In today’s high-stakes world of B2B go-to-market strategy, trust isn’t just a soft skill. It is a strategic advantage. Whether you’re launching a new product, entering a crowded category, or navigating a competitive landscape, the ability to earn and project trust externally and internally can make or break your success.
That’s why I sat down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social and co-lead of the Institute of Influencer Analyst Relations, for the latest episode of GTM Innovators. With more than a decade of experience spanning firms like IBM, BlueVoyant, and now Sprout, Chris brings unmatched clarity on the real value of analyst relations. And it goes far beyond Magic Quadrant placement.
Here are a few of the key insights we explored:
1. Analyst Relations Builds Trust at Every Level
Many still view analyst relations as a one-way function focused on coverage and validation. Chris sees it differently. He believes AR is all about building relationships that create trust, both with external influencers and internal decision-makers.
“My job is to make people feel comfortable, to make people feel heard, and to build trust — that’s the foundation of everything in AR.”
He explained that analyst engagements are not just briefings. They are open conversations where strategic alignment, gaps, and blind spots come into focus. That kind of unbiased feedback loop builds confidence for product, marketing, and executive teams who need to stay sharp in a rapidly evolving market.
2. Analyst Relations Strengthens GTM Strategy
Trust alone is not enough. Analyst relations must also lead to action. Analysts bring a unique perspective by sitting at the intersection of vendors, buyers, competitors, and broader market signals. Chris plays a key role in helping his teams turn those insights into go-to-market clarity.
“The job is assisting the information flow between analysts and internal teams. That’s how we compete better.”
Analysts help refine positioning, pressure-test narratives, and reveal how a company is perceived relative to its competitors. As Chris put it, analysts are often “the scientists of your category,” offering grounded insight into what matters most in your space.
3. Analyst Relations Deliver Measurable Business Value
One of the most practical parts of our conversation was Chris’s take on how to measure the impact of analyst relations. It’s a topic many GTM leaders struggle with, and AR often gets labeled as difficult to quantify.
Chris sees it differently.
“You never know which stakeholder is looking for which outcome. Track everything: deals influenced, mentions, downloads, insights delivered.”
He outlined how AR can support the sales cycle, amplify content, and even fuel last-minute board presentations with strategic insights. Analyst access is a budget line item, and it’s critical to demonstrate its value across multiple outcomes.
Relationships Are the New Differentiator
What stood out most in this conversation was Chris’s deep belief in the human side of analyst relations. As AI tools reduce the burden of synthesizing information, the value of human connection is growing in importance.
“Bring the ‘relations’ back to analyst relations. That’s what AI lets us do better than ever before.”
Catch the Full Conversation
These highlights only scratch the surface of our conversation. We also touched on where AR should live in the org, how it intersects with sales and customer success, and why curiosity and humility are essential to doing it well.
Watch or listen to the full episode here to hear the full conversation with Chris Manfredi and learn how analyst relations can become your team’s hidden trust engine.
Analyst relations is the hidden lever that shapes perception and builds trust.
The trusted connections and the invaluable feedback loop with analysts fuel sharper strategies, stronger market presence, and investor confidence. I’ve seen it turn insight into true competitive advantage often.