Forrester

Why Read This Report

When economic turmoil impacts technology markets, many analyst relations (AR) teams appear blithely unaffected. In some cases, AR managers don't know what changes to make to their programs or even that such changes could help their companies. In others, AR managers lie low in the hope that adverse conditions will blow over without lasting damage to team sizes or budgets. Yet AR programs can provide strong business value in both good times and bad, and the key to value is the same in each circumstance — alignment of the AR program with prevailing business goals. If your company has to change its goals in the light of business conditions, ensure that you continue to provide strong, relevant business value by realigning your AR program to match.