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84 Pages·2004·0.25 MB·English

Getting Results from your
Analyst Relations Strategies

Getting Results from
your Analyst Relations
Strategies
Louis Columbus
iUniverse, Inc.
New York Lincoln Shanghai
Getting Results from your Analyst Relations Strategies
All Rights Reserved © 2004 by Louis Columbus
Nopartofthisbookmaybereproducedortransmittedinanyformorbyanymeans,
graphic, electronic, or mechanical, including photocopying, recording, taping, or by
any information storage retrieval system, without the written permission of the
publisher.
iUniverse, Inc.
For information address:
iUniverse, Inc.
2021 Pine Lake Road, Suite 100
Lincoln, NE 68512
www.iuniverse.com
ISBN: 0-595-33462-8
Printed in the United States of America
To my wonderful wife, Cheryl and my cherished daughter,
Alyssa Hope. You both have made this book possible
with your support and love.

Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Chapter 1 Why Analysts Matter. . . . . . . . . . . . . . . . . . . . . . . . . .1
Chapter 2 Starting With The Truth. . . . . . . . . . . . . . . . . . . . . . .8
Chapter 3 Finding ROI With Analyst Organizations. . . . . . . . .20
Chapter 4 Best and Worst Practices of Analyst Tours and
Visits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Chapter 5 Every Analyst Loves a CEO Who Has Passion. . . . . .35
Chapter 6 Managing Analysts Relations to a Score Card . . . . . .42
Chapter 7 Handling Analyst Speaking Engagements . . . . . . . . .50
Chapter 8 Managing Analyst Transitions. . . . . . . . . . . . . . . . . .56
Appendix Industry Analyst Firms . . . . . . . . . . . . . . . . . . . . . . . . .61
vii

Acknowledgements
At International Data Corporation (IDC) I have thoroughly enjoyed working
with Robert Amatruda, a highly capable analyst with an excellent grasp of the
storageindustry.AtGartnerGroup,FaraYalehasbeenincrediblyresponsiveand
wonderful to work with, and a great mentor to me. AMR Research was an
incredibly powerful learning experience for me as a servant of others with infor-
mation, and quickly taught me to go beyond just being an analyst to being an
analyticalthinker.ThankyouTonyFrisciaforbeingaCEOwithcompletehon-
esty, ethics, and the willingness to tell it like it is to your company. Tony, thank
youforinvestinginmeforyearsasIlearnedhowtobeananalyst;Iamindebted
to you.
I have a passion for serving others with information and there are people who
helpedmemanagethepureenthusiasmIhadintosomethingofworthforothers.
ThankyouRodJohnsonforthetremendouseducationandforteachingmehow
to make and keep commitments. Your tough-but-fair approach to managing
taught me much both about being an analyst but also about managing analyst
relations. Thanks also to John Hagerty for your guidance and for your patience
with me as I learned to write about what AMR clients cared about. Thank you
Bruce Richardson for a very entertaining education as well.
Thanks also to Joanie Rufo, Laura Preslan, Kevin Scott, Matt Thompson, and
KrisIyerfortheteamwewere.Itwasgreatworkingwitheachofyou,andthanks
for the endless edits of my Alerts, reports and outlooks.
ThankyouMichaelDiPietro,PattyDonze,andDanBirnbaumfortheguidance
andsupportasIworkedintheclientresearchorganizationofAMR.Eachofyou
provided me with strong insights and guidance and thanks for your always-con-
stant support. Thank you Simon Jacobsen for your outstanding teamwork and
support. Your contributions to Cincom and all clients are invaluable.
Finally I want to thank each of the AMR Research clients I had the pleasure to
serveasIfulfilledmypersonalgoalofbeinganindustryanalyst.Pleaseknowthat
I was always focused on how to make the maximum impact in your businesses,
ix
x Getting Results from your Analyst Relations Strategies
alwaysfocusedonhowIcouldhelpyougettoyourgoals,andalwayslookedout
forthereturnonyourinvestmentinAMR.ThankstoeachofyouIgrewprofes-
sionally faster than I ever had before. Thank You.