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


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

Kevin Lucas's Research

  • 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, a...

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

    Report: Industry Analyst Relations And Sales Support

    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: 469
  • 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 profession...

    • Downloads: 100
    • Rating:
  • 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 spokespeo...

    • Downloads: 115
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  • For Analyst Relations Professionals

    Report: Organize AR's Personnel

    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 th...

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

    Report: Assess The Core Of Your Industry Analyst Relations Program

    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 practic...

    • Downloads: 1142
  • For Analyst Relations Professionals

    Report: Forge Valuable AR Programs With FIAR

    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 plan...

    • Downloads: 957
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  • For Analyst Relations Professionals

    Report: Mastering The First Analyst Briefing Tour

    Most emerging companies, as well as a lot of established ones, are in hot pursuit of analyst "ink and influence," so they schedule analyst briefings to tout all the fine stuff that they do. But ...

    • Downloads: 750
  • For Analyst Relations Professionals

    Report: Pragmatic Examples Of KPI Construction Within Industry Analyst Relations

    Analyst relations (AR) managers have neither the time nor the inclination to grasp the finer points of departmental performance methodologies; yet, they still have to prove to executives that th...

    • Downloads: 516
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  • For Analyst Relations Professionals

    Report: Case Study: Callidus Software Drives Sales Through Analyst Relations

    Callidus Software's industry analyst relations (AR) manager generates quantifiable sales benefits in the form of sales leads and procurement recommendations from analysts. AR generates approxima...

    • Downloads: 456
View all of Kevin Lucas's Research