Analyst relations programs can require significant investment of time and money. Many companies hesitate to make this investment because they don’t fully understand the ROI of such an investment or the risks of not investing. A solid analyst relations program can, in fact, have a tremendous positive impact on the market’s perception of your company and, ultimately, on its credibility and sales. This is particularly true for B2B technology companies whose buyers commonly reference analyst reports and consult trusted analysts as part of their buyer’s journey.

By having, and skillfully executing, a solid analyst relations program, you are influencing the influencers with a narrative that you control, which can positively impact buyers’ purchase decisions. Without this engagement, you risk inaccurate and incomplete representations of your company and product, as well as being left out of purchase considerations all together.

Because analysts are focused on developing a deep understanding of the market trends, competition, and buyers’ needs, investing in an analyst relations program has the added benefit of providing you access to their wealth of research and knowledge. Leveraging this can be a critical tool to help guide your strategy, including product roadmap, market and competitive positioning, sales strategies, geographical expansion, M&A plans, etc.