UP and to the RIGHT: Strategy and Tactics of Analyst Influence - Softcover

Inhaltsangabe

After ten years, this second edition of the most popular book on analyst relations has been updated. Marketers, AR professionals and company executives can learn more about the world of industry analysts. UP and to the RIGHT is the first book written to guide technology marketers and executives in their journey to the Leaders Quadrant. Written by industry insider Richard Stiennon this is required reading for anyone responsible for leading and growing a technology firm. Topics explained in depth include: Leveraging Social Media, the Influence Pyramid, the creation of Magic Quadrants, responding to the MQ Questionnaire, the analyst day, the analyst inquiry, and the analyst briefing. Each chapter is informed with the author's personal experience—both as an analyst and as a marketer at a major IT vendor. It contains updated guerrilla techniques for influencing analysts.

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