Why Read This
Industry analyst relations (AR) teams struggle to create and demonstrate their value to sales. To help AR pros understand the issues and assess whether their own companies are ready to buck this trend, Forrester has distilled AR best practices for support of a vendor's direct sales processes and developed a methodology for reviewing and improving the main success factors. This report of the industry analyst relations playbook lays out that methodology and provides a self-assessment tool that you can use to benchmark your current AR-and-sales program, analyze weaknesses, and identify what you need to change if your program is to enter the top class. This report and the associated tool are an update to "Introducing Forrester's Scorecard For AR And Sales," originally released to clients on July 24, 2009. We have augmented the tool to take full account of more recent Forrester research on AR support to a direct sales force, refining the statements of best practice.