For a long time, analyst relations has been viewed as something reserved for big, established enterprise companies. I believe it’s time startups challenge that thinking.
Startups have just as much to gain, if not more, by engaging with analysts early. When done right, this relationship can help shape your market positioning, strengthen your messaging, and drive smarter, faster growth.
Analyst Relations Is About Relationships, Not Transactions
One of the biggest misconceptions I see is that analyst relations is a box you check when you’re ready to go big. That’s backward. You don’t need to wait until your company is fully formed to talk to analysts. In fact, the earlier you bring them into your thinking, the better.
Analysts talk to hundreds of companies every year. If you treat them like strategic partners instead of gatekeepers, they are much more likely to become advocates rather than just observers.
Think Beyond the Magic Quadrant
Too often, analyst relations is seen as a visibility play. While recognition in a well-known report can be helpful, that’s only a small part of the value.
Analysts can help with things like:
Understanding market and buyer trends
Refining your messaging
Identifying competitor gaps
Validating new categories
For startups making dozens of product and positioning decisions every week, getting this feedback early is critical.
Make Analyst Insights a Habit
I often compare analyst access to a gym membership or a daily vitamin. Just having it won’t move the needle. You have to use it.
Don’t wait until you have a polished deck or press release. Get feedback along the way. Share your ideas. And most importantly, follow up to let analysts know what you learned or changed based on their input. That kind of follow-through builds trust and shows that you take the relationship seriously.
Help Analysts Help You
It’s also important to remember that not all analysts are the same. Some are fixed in their thinking. Others are genuinely excited about new ideas and emerging companies.
Do your research. Learn who is open to rethinking old categories and tailor your approach accordingly. Analyst relations, like any partnership, takes time, trust, and consistency.
A Great Example: Auditoria
One of our portfolio companies, Auditoria, embraced this mindset beautifully. They engaged with analysts early, received recognition as a “Cool Vendor,” and used that momentum to launch their own State of Automation report. Their success was driven by building relationships and using external insights to inform internal strategy, not just chasing a logo or headline.
Analyst relations is no longer a luxury for the Fortune 500. It’s a strategic advantage for startups that are willing to engage early, often, and with authenticity.
