I have been involved in Analyst Relations activities at my company for two years now. Establishing and managing relationships with various analysts firms(Investor/Research/Third party) is very important specially in the IT industry.
Analyst firms usually come up with their surveys/questionnaires/waves on an annual basis. These waves are either specific to solution area (ERP, CRM, BI, etc.) or geography (APAC, North America, Europe, etc.). They reach out to major players in the industry and invite them in this annual exercise. Participating companies need to provide their capabilities and credentials relevant to the specific wave/area. Survey generally contains questions which are both, qualitative and quantitative. Answers to these questions help Analysts firms to evaluate the participants.
Apart from being a very important branding exercise for the participants, it gives an excellent opportunity to dig deeper in their own companies and have the visibility of the kind of work is being done at the ground level. The slices/dices of data points that needs to provided during this exercise is such that it requires connecting with all on going projects(across the board) individually. According to me, such interactions with the projects, is extremely enriching due to following two reasons.
1) Such interactions are rare in a year.
2) Information is as accurate as possible.
I am sure people from large organizations would appreciate this :). It's not that companies do not engage in periodic reporting of activities from bottom to top. But in a company with 150k+ employees, complete information often do not reach the corporate teams.
I think for companies, this internal knowledge discovery helps immensely for pursuing new opportunities.
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