Kevin Lucas

Senior Analyst serving Analyst Relations PROFESSIONALS

Kevin serves Analyst Relations (AR) Professionals. He is a leading expert on analyst relations and has designed Forrester's research program and the Forrester Industry Analyst Relations (FIAR) model that underpins it. The program addresses AR's strategic value and objectives while also providing best practices research and downloadable tools to help AR teams deliver that value.

Previous Work Experience

Before joining Forrester, Kevin was a director of analyst relations for Siebel Systems, working with European analysts across all of Siebel's product lines and with global responsibility for many of them. Previously, he was a research analyst at AMR Research, writing publications and delivering advisory services on CRM and software globalization. He previously held a number of roles within systems integration companies, culminating in a directorship; he focused on custom-built business applications and packaged implementations of CRM systems.

An accomplished public speaker, Kevin has delivered speeches at many events, including AMR Research's European conference, Forrester's IT Forum and AR Councils, and keynote speeches at the European CRM Forum and Cranfield & Ashridge Schools of Management. He has also facilitated sessions at the IT Director's Forum on business case preparation, vertical industry CRM, and security. Kevin has been widely quoted in the press, including such media outlets as IT Week and appearances on the Financial Times Business Edition and Silicon.com.

Education

Kevin has a bachelor's degree in mathematics from Bristol University.

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61 results in Reports

  • Kevin Lucas
  • For Analyst Relations Professionals

    Report:Forrester's Scorecard For AR And Direct Sales

    This self-assessment tool helps you review your current ability to support your company’s direct sales operation via your industry analyst relations (AR) program, analyze its weaknesses, and...

    • Downloads: 8
    • Rating:
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Sales Support

    Sales Support: The Industry Analyst Relations Playbook

    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...

    • Downloads: 467
  • For Analyst Relations Professionals

    Report:Organize And Educate AR's Spokespeople

    Analyst relations (AR) influence programs rely on a double act between the AR professionals and the spokespeople who front a variety of engagements with the analysts. These AR pros and spokespeople...

    • Downloads: 115
    • Rating:
  • For Analyst Relations Professionals

    Report:Educate AR's Personnel

    Analyst relations (AR) managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert professionals....

    • Downloads: 100
    • Rating:
  • For Analyst Relations Professionals

    Report:Organize AR's Personnel

    Organization: The Industry Analyst Relations Playbook

    Once industry analyst relations (AR) departments break out of single-person mode, AR managers must assign responsibilities across the team optimally and manage team member performance against them....

    • Downloads: 120
    • Comments: 4
    • Rating:
  • For Analyst Relations Professionals

    Report:Professional Industry Analyst Relations Measurement

    Performance Management: The Industry Analyst Relations Playbook

    Professional measurement is an integral part of fully professional AR; it is not optional. But AR managers get confused about who the measurements are for, as well as what measurements to take, how...

    • Downloads: 340
    • Rating:
  • For Analyst Relations Professionals

    Report:Assess The Core Of Your Industry Analyst Relations Program

    Assessment: The Industry Analyst Relations Playbook

    Analyst relations (AR) managers get very little time to assess their AR programs because they're so busy executing on the next apparent priority. To help, Forrester has distilled AR best practices...

    • Downloads: 1140
  • For Analyst Relations Professionals

    Report:Forrester's Core Industry Analyst Relations Scorecard

    This self-assessment tool helps you review your current industry analyst relations (AR) program, analyze its weaknesses, and identify what you need to change if your program is to join the best. The...

    • Downloads: 21
    • Rating:
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook

    Most valuable AR programs rely, sometimes exclusively, on analysts enhancing the commercial fortunes of the vendors by influencing marketplace players like buyers, partners, journalists, and...

    • Downloads: 266
    • Rating:
  • For Analyst Relations Professionals

    Report:Envision Professional Industry Analyst Relations

    Vision: The Industry Analyst Relations Playbook

    What are the attributes of a first-class AR professional running a first-class AR program? In this report, we visualize the peak of your profession by showing how different it is from commonplace AR....

    • Downloads: 276
    • Rating:
  • For Analyst Relations Professionals

    Report:Understand Why There's No One-Size-Fits-All AR Program

    Business Impact: The Industry Analyst Relations Playbook

    It's understandable that AR newcomers think — or maybe just hope — that there's a one-size-fits-all AR program that they can apply to their companies. After all, they're short on money,...

