Executive Summary (This is a document excerpt)

Analyst mindshare sounds like a great advantage to a vendor, but many industry analyst relations (AR) teams are uncertain what it means, how to create it, how to maintain it, or even what might steal it from them. Forrester has, therefore, introduced a definition of mindshare that shows AR professionals how to drive analyst commitment, trust, a sense of mutual interest, and common purpose all by carefully shaping the use of analyst time and incorporating cooperative and collaborative activities into their AR programs. While the definition also recognizes a role in mindshare for analyst belief that the vendor has worthy products or services, this turns out to be relatively unimportant beyond the short term — a valuable lesson, because that's where AR teams so often place all their focus today.

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