Kevin   Lucas

Kevin Lucas

Principal 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.

Kevin Lucas

Principal 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.

Kevin Lucas's Research

Most RecentMost Popular
  • For Analyst Relations Professionals

    REPORT: Assess The Core Of Your Industry Analyst Relations Program

    Introducing The Forrester Core Analyst Relations Scorecard

    March 4, 2019Kevin Lucas

    Analyst relations (AR) managers get very little time to assess their AR programs because they're so busy executing on the next urgent priority. To help, Forrester has distilled AR best practices and developed a methodology for assessing and improving the fundamentals. This report lays out that methodology and provides a self-assessment tool that you can use to assess your current program, analyze weaknesses, and identify what you need to change for your program to join the best. This report and the associated self-assessment tool are updates of previously published material. Forrester reviews and updates content periodically for continued relevance and accuracy.

  • For Analyst Relations Professionals

    REPORT: Forge Valuable AR Programs With FIAR

    Strategic Plan: The Industry Analyst Relations Playbook

    March 1, 2019Kevin Lucas

    Analyst relations (AR) managers need to know how to prove the value of their AR programs. Unfortunately, many struggle because they didn't build plans to deliver business value, and they now rely on pure luck to find any. This needn't be. Based on our study of successful and unsuccessful AR programs, this report introduces strategic AR planning with the Forrester industry analyst relations (FIAR) process to design and customize AR programs for the specific business needs of any company. AR managers must, and now can, deliver provable business value. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Analyst Relations Professionals

    REPORT: Professional Industry Analyst Relations Measurement

    Performance Management: The Industry Analyst Relations Playbook

    February 21, 2019Kevin Lucas

    Professional measurement is an integral part of fully professional industry analyst relations (AR); it is not optional. But AR managers get confused about who the measurements are for as well as what measurements to take, how to take them, and even why they should take them. This report clarifies the purposes of AR measurement and then shows a process for identifying metrics that fulfill those purposes completely and optimally; it moves AR measurement from art to science. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Analyst Relations Professionals

    REPORT: Choose The Optimal Type Of AR Program To Drive Your Firm's Business Results

    Business Case: The Industry Analyst Relations Playbook

    December 6, 2018Kevin Lucas

    Analyst relations (AR) novices think that there's a one-size-fits-all AR program that they can copy. For example, if they're short on money, staff, and knowledge, churning out a briefing program to please corporate communications sounds great. But the value of such primitive programs is tiny. So this report uses four examples to illuminate how to design valuable programs by starting with company business goals. Those goals tell you which types of analysts will be valuable, how to measure your AR program, which activities to undertake, how to use your AR budget, and more. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Analyst Relations Professionals

    REPORT: Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook

    December 6, 2018Kevin Lucas

    Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their needs, resulting in unnecessarily weak programs of low internal credibility. In this report, we review the broad landscape of potential vendor beneficiaries, exploring how AR pros can learn to support them maximally and illuminating the findings with examples of AR's support to a direct sales team. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

View all of Kevin Lucas's Research

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