How AR can cross-functionally collaborate from top to bottom

Sep 03, 2020

Insights-Driven AR

How AR can cross-functionally collaborate from top to bottom

Activating AR throughout your organization is one of the key components for our channel to be seen as a strategic, invaluable function. AR pros are front and center to a wealth of analyst intel, insights, and feedback. When we activate that information through sharing analyst insights back to our organization’s leaders, we not only showcase AR’s potential but also help our company improve. 

When we engage in this type of cross-functional collaboration, it’s important to take a top-down and bottom-up approach. AR pros need to think about their different audiences and segment the insights they share based on what different teams likely care the most about. 

Using an insights-driven approach to AR, we can easily do this based on how we categorize insights in real-time. By doing our due diligence upfront through Insights-Driven AR, we can quickly sort our insights to find the right information for the right internal group. 

Who you should share analyst insights with 

When we consider the five broad categories that analysts assess – and provide feedback for – we can align each to a specific business unit in your organization. 

Analysts typically assess your business, your market, your offering, your customers, and your go-to-market strategy. While it’s important to look at these categories holistically, certain players in your companies might be more interested in some categories versus others. 

We’ve found the executive leadership teams at our clients’ companies are always eager to hear what analysts have to say about their business and their market. When AR shares analyst insights and feedback related to these categories they earn the ear and trust of the ELT.

Others in your company may be more intrigued by insights related to your offering, your go-to-market messaging, and your customers.

  • Your product team and leaders can take action and modify the roadmap based on the insights related to your offering. 
  • Your communications team can make changes or take action on insights related to your go-to-market messaging
  • Your sales teams can gain a deeper understanding of customer perceptions of your company via analysts’ insights related to your customers

How to deliver the insights you find

Both executives and practitioners should see a summary for all five categories of how analysts perceive your business, but each group may need more targeted and tailored communication to help them see the rich insights AR can provide them. 

  • For your executive leadership team: Be courteous of their time and attention and share a 1-page overview of key analyst learnings on buyers, market trends, competitors, and their perception of you business. Share how AR is performing and what action steps are planned based on the feedback you’ve heard.
  • For your comms team: Put together a recurring newsletter or email summary of your key analysts’ perception of your GTM strategy over time. Also include any specific insights relevant to their work. And don’t forget to include any mentions of your company in analyst research that they may be able to use for lead gen. 
  • For your product team: Put together a recurring newsletter or email summary of your key analysts’ perception of your product over time. Include specific insights of direct feedback related to your product. Also include upcoming analyst interactions related to their work. 
  • For your sales team: Put together a recurring newsletter or email summary of your analyst advocates and how they might be changing over time. Update them on which analysts would be likely to recommend your company, and include any mentions in analyst research that your sales team could leverage. 

Without practicing insights-driven AR, putting these cross-functional pieces of collateral can feel daunting and a little cumbersome. But when you systematically capture and categorize analyst insights in your day-to-day activities, compiling a one-pager or email summary is easy. 

The insights we hear from analysts can have major implications to how our business leaders and teammates make decisions – but only if that information is shared with them in a meaningful, easy to understand way. When we activate analyst insights to the different business units, we show the analysts’ value, but more so – we show our value, too. Once you make this type of activation repeatable and consistent, your colleagues will come to expect and rely on it. 

In our next webinar, we’re going to talk more about specific ways you can collaborate with different business functions using insights-driven AR and ultimately make a bigger impact in your orgs. Join us! 


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