Thanks for this informative post.

I think we probably get at the same things but use different words to describe our thinking. I advise tech companies to look on analysts not as sales prospects or journalists, but as a business alliance. Tech suppliers need to build trusted relationships that are mutually beneficial — yet steer clear of “play for pay”.

Tech suppliers also need to understand an analyst’s entire business ecosystem, and vice versa. Knowing or guessing at the analyst’s clients is not enough. There are lots of different types of analysts today, just as there are lots of different kinds of software and service providers. You just can’t make assumptions about who you’re dealing with.

Working with analysts is critical to the success of any company. I look at key influencers in the market place and place the analysts at the top of the pyramid followed by consultants, senior managment then IT and Ops professionals that we sell to. It it critical to have a successful and effective strategy and relationship at all levels to succeed. You likely cannot sell key accounts without support and relationships at the top of the pyramid, and you certainly will not sell to key accounts without support of the foundation of the pyramid. Your “Bottom Line” summary is spot on!