When engaging with industry analysts like Gartner, Forrester, or IDC, companies often interact through two primary types of conversations: inquiries and briefings. While both are essential for maintaining a productive relationship with analysts and shaping market perceptions, they serve distinct purposes and require different approaches. Understanding the differences can help organizations maximize the value of these interactions.
What is an Analyst Briefing?
An analyst briefing is a one-way communication where a company provides an update about its products, strategy, market positioning, and overall business developments. The primary goal of a briefing is to inform analysts about key changes and innovations, giving them the necessary context to accurately assess and position your company in their reports.
Key Characteristics of a Briefing:
- Purpose: Educate analysts about company updates, product launches, and market differentiators.
- Format: A structured, formal presentation, often with slides, delivered by senior leaders or product managers.
- Duration: Typically 30-60 minutes.
- Flow: Primarily one-directional, with analysts asking occasional clarifying questions but not engaging in deep discussions.
- Outcome: Analysts leave with a clearer understanding of the company’s strategy, which may influence their published research or recommendations.
When to Schedule a Briefing:
- Before a major product launch or rebranding.
- Following a shift in business strategy or leadership.
- When entering a new market or expanding services.
- To maintain visibility with analysts and remain top-of-mind.
Pro Tip: Be concise, focus on what differentiates your company, and emphasize how your offerings address industry pain points.
What is an Analyst Inquiry?
An analyst inquiry is a two-way, consultative discussion where a company seeks advice, feedback, or insights from an analyst. Unlike briefings, inquiries are an opportunity for companies to gain strategic guidance and tap into the analyst’s expertise.
Key Characteristics of an Inquiry:
- Purpose: Obtain feedback on go-to-market strategies, competitive positioning, or product roadmaps.
- Format: An informal, interactive discussion where the company asks questions and seeks advice.
- Duration: Typically 30 minutes.
- Flow: Dialogue-driven, with the company leading the conversation by asking specific questions.
- Outcome: Actionable insights that can inform business decisions and refine strategy.
When to Schedule an Inquiry:
- Before launching a new product or service.
- When entering a competitive or emerging market.
- To validate messaging or positioning.
- To gain perspective on market trends and competitive landscapes.
Pro Tip: Come prepared with a focused agenda and specific questions to maximize the value of the session.
Key Differences Between a Briefing and an Inquiry
Aspect
Analyst Briefing
Analyst Inquiry
Purpose
Educate and inform
Seek advice and insights
Communication Flow
One-way (company to analyst)
Two-way (interactive)
Duration
30-60 minutes
30 minutes
Primary Objective
Influence analyst perception
Gain strategic guidance
Agenda Control
Company-led
Company-led (but interactive)
Outcome
Inform reports and recommendations
Actionable insights for business decisions
When to Choose a Briefing vs. an Inquiry
- Briefing: Choose a briefing when you want to control the narrative and ensure analysts understand your offerings, strategy, and differentiation.
- Inquiry: Opt for an inquiry when you need objective guidance, validation of ideas, or market intelligence that can shape your business decisions.
“Different analyst firms treat inquiries and briefings in different ways. Briefings are typically available to any cybersecurity company in the analyst's research area, whether or not they are a paid client,” said Todd Thiedmann, ESG. “Those briefings are valuable in informing the analysts' research. Some firms treat briefings as a monologue - you brief the analyst but do not hear feedback. For those firms, feedback is a benefit for paid clients and provided during an inquiry that might follow the briefing. For Enterprise Strategy Group, briefings are a dialog where you hear direct feedback during the briefing,” he continued.
Maximizing the Impact of Both Interactions
To get the most out of analyst interactions, companies should develop a strategic engagement plan that balances both briefings and inquiries. Regularly scheduled briefings ensure analysts are up-to-date on your company’s progress, while timely inquiries allow you to adjust your strategy based on expert advice.
By understanding the nuances between these two engagement types, organizations can build stronger relationships with analysts, ultimately leading to more favorable coverage and market positioning.
Final Thoughts: Engaging with analysts effectively is an ongoing process that requires preparation, clarity, and consistency. Whether you’re briefing analysts on a new innovation or seeking feedback through an inquiry, approaching these conversations with a clear objective can yield valuable results.
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