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 Analyst Relations Professional Excellence

    Assessment: The Industry Analyst Relations Playbook

    March 20, 2019Kevin Lucas

    How do you compare with first-class industry analyst relations (AR) professionals running first-class AR programs? What more do you need to learn and implement to join them? We determined five significant competencies 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 report replaces an earlier assessment report for this playbook. We have completely rewritten it to address new research.

  • For Analyst Relations Professionals

    REPORT: Maximize Business And Career Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook

    March 20, 2019Kevin Lucas

    Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to design and execute AR programs with business value baked in, balancing constraints to build business cases for more investment in pursuit of more value. Vendors gain maximal support for the business by getting insight from analysts and research or influencing analysts who influence vendors' commercial fortunes. AR professionals gain a professional excellence road map. 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: When Analyst Relations Milestones Count More Than KPIs

    March 20, 2019Kevin Lucas

    Executives often expect analyst relations (AR) managers to define, track, and report AR's progress through key performance indicators (KPIs). But sometimes meaningful KPIs aren't available, and AR managers should use an alternative — milestones. In this report, we show when the milestone approach works better and how to use that approach.

  • 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.

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