Become great at analyst relations
Learn to leverage strategic analyst relations to accelerate your product marketing program and goals.
By Maureen Todaro,
Independent Consultant
Course length: 1h 18min
Some of the companies that train their teams at CXL:
“Over 80% of buyers cite analyst reports and private analyst consultations as the top drivers in their purchasing decisions.” (source: PRWeek, “Tech Companies Should Spend Less on PR and More on analyst relations”, May 4, 2020). Therefore, winning analysts’ mindshare and incorporating analysts’ insights and third party validation into your programs is an essential business move.
After taking this course you’ll…
- Understand how a strategic AR program will bring essential market intel and 3rd party credibility into all aspects of your product marketing program, and help to achieve company level goals.
- Synthesize analysts’ reports and analysts’ insights then apply these insights to refine your product marketing strategy, competitive positioning, messaging, roadmap, pricing, target markets, channel strategy, customer journey mapping, GTM strategy, launches and promotions
- Create and leverage commissioned AR work to meet the goals and objectives of sales and marketing
- Predict where the market is going based on analyst insights, influence the product roadmap to meet customer needs, and create & maintain a competitive edge
- Become a valued partner to your executive team on the company’s growth and exit strategy by using market insights to identifying opportunities for acquisitions, partnerships, capturing market share, and defining/redefining the market.
This course is essential for you if…
- You’re a marketer who aspires to be among the company leaders who are identifying trends and applying market knowledge to successful strategies
- You want to understand the competitive landscape of your market and how you can use analysts’ insights to differentiate your offerings and market position
- You want to be an essential part of your company’s exit strategy team
This course is NOT for you if…
- You have run a top tier analyst relations program in recent years. While this course will cover the essential elements and practices of a mature AR program, those who have run successful AR programs may find the majority of the teachings to be redundant with their own knowledge.
- You do not see tech analysts at Gartner, Forrester, IDC or other firms as having an influential role in your market. If your buyers would not consult these firms to make a buying decision, this is an indicator that this course will not be useful to you at your current company. However, it may be useful at future companies.
- Your company is the first mover, offering a new technology or solution, you have no competitors, and your company only has a few customers. Analysts do not cover single vendors – they cover markets. This means that if your tech/solution is very new and you have no competitors, then you are not part of a market and it may be too early to try to motive the analysts to create a new market category. Analysts should be engaged as you grow however.
Skills you will master
Maureen Todaro is a proven communications leader with expertise in analyst relations, customer marketing, and public and investor relations. In 2006 Maureen launched MSDM Communications and Marketing, a consulting business, which helps companies establish and grow analyst relations and customer marketing programs, including long-term partnerships with Nuance, Genpact, Jive (IPO’d), Twilio (IPO’d) and currently at InVision.
Prior to this, Maureen served as vice president of corporate communications for Viisage (now IDEMIA), was a customer advocate at ATG (now Oracle), acquired her MBA from Simmons University, and worked at Harvard University in their main development office.
Your course curriculum
Analyst relations
1 What’s AR’s Role in Product Marketing
2 Evaluating Firms and Analysts
3 Align AR with Product Marketing Goals
4 Create a Relationship Map
5 Develop Relationships & Build Influence
6 Leverage AR Deliverables
7 Influence Internal Thinking
8 Benchmark and Measure AR Progress
9 Elevate Your Program to Tier 1
10 Augment Your AR Program
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Learn Analyst Relations: FAQ
Who is this course for?
This course is essential for you if…
- You’re a marketer who aspires to be among the company leaders who are identifying trends and applying market knowledge to successful strategies
- You want to understand the competitive landscape of your market and how you can use analysts’ insights to differentiate your offerings and market position
- You want to be an essential part of your company’s exit strategy team
Some careers that will especially benefit from this course are data analyst, digital marketing specialist, product marketer, ecommerce marketer, web analytics consultant, ecommerce manager, and digital analytics specialist.
What will you learn?
After taking this course, you will:
- Understand how a strategic AR program will bring essential market intel and 3rd party credibility into all aspects of your product marketing program, and help to achieve company level goals.
- Synthesize analysts’ reports and analysts’ insights then apply these insights to refine your product marketing strategy, competitive positioning, messaging, roadmap, pricing, target markets, channel strategy, customer journey mapping, GTM strategy, launches and promotions
- Create and leverage commissioned AR work to meet the goals and objectives of sales and marketing
- Predict where the market is going based on analyst insights, influence the product roadmap to meet customer needs, and create & maintain a competitive edge
- Become a valued partner to your executive team on the company’s growth and exit strategy by using market insights to identifying opportunities for acquisitions, partnerships, capturing market share, and defining/redefining the market.
What does the course include?
Our Analyst Relations training includes 11 lessons, 1h 18min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the Analyst Relations Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 1h 18min long.