Many analyst tiering models are upside‑down. They focus on people and firms, but really should start at the end, focusing on business outcomes.

Analyst Relations tends to over-focus on T1/2/3 lists based on analyst firm brands and overall influence or standing in the market.

There’s a flaw. This drives the wrong metrics.

Change the approach. Ask: What are the outcomes that AR can influence?

Stop ranking analysts by firm; instead, focus on impact. If you work from a list of analysts instead of a list of outcomes, it’s not a strategy. It’s just a list.

The benefits of this workback approach:

– “Wild card” analysts will rise through the tiering ranks.

– Clearer vision: You’ll see why simply being a Gartner or Forrester analyst doesn’t automatically guarantee influence.

– Easier for your executives to understand and buy into your engagement model.

Here’s the uncomfortable bit:

– The T1 analyst who leads your flagship MQ may only be a T2 for actual influence on buyer decisions.

– A Gartner analyst who isn’t an MQ author is often the one quietly making or breaking more of your deals through end-user inquiry and advisory. I’ve even seen situations where that analyst wasn’t even on the AR team’s radar.

– The analyst who routinely rips into roadmaps in inquiries should be a T1. Those inquiries might be uncomfortable for your marketers and PMs – but they get you to the truth.

– The boutique firm analyst who authors a newsletter your buyers actually act on is a definite T1 for exposure.

– Just because it’s easy to work with an asset creator doesn’t mean their output drives deals, even if the report looks pretty.

Influence is uneven. A small number of analysts drive a huge share of each outcome, but there’s an unfortunate reality: It’s not the same analysts every time.

Stop tiering analysts. Start tiering outcomes. For example, revenue influence, narrative change, learning, exposure.

Then be brutal: Which analysts have the greatest impact on each of these? That’s your T1 list.

Everyone else belongs on the “nice to brief” list, but is not mission-critical.

If you find this post annoying, is that because I’m wrong, or because it makes your current tiering indefensible? Get in touch and let us know.