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Manager of Industry Analyst Relations

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As a member of the Product Marketing team, the Manager of Industry Analyst Relations will help implement the company’s industry analyst relations strategy and execution to support the overall positioning of our brand and solution portfolio as a leader and innovator in the commerce technology and services industry.

Reporting to the Head of Portfolio Product Marketing and working with an integrated communications and marketing team as well as executives and product leaders across the firm, the qualified professional will have a demonstrated track record of success in managing relationships with, and encouraging positive analysis and commentary from, industry analysts.

Principal Responsibilities:

• Generate preferential rankings and coverage for the industry analysts, both in reports already planned by the analysts and in ones produced as a result of a proactive strategy.
• Develop cadre of analysts who can provide positive commentary about the company for multiple uses, including for example, new business opportunities and corporate or capability-related announcements.
• Encourage and track analyst new business referrals.

Detailed Responsibilities:

• Work with the Head of Portfolio Product Marketing and subject matter experts and executives on industry analyst benchmark reports (i.e. Forrester Wave™, Gartner Magic Quadrant, etc.)
• Provide guidance on industry analyst perspectives, biases, and/or concerns about company's competitive positioning in the industry – and execute against a strategy to positively influence analyst perceptions.
• Participate in the formulation of strategy for communicating its vision and major initiatives, working closely with product and product marketing, communications, and thought leadership teams.
• Suggest proactive opportunities to showcase capabilities, milestones, and successes and manage those interactions.
• Manage the response process for major benchmark reports and other analyst research requests.
• Cultivate and strengthen relationships with key influencers at major industry analyst firms, ensuring that they are up to speed on strategy and objectives, and familiar with its capabilities, client case studies, messaging and key executives.
• Working with the Head of Portfolio Product Marketing and subject matter experts, organize and participate in formal and informal briefings with industry analysts
• Coach spokespeople about how to approach each meeting and help to hone messages to achieve an optimal outcome.
• Coordinate with the sales organization to assist in driving lead generation and other metric-focused outcomes with analyst support.
• Orchestrate analyst attendance / participation in events; assess and recommend strategy and plan for attending / participating in analyst events.
• Develop sales tools and support the integrated marketing team to develop and implement communications campaigns (media relations, internal communications, social media, web-based promotion, etc) to promote positive analyst reports.
• Serve as one of company’s resident experts regarding how best to work with the industry analysts (and their organizations) and make the most effective and efficient use of senior executive time in dealing with them.
• Help to keep the executive and marketing teams updated on analyst reports and coverage to help internal constituents evaluate market trends, competitive threats and overall themes that could affect company strategy and product strategy and roadmaps.
• Track measurements for the analyst relations program and deliver analyst feedback to executives and constituents.
• Support in the negotiation of industry analyst firm subscription contracts during renewal process.
• Conduct regular status calls with analyst firms’ account managers.

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