A startup co-founder said it best yesterday: It's not about first-to-market but about first-to-trust.
No wonder - They are in the cybersecurity space...
But it's really true for innovators in ANY segment.
Here's why
Startups are not just seen as amazing, enthusiastic innovators. CxOs also consider the potential risk that naturally goes with betting on anything "new and different".
It's THE hurdle once you must cross that chasm to reach the not-so-enthusiastic early majority. These buyers want innovation - but also must protect their tech architecture and business from "overly confident" marketing and sales.
Here's data
Unsurprisingly, the % of business-tech decisions impacted by industry analysts has gone from 75% in the 2010s to now 92% in 2025. (DemandGen Report, 2025)
It's a direct response to the growing complexity of compound innovation.
VCs like Andreessen Horowitz, Cervin Ventures, or Sapphire Ventures want tech founders to work with Industry Analysts early (pre Series A) and professionally (don't PR this...).
→ Identify top industry analysts in your segment.
→ No need to be a client of theirs. Briefings are free.
→ Brief analysts on your positioning, differentiation, ICP, roadmap.
→ Grow their awareness and confidence stepwise (not a race)
→ Use analyst insights about ICP priorities and plans
VCs observe faster growth (100%), lower risk (86%) and higher revenues (71%) in startups that practice analyst relations. (SSIA Research, 2025)
What now?
I'm in this all day, every day. I see US founders far ahead in analyst relations effectiveness – BUT – Europeans are catching up fast.
Happy to share what the best are doing right – and the missteps to avoid.
We've got a real opportunity here in closing this knowledge gap.
Foto by Ambitious Studio* | Rick Barrett auf Unsplash