    • Downloads: 553
  • For Analyst Relations Professionals

    Report:Understand AR's Stakeholder Landscape

    Landscape: The Industry Analyst Relations Playbook

    The industry analyst relations (AR) tradition of supporting marketing and sales all too easily limits AR when the parent vendor faces greater business challenges elsewhere. Furthermore, whether AR is...

    • Downloads: 198
    • Rating:
  • For Analyst Relations Professionals

    Report:Forge Valuable AR Programs With FIAR

    Strategic Plan: The Industry Analyst Relations Playbook

    Analyst relations (AR) managers constantly ask us how to prove the value of their AR programs. Worryingly, so do some of their bosses. Unfortunately, many struggle because they didn't build plans to...

    • Downloads: 957
    • Rating:
  • For Analyst Relations Professionals

    Report:Unleash Maximum Business Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook

    Industry analyst relations (AR) is a profession. Done well, it delivers high business value through unique resources — industry analysts. But vendors understand its value poorly and resource it...

    • Downloads: 321
    • Rating:
  • For Analyst Relations Professionals

    Report:Deliver Value Beyond Communications AR

    Communications (comms) AR — characterized by programs of outreach to analysts with no clearer view of value beyond this — is weak. It's bad for your company, and, if you aspire to a top...

    • Downloads: 187
    • Comments: 2
    • Rating:
  • For Analyst Relations Professionals

    Report:Focus Industry Analyst Relations On Achievable Metrics

    AR's Measurement And Achievement Of Sales Contribution Is Improving

    Myriad options puzzle industry analyst relations (AR) professionals as they try to measure the value they bring to high-tech vendors and to deliver consistently against related targets. A Forrester...

    • Downloads: 398
  • For Analyst Relations Professionals

    Report:Focus Industry Analyst Relations On Achievable Objectives

    Supporting Sales Is The Hardest Challenge For AR

    A bewildering array of options besets industry analyst relations (AR) as it tries to identify the value it can bring to a high-tech supplier. A recent Forrester survey shows that AR reports fair...

    • Downloads: 294
  • For Analyst Relations Professionals

    Report:Extract Maximal Benefit From Your AR Value Statement

    AR managers struggle to build value-driven AR plans, let alone to articulate any resultant business value in crisp statements that convince executives of AR's worth. But the plan and the value...

    • Downloads: 165
    • Rating:
  • For Analyst Relations Professionals

    Report:AR And Social Media, Part 3: Beginners Start Here

    Analyst relations (AR) professionals are weighing the opportunities and threats posed by social media, but many take a backward approach to developing a social AR strategy. They often begin with...

    • Downloads: 262
    • Rating:
  • For Analyst Relations Professionals

    Report:AR And Social Media, Part 2: AR In A Social World

    Analyst relations (AR) people are fretting about the opportunities and threats posed by social media, their worries fed by uncertainty about which aspects of social media will be important and how....

    • Downloads: 325
    • Rating:
  • For Analyst Relations Professionals

    Report:AR And Social Media, Part 1: How To Create A Social AR Strategy

    Analyst relations (AR) people are weighing the opportunities and threats posed by social media, but many take a backward approach to developing a social AR strategy and begin with technology-driven...

    • Downloads: 497
    • Rating:
  • For Analyst Relations Professionals

    Report:Case Study: Tuning In To Neustar's Briefing Performance Program

    The Role Of Active Hosts In Briefing Success

    Neustar has dramatically increased the level of analyst acceptances of briefing requests, the coverage it gains from those briefings, and the willingness of analysts to offer help in the form of...

    • Downloads: 178
  • For Analyst Relations Professionals

    Report:Case Study: BMC Software Implements Precision AR

    As a surgeon's scalpel is to a hacksaw, so BMC Software's precision AR strategy is to the more generic AR approaches of other firms. Clear, focused goals ensure that the AR team wastes no time on...

    • Downloads: 265
  • For Analyst Relations Professionals

    Report:Best Practices For Major Analyst Evaluations, Part 4: Managing The Results

    Branded vendor comparisons from well-known research firms hold a very special place in analyst relations (AR) programs. Excluded vendors want to be included in them, and those already there jockey...

    • Downloads: 296
  • For Analyst Relations Professionals

    Report:Best Practices For Major Analyst Evaluations, Part 3: Interactions With Authors

    Branded vendor comparisons from well-known research firms hold a very special place in analyst relations (AR) programs. Excluded vendors want to be included in them, and those already there jockey...

    • Downloads: 300