Analyst Relations 3.0


IIAR website 3.0

Please go to for our new website, packed with features!

The IIAR 2015 “Tragic Quadrant”

Last year, as part of the 2014 IIAR Analyst of The Year Survey, we invited analyst relations professionals to rate their favourite industry analyst individuals and the firms they worked for. More than 60 individual organisations responded to our survey. We were interested to see if we could do further analysis on the data that was collected.

When we set out to do the IIAR Analyst of the Year (with Helen Chantry), we always had envisioned doing a Magic Quadrant of analyst firms. This year the survey provided us with further information which we have been able to breakdown and analyse to provide a more detailed understanding of how analyst relations professionals perceive the relevance, impact and reachability of industry analyst firms. We are not claiming that this is an exhaustive study. Rather it simply opens a new (slightly cheeky – hence the notion of “Tragic Quadrant”) window onto the analyst landscape, where we attempt to rank industry analyst firms by impact, relevance and ease to do business with. Continue reading

“Wet Paint” ~ Refreshed IIAR Website

Refresh_1The IIAR is excited to announce the launch of our newly designed, fully refreshed, version of this IIAR Blog/Website, which goes live over this weekend, (4th and 5th, October 2014). Hopefully the transition will be smooth and the IIAR web presence will have a fresh new look over this weekend. Please excuse interruption in normal service during the change-over and any “construction in progress” pages, they will be updated soon. If you have any questions or feedback please feel free to contact us at info (at) analystrelations (dot) org

We hope you like it ! 

[JOB POSTING] Director of Product PR and AR, Atlassian – US

AtlassianRole: Director of Product Public Relations and Analyst Relations
Company: Atlassian
Location: San Francisco Bay Area, US

Job description:
Do you live and breathe PR and AR? Do you secretly wish you could have been a developer but were graced with kickass writing and communications skills over coding abilities?

If the answer is yes, you’re a great perfect fit for our director of product PR role. We’re looking for a hands-on contributor with extensive public relations (PR) and analyst relations (AR) experience as well as a strong technical understanding for project management and developer products for software teams. Continue reading

[JOB POSTING] Manager, AR and Customer PR, Zendesk – US

ZendeskRole: Manager, Analyst Relations and Customer PR
Compnay: Zendesk
Location: San Francisco, CA, US

Job description:
Zendesk is looking for an experienced and passionate analyst relations expert and communicator with strong industry analyst relationships and a journalist’s eye for uncovering compelling customer stories and trends. Reporting to the Senior Director of Global Communications, this role will manage Zendesk’s analyst relations and customer reference programs, develop ongoing relationships with analysts, customers and emerging reviews sites, and support communications and marketing initiatives with analyst research, customer stories and industry validation.


  • Develop and manage Zendesk’s industry analyst program and strategy to ensure ongoing coverage in reports, scorecards and research
  • Build strong industry analyst relationships, and lead ongoing briefings with executives
  • Monitor analyst research agenda and coverage, and share relevant research throughout the company including in marketing, communications and sales
  • Manage the annual Gartner Magic Quadrant and Forrester Wave evaluation processes to ensure best position
  • Develop and manage Zendesk’s customer reference program with a focus on inserting customer stories and perspectives into marketing and PR launches, analyst relations, and media case studies and trend stories
  • Proactively research and uncover new customer examples that are newsworthy, and build trusted relationships with key reference customers
  • Manage Zendesk listings on top software review sites, such as GetApp and Software Advice, and develop campaigns to drive more positive reviews and competitive positioning
  • Create marketing campaigns to leverage analyst reports, review site rankings and customer examples in lead generation, launches and communications/PR outreach
  • Prepare, write and edit analyst presentations and materials, contributed stories, press releases, quotes and case studies


  • Solid industry analyst and media relationships, and the placements to prove it
  • Track record of flawlessly executing on analyst relations and customer PR and reference programs
  • Excellent oral and written communications skills, with a knack for tying product and company developments to larger industry trends and research. A precise grammarian and expert at AP style (writing samples required).
  • Outstanding interpersonal, project management and prioritization skills–both internally and externally.
  • Unfazed by constant change and quick to adapt to new challenges
  • A collaborative, open attitude and a history of working in and leading cross-functional teams
  • An eye for simplifying complex topics and technologies to their essence, and the curiosity and drive to discover newsworthy information
  • A minimum of 6-8 years of tech PR, analyst relations and/or customers reference experience, with a preference for candidates that have a combination of all three. B2B experience also preferred.
  • A minimum of a bachelor’s degree

