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: Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It

    October 31, 2018Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts differently, so this report shows which buyer attributes do — and don't — drive analyst usage. It then shows how to tune AR programs to drive maximum influence by analysts over different buyer groups and where such tuning is wasted. 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: Pragmatic Examples Of KPI Construction Within Industry Analyst Relations

    August 16, 2018Kevin Lucas

    Analyst relations (AR) managers have neither time nor inclination to learn departmental performance methodologies. But they must still prove to executives that they're performing well and delivering business value. The fastest shortcut — copying other vendors' metrics — is risky because no two AR teams work for vendors facing the same business challenges or opportunities. But we can use such examples to see how AR managers derive measurement regimes from business goals and how to accommodate any methodologies imposed from above. 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: Target Industry Analyst Relations With Achievable Metrics

    Benchmarks: The Industry Analyst Relations Playbook

    May 21, 2018Kevin Lucas

    Myriad options puzzle industry analyst relations (AR) as it tries to measure the value it brings to high-tech vendors and to deliver consistently against related targets. A Forrester trends survey shows that AR teams usually achieve activity-based targets, prove slightly weaker when they measure benefits, and perform poorly against sales metrics. AR should augment its understanding of relevant and important metrics by recognizing which carry achievable targets and which carry high risk of failure. This report is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Analyst Relations Professionals

    REPORT: Direct Industry Analyst Relations Toward Achievable Objectives

    Supporting Sales Is The Hardest Challenge For AR

    May 21, 2018Kevin Lucas

    A bewildering array of options besets industry analyst relations (AR) as it tries to identify the value it can bring to a high-tech supplier. A Forrester trends survey shows that AR teams usually achieve activity-based objectives, prove weaker when they express their objectives as benefits, and perform poorly against the sales objectives that we assessed. AR should augment its understanding of relevant and important objectives by recognizing which are achievable and which carry high risk of failure. 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: Forrester's Scorecard For AR And Direct Sales

    March 14, 2018Kevin Lucas

    This self-assessment tool helps you review your current ability to support your company’s direct sales operation via your industry analyst relations (AR) program, analyze its weaknesses, and identify what you need to change if your program is to join the best. You should read the tool and the introduction to it, “Industry Analyst Relations And Sales Support,” first. We have augmented this tool to take full account of more recent Forrester research on AR support to direct sales, and we have refined the statements of best practice. This tool is an update to previously published material. Forrester reviews and revises content periodically for continued relevance and accuracy.

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