T2D3 Analyst Relations Program
Build and scale an analyst relations program from landscape mapping through engagement strategy, evaluation preparation, internal activation, and ongoing operations. Designed for B2B SaaS companies seeking inclusion in Gartner Magic Quadrants, Forrester Waves, and other evaluative research.
Landscape & Prioritization
Covers: Analyst Mapping, Program Foundation.
Analyst Mapping
Map the Analyst Landscape for Your Category
The analyst landscape extends far beyond Gartner and Forrester. It includes IDC, niche research firms, peer review platforms like G2 and TrustRadius, independent analysts with…
Audit Existing Analyst Relationships and Coverage
Before building an engagement strategy, establish a clear-eyed assessment of where you stand. For each analyst identified in the landscape mapping, evaluate five dimensions:…
Prioritize Analysts by Buyer Influence and Category Relevance
Not all analysts are equally valuable to your business. An analyst who covers your exact category and conducts 50 buyer inquiry calls per quarter about it has more influence than…
Program Foundation
Understand the Briefing, Inquiry, and Advisory Distinction
Briefings are free, vendor-initiated presentations. The analyst listens, asks questions, but does not provide advisory feedback. Think of it as a one-way information transfer from…
Set AR Program Goals and Success Metrics
AR is a long game. Meaningful results take 12-24 months of consistent engagement. The T2D3 growth framework demands that every function contribute to compounding growth, and AR is…
Assign AR Program Ownership and Resources
AR requires a dedicated internal owner. At $10M-$50M ARR, this is typically a product marketing manager who takes on AR as 30-50% of their role, not a full-time AR professional.…
Engagement Strategy
Covers: Briefing Excellence, Review & Advisory Platforms.
Briefing Excellence
Master the Analyst Briefing Format and Best Practices
Analysts conduct 5-7 calls per day. Your briefing competes with hundreds of others for mindshare. The companies that stand out respect the analyst's time, present evidence rather…
Develop the Strategic Inquiry Plan
Inquiries are the most underutilized asset in analyst relations. Most paying clients use a fraction of their allocated calls, leaving strategic intelligence on the table. Each…
Establish a Regular Analyst Engagement Cadence
A single briefing creates awareness. A sustained cadence creates influence. A16z's guidance is direct: maintain contact every 1-2 months with priority analysts, and no less than…
Review & Advisory Platforms
Build a Peer Review Platform Strategy
Gartner Peer Insights reviews directly influence Magic Quadrant evaluations. As of 2024, Forrester changed their Wave methodology to use customer feedback as the third dimension…
Manage Customer References for Analyst Evaluations
Customer references are the most critical input to analyst evaluations. The Gartner MQ, Forrester Wave, and IDC MarketScape all include reference calls where analysts speak…
Plan and Host an Analyst Day
An analyst day is a premium engagement that signals strategic commitment and provides depth that 30-minute briefings cannot achieve. Host one annually, timed 6-9 months before…
Submission & Evaluation Prep
Covers: Evaluative Research Preparation, Reference Strategy.
Evaluative Research Preparation
Prepare for Magic Quadrant Inclusion and Submission
Before investing resources, verify that your product meets Gartner's inclusion criteria. Spotlight AR notes that typical requirements include at least 100 paying customers or $5…
Prepare for Forrester Wave Participation
The Forrester Wave methodology differs from the Magic Quadrant in important ways. The Wave maps vendors on current offering (x-axis), strategy (y-axis), and as of 2024, customer…
Complete the Evaluation Questionnaire with Cross-Functional Input
The questionnaire is a 150-200+ hour effort spanning product, engineering, customer success, finance, marketing, and legal. Treating it as a solo marketing project produces…
Prepare and Deliver the Analyst Product Demonstration
The demo is where evaluative research moves from documentation to experience. Analysts see dozens of demos during an evaluation cycle. The one that stands out demonstrates…
Reference Strategy
Coach Customer References for Analyst Conversations
Analyst reference calls are 30-minute conversations where the analyst asks your customer about their experience. The analyst controls the conversation. Your job is to prepare the…
Build an Ongoing Reference Pipeline
References burn out. A customer who speaks with analysts twice per year for two years starts declining calls. Build a pipeline, not a static list. Target a pool of 15-20 active…
Internal Activation & Amplification
Covers: Marketing Activation, PR & Events.
Marketing Activation
Incorporate Analyst Recognition into Marketing Materials
Analyst recognition is a powerful trust signal, but it comes with strict usage rules. Violating a firm's reprint or citation policy can result in legal action, damaged analyst…
Enable the Sales Team to Leverage Analyst Coverage in Deals
Analyst research closes deals. When a prospect says 'we are evaluating three vendors,' the rep who can reference third-party analyst validation immediately elevates the…
Develop an Analyst Quote and PR Amplification Program
Analyst quotes in press releases and content add third-party credibility that no amount of internal messaging can replicate. Building a quote program requires relationships strong…
PR & Events
Leverage Analyst Events and Conference Opportunities
Analyst firm conferences are premium opportunities for face-to-face relationship building. They are also expensive: sponsorship packages range from $10K-$100K+. For companies at…
Launch an Analyst Newsletter and Update Program
Between briefings, analysts need a reason to remember you. A quarterly analyst newsletter keeps your company top of mind without the scheduling overhead of a formal call. Format:…
Tracking & Ongoing Operations
Covers: Sentiment Tracking & Metrics, Annual Planning & Scaling.
Sentiment Tracking & Metrics
Build the Analyst Sentiment Tracking System
Sentiment tracking is the navigational instrument of your AR program. Without it, you are guessing whether your engagements are moving analysts toward positive perception or…
Measure AR Program ROI and Pipeline Influence
AR ROI is notoriously difficult to measure because analyst influence is diffuse. An enterprise buyer may consult a Gartner MQ, read a Forrester Wave, check G2 reviews, attend an…
Annual Planning & Scaling
Conduct the Annual AR Program Review
Schedule the annual review in Q4 to align with next-year planning and budgeting. Attendees: AR lead, VP Marketing, CPO, and CEO. Duration: 2 hours. The review produces three…
Plan the Next-Year AR Calendar and Budget
The AR calendar is the operational backbone of the program. Without it, briefings are scheduled reactively, evaluation deadlines are missed, and the engagement cadence lapses into…
Build the AR Program Playbook for Scaling
As the company grows from $10M to $50M ARR and beyond along the T2D3 trajectory, the AR program evolves from a part-time PMM responsibility to a dedicated function. The playbook…