About this Company: 
Zendesk provides a customer service platform designed to bring organizations and their customers closer together. With more than 40,000 customer accounts, Zendesk is used by organizations in 140 countries to provide support in more than 40 languages. Founded in 2007 and headquartered in San Francisco, Zendesk has operations in the United States, Europe, Asia, Australia and South America. Learn more at

Individuals seeking employment at Zendesk are considered without regards to race, color, religion, national origin, age, sex, marital status, ancestry, physical or mental disability, veteran status, or sexual orientation.

Originally on LinkedIn.

IDC plus “developing strategic AR programmes” at October’s UK IIAR Forum – 15th Oct.

IDCHow do you ensure that your AR programme is adding value to the business?  How do you build a strategic AR programme?

In a roundtable discussion, led by high-level and experienced AR professionals who have a proven track record for developing and running highly regarded AR programmes, these are some of the questions we’ll be answering at our next UK meeting.

Before this discussion, there’s an exclusive session with IDC.  Marianne Kolding (LinkedIn), the Vice President of European Services Research at IDC, will be speaking on its reach and influence with the end-user community. Continue reading

[JOB POSTING] Director of Analyst Relations, TubeMogul – US

TubeMogulRole: Director of Analyst Relations
Company: TubeMogul, Inc.
Location: San Francisco Bay Area, US

Job description: 
We are seeking a Director of Analyst Relations to lead our communication efforts with analysts covering the advertising technology industry. Working closely with the product marketing organization, the Director of Analyst Relations will be responsible for articulating TubeMogul’s vision and product roadmap to industry analysts as well as providing timely updates about new products and features to the analyst community. The role will be responsible for defining our analyst communication strategy, developing analyst-facing materials and maintaining strong relationships with industry analysts and financial analysts around the world. The Director of Analyst Relations will report to the CMO. Continue reading

IIAR Germany 2nd Stammtisch Event – 7th October @ 6pm CET

The IIAR German Chapter will be holding its 2nd Stammtisch Event on the 7th October 2014. Starting at 6pm CET German AR Professionals will be meeting at the Ella Restaurant, Munich. The topic for this meetings discussion is – AR measurement and its relevance for successful positioning of AR towards internal stakeholders. (German characteristics). If you are local, in the area or are able to travel why not join your fellow AR Professionals and come along. Register: <<Here>>.  Attending is free for IIAR Members, there is a small charge for non-members.

The next event of the IIAR German Chapter is a Webinar covering the German analyst landscape will be held in November 2014 – date to be confirmed. Details to follow.

[JOB POSTING] Global Customer Reference Manager, Sitecore – UK/US

SitecoreRole: Global Customer Reference Manager
Company: Sitecore
Location: US or UK

Job description
Sitecore is the global leader in customer experience management software, delivering highly relevant content and personalized digital experiences that delight audiences, build loyalty and drive revenue. Sitecore’s experience platform delivers one connected experience across both on and off-line channels; enabling marketers to own the experience of everyone that engages with their brand, and easily engage in seamless conversations with their audiences when and where they want. Continue reading

[JOB POSTING] Sr. Manager Industry Analyst Relations, VMware – US

VMwareRole: Sr. Manager Industry Analyst Relations
Company: VMware
Location: Palo Alto, CA, 94301, USA

Job description
Reporting directly to the Director, Analyst Relations, the Sr. Manager Industry Analyst Relations will drive both inbound and outbound information-sharing programs for our end-user computing team. Inbound AR programs will leverage analyst research and opinion to clearly convey technology and business trends and market information to internal marketing, product and executive teams. Outbound AR programs will focus on developing strong relationships and conveying information to analysts from tier-1 and tier-2 industry analyst firms.
The individual in this position will establish and maintain strong, positive relationships between VMware and industry analysts and collaborate effectively across multiple VMware organizations (including engineering, alliances, M&A;, marketing, and sales) to create and implement cohesive and consistent analyst relations programs.

We are looking for a confident, motivated and enthusiastic team player with strong verbal and written communications. This is an exciting opportunity for an individual to help build and evolve the Global Industry Analyst Relations program as the company continues to grow. Continue reading

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