Skip to main content
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: The Massive Business Leadership Opportunity For Analyst Relations During A Pandemic

    Deploy Mission-Critical Insight

    August 4, 2020Kevin Lucas

    A pandemic shakes up a vendor and its analyst relations (AR), leaving AR uncertain about where to focus. Its instinct is to protect its existing AR program, which typically prioritizes influence. But a company beset by new threats or overwhelmed by new opportunities suddenly needs massive doses of strategic insight. AR departments and their leaders therefore have unprecedented opportunities to help to steer their companies through these disturbances — if they have the confidence to leave their out-of-date AR plans behind.

  • For Analyst Relations Professionals

    REPORT: Operational AR During A Pandemic

    Adjust Your Approach To Deliver Value Continuously

    August 4, 2020Kevin Lucas

    A pandemic shakes up a vendor and its analyst relations (AR), leaving AR people uncertain about where to focus. Their instinct is to protect their existing AR programs, but new vendor priorities require that AR people reprioritize their own, leaving behind outdated projects to make room for newly important ones. Retained projects often include analyst days, advisory days, and major evaluations, although these all take new formats.

  • For Analyst Relations Professionals

    REPORT: AR's Graveyard: Unmet Sales Commitments

    August 4, 2020Kevin Lucas

    The proportion of industry analyst relations (AR) people who commit to supporting sales among all AR people whom we survey has barely reached 50% since 2007. And AR's not improving enough either — it's performed poorly since 2007 too. AR teams — especially those with small budgets or single-person teams — should understand the failure risks and their ability to overcome them before deciding whether to focus on sales. 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: AR Must Evaluate Performance Much Better Through KPIs

    May 1, 2020Kevin Lucas

    Industry analyst relations (AR) teams prove their value to business management with performance metrics. So these metrics work best if they measure achievement of AR's formal objectives. Because many vendors select metrics without regard for objectives, they get low value from measurement overhead, fail to demonstrate success, and can't fix weaknesses. AR professionals must know how to choose and use metrics that gauge success of objectives, and in this report, we present a simple method that AR professionals can use to identify them. 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 31, 2019Kevin 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.

View all of Kevin Lucas's Research

Clients Who Work With Kevin Lucas Also Work With:

View all related analysts