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Spokesperson Training (framework + template)

Providing spokespeople with the training and skills needed to communicate strategically with Industry Analysts enables them to effectively showcase company value, build trusting relationships with important influencers, and gain impactful insights.


Four motivating factors for spokespeople to make time for this training include:

  1. Improved understanding of the analyst community: Analysts play a critical role in shaping opinions and awareness regarding company. Increase buyer mindshare for your company’s marketing team, revenue for your sales team, competitive intelligence for the strategy team, and multiple value points for the product team. By understanding how analysts work, what they are looking for, and how they operate, internal spokespeople can better position their company to meet analyst expectations and needs.

  2. Improved credibility and transparency: When internal spokespeople communicate with analysts in a clear, concise, and transparent manner, they can help build credibility and trust with the analyst community. It’s not only about what they say, but also knowing how and who to say it to for the greatest impact and return on their time.

  3. Improved financial performance: The opinions of analysts can have a significant impact on a company's financial performance, including its stock price, ability to raise capital and quality of customers it attracts.

  4. Improved competitive positioning: Analysts frequently compare and benchmark companies against each other, and the insights they provide can be valuable for identifying areas of strength and weakness in your company's operations and strategy. By effectively communicating with analysts, internal spokespeople can help to position their company favorably against competitors, while also identifying areas for their own improvement.

When spokespeople succeed, the company’s Analyst Relations team succeed. Overall, this training should equip internal spokespeople with the knowledge, skills, and tools needed to communicate effectively with analysts and build relationships that improve their credibility, transparency, financial performance, and competitive positioning.


 

The 6-part framework + presentation template:

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