For Analyst Relations Professionals

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	May 16, 2008 Corporate Communications And The CMO Offer AR The Greatest Chance To Succeed AR's Circumstances And Successes Through The Lens Of Reporting Line by Kevin Lucas with Eric G. Brown, Charles Green, Robert Muhlhausen

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Executive Summary

Although most analyst relations (AR) teams report through corporate communications or the chief marketing officer (CMO), many drift aimlessly before they get there. Along the way, other bosses exert their self-interest and expect a greater contribution to sales — even though this is very tough in practice. AR managers can simplify their tenure and maximize the chances of personal success by assessing the pros and cons of each reporting line option and migrating AR to either corporate communications or the CMO in a controlled fashion. Once there, they'll find less pressure to deliver sales contribution, which need not mean they avoid it altogether; instead, they can choose the best time to over-deliver against easier targets.

TABLE OF CONTENTS

• AR Managers Need To Know Which Reporting Line Offers The Greatest Success
• Reporting Line Is Just One Factor Among Many

RECOMMENDATIONS

• Align Long-Term AR With Corporate Communications Or The CMO
• Related Research Documents

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