After making it through the start of the year, Lotusphere is under our belt, kickoff meetings mostly done, PartnerWorld planning in full gear, it’s time to get the nose back to the grindstone.
This means that one has to search out all of the analyst report opportunities for the year (done), identify the Brand/Group/Beat/whatever you’re a part of strategy and get going on it. This means SOA, SaaS and AJAX partnering issues for me, but everyone has their own issues. So we’re about to kick off the travel schedule of talking about our strategy (ok, we really started at the big A/R meeting in December) but you have to repeat any advertisement 3 times for it to have full effect.
If you were a single product company, that would be an easy issue, take Intel based servers, or a database product…..it would be cut and dried. Not at the Big Blue. We cross territories that range from hardware to software to services to research to this, that and the other. So the trick is finding the opportunities and building virtual teams. Oh yeah, there is the analyst side too when coverage area’s or industry trends change and you have to relearn their lineup.
Doing this properly requires talent at identifying opportunities, experience in working with others on similar things, a lot of elbow grease and a little luck sometimes. If you pull it off, you get to show IBM in it’s best light. We do a lot of things well for customers, remember they vote with their money….financials are out for the year…anyone can see who has been getting the votes and who is losing votes.
Not doing this properly is a missed analyst opportunity. I hate losing as much as anything so we’re trying always to get this right. It involves talking to the analysts (sometimes they’ll help by saying all of the angles of the focus of their study), asking a lot of questions and good organization.
IBM analyst relations is in as good of shape right now for this as I’ve seen. So maybe my vision isn’t 20/20 anymore, but I can tell when things are working and when their not. We’ve done some behavioral things correctly with the analyst groups and with the analyst teams to be able to perform well for the company. Kudos to the execs that have done this.
What I need most is space to work without IBM Corporate Communications getting in the way as they try to treat a/r like p/r. At least for now, they don’t have a clue what we do, so it’s easier to get a good job done than the crap they have to put up with on the PR side.
So onward to the projects, MQ’s, Waves, white papers, studies, focus groups, meetings, briefings, all the things we should be doing to properly tell the story that should be told. Remember the fable about the 5 blind men describing an elephant????? Well, we continue to open our eyes in analyst relations, and if you believe our past CEO’s and their successor’s, Elephants can dance.