One of the challenges of starting a company is how to work with with the analysts who cover your industry–or the industry you’re planning to disrupt. But analysts operate in different ways, and it can be easy to miss opportunities or invest unnecessarily if you don’t know the rules.
Industry analyst Susan Etlinger has been on both sides of the table: working with startups to tell their stories, and as an analyst evaluating new companies and technologies. In this talk, she’ll walk you through what you need to do to build lasting relationships that benefit your company, and your career.
Susan Etlinger is an Industry Analyst with Altimeter Group where she focuses on social media analytics and strategy. For the past twenty years, she has worked at the intersection of people, processes and technology, in companies such as Charles Schwab & Co., Inc., and in the agency world, most recently at Horn Group.
Susan focuses on helping clients develop strategic, actionable plans that support their unique objectives and organizations through periods of rapid change. Her experience across the enterprise in information technology, marketing, customer service and retail enables her to assimilate the needs of multiple constituencies and apply them pragmatically to real-world business requirements.
Susan has a deep grounding in interactive marketing and social technologies. As a Senior Vice President at Horn Group, Susan pioneered the agency’s social strategy offering, advising start-ups to Fortune 500 companies on social media best practices and strategic plan development. She has launched dozens of companies and products, and counselled businesses through crises, liquidity events and large-scale organizational initiatives. rapid change. Her experience across the enterprise in information technology, marketing, customer service and retail enables her to assimilate the needs of multiple constituencies and apply them pragmatically to real-world business requirements.