Trends Report

AR Must Reduce Time-To-Influence (TTI)

April 12th, 2010
With contributors:
Eric Brown , Edward Radcliffe

Summary

Many newcomers to industry analyst relations believe that analyst influence begins with the first briefing. But analyst influence depends on many more prerequisites than just turning up and saying your company is great — even when you have an hour to make the case. Experienced AR managers know that there are more precursors to influence but, in the hectic environment of day-to-day AR, even they easily forget that poorly planned or executed interactions can slow their progress toward a position of influence. Consequently, AR managers at all levels must understand how the early life cycle of each analyst relationship affects the time required to reach this position — we call this period the time-to-influence (TTI) — and must actively reduce its duration for their influence program to be optimally effective.

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