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: 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.

  • For Analyst Relations Professionals

    REPORT: Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook

    December 6, 2018Kevin Lucas

    Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and influence by analysts over marketplace players. The first is hard; analysts want to remain uninfluenced. And AR frequently forgets the second entirely. This report shows how, instead of sparse programs of vendor/analyst interaction, AR must mix influence techniques to ensure that both forms of influence generate valuable changes in the behavior of the wider market. 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: Envision Professional Industry Analyst Relations

    Vision: The Industry Analyst Relations Playbook

    December 5, 2018Kevin Lucas

    What are the attributes of a first-class industry analyst relations (AR) professional running a first-class AR program? In this report, we visualize the peak of your profession by showing how different it is from commonplace AR. We determined five significant areas where the top performers differ from peers and analyzed each to show you where to begin on your journey toward such professional AR excellence. 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: Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook

    December 5, 2018Kevin Lucas

    It's one thing to know how to plan an analyst relations (AR) program, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have different expectations of what AR is for and what you should do. But this is the challenge you face when you join a company to create or rejuvenate AR. Read this report to see what road maps strong AR managers followed during their first months, what challenges they faced, and how they turned obstacles into quick hits that stamped the new managers' marks on the programs they owned. 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