For Technology Product Management & Marketing Professionals (Length: 6 pages)

Executive Summary (This is a document excerpt)

Over half the industry analyst relations (AR) teams we surveyed in April 2007 say they commit to sales objectives even though two-thirds of them report to marketing and corporate communications departments. Poor sales results suggest this sales focus is diluting AR's marketing contribution without corresponding benefits. Given the control it has over AR, marketing should rein in sales aspirations unless AR can prove it is delivering on its toughest assignment.