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5 responses to “A Guide To Influence(rs) Chapter 1”

  1. A Guide to Influence(rs)Chapter 2 : Enterprise Irregulars

    [...] presuming that you’ve read Chapter 1 a.k.a. the first post on this. If not, here’s the link. Go do that now. If you’re reading this in the book form, I know you’ve read it because this [...]

  2. Guide to Influence(rs) Chapter 3 : Enterprise Irregulars

    [...] I have to presume that you’ve read Chapter 1 and Chapter 2 - if not, this may be a good [...]

  3. Blog :: Scribe Software » Weekly CRM Recap May 18th

    [...] A Guide to Influence(rs): Chapter 1 By: Paul Greenberg, President of The 56 Group, LLC, (@pgreenbe) Paul provides an incredibly useful approach to influencer relations and highlights the industry’s best and brightest. Definitely worth a read! Source: Enterprise Irregulars [...]

  4. Amy Wohl

    Bravo. Don’t agree with everything, but it’s got lots of excellent point(er)s.

    Keep in mind that the minute you change categories, say from CRM to HR, there may be a whole new set of players.

    And influences whom (customers, other influencers, media, vendors) might be another slice.

  5. Hyoun Park (@hyounpark)

    I didn’t pick this up the first time, but there seems to have been a refresh in the past week or so? In any case, I completely agree that influencer communities are nuanced and if you don’t know the differences, you can do a lot more harm than good with an undifferentiated approach.

    I’m not a CRM analyst, but one of the most surprising things I found when I moved to the industry analyst side was exactly the type of PR pitch that you mentioned. The honest truth is that any top-level analyst or influencer is most challenged with managing the most precious resource of all: time. We only have 100 hours a week and, although most of those hours are spent on research, we have to prioritize on the most important aspects of the market. I know that this is how I think about my time first and foremost: I only have about 200,000 hours left in my working career to study and influence the market.

    Also, there’s a practical matter that top influencers are often billing… let’s call it $1,000 an hour for their time as an analyst or a consultant or on behalf of their vendor organizations. Could be $2,000, could be $500, but that’s about the right neighborhood. Why is your PR pitch worth giving up $1,000 and giving up the creative and intellectual opportunity to help another end user with their project? Getting a typical media pitch isn’t going to move the dial; I already have enough research projects that I’m working on. I’m not saying that PR appearances need to be paid and I’ve never charged for a briefing, but the opportunity needs to be interesting enough to forgo the opportunity cost. Luckily, analysts are curious people who care about knowledge more than money, but there has to be something compelling there.

    Thanks for the blog entry and for clearing this up for the rest of the world. Now on to Chapters 2 and 3!