence, SAS