Kevin Lucas

Senior 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


Kevin has a bachelor's degree in mathematics from Bristol University.

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68 results in Reports

  • Kevin Lucas
  • For Analyst Relations Professionals

    Report:Forge Valuable AR Programs With FIAR

    Strategic Plan: The Industry Analyst Relations Playbook

    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...

    • Downloads: 1258
  • For Analyst Relations Professionals

    Report:Assess The Core Of Your Industry Analyst Relations Program

    Assessment: The Industry Analyst Relations Playbook

    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...

    • Downloads: 1406
  • For Analyst Relations Professionals

    Report:Maximize Business And Career Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook

    Industry analyst relations (AR) is a profession. Done well, it delivers high business value. But vendors understand its value poorly and resource it likewise — they often run AR with untrained...

    • Downloads: 673
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Sales Support

    Sales Support: The Industry Analyst Relations Playbook

    Industry analyst relations (AR) teams struggle to create and demonstrate their value to sales. Forrester has distilled AR best practices for support of a vendor's direct sales processes and developed...

    • Downloads: 728
  • 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

    It's understandable that analyst relations (AR) newcomers think — or maybe just hope — that there's a one-size-fits-all AR program that they can apply to their companies. For example, if...

    • Downloads: 801
  • For Analyst Relations Professionals

    Report:Mastering The First Analyst Briefing Tour

    Seven Things Industry Analysts Want To Hear From You

    Most emerging companies, as well as a lot of established ones, are in hot pursuit of analyst "ink and influence," so they schedule analyst briefings to tout all the fine stuff that they do. But few...

    • Downloads: 850
  • For Analyst Relations Professionals

    Report:Professional Industry Analyst Relations Measurement

    Performance Management: The Industry Analyst Relations Playbook

    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...

    • Downloads: 686
  • For Analyst Relations Professionals

    Report:Target Industry Analyst Relations With Achievable Metrics

    Benchmarks: The Industry Analyst Relations Playbook

    Myriad options puzzle industry analyst relations (AR) professionals as they try to measure the value they bring to high-tech vendors and to deliver consistently against related targets. A Forrester...

    • Downloads: 690
  • For Analyst Relations Professionals

    Report:Pragmatic Examples Of KPI Construction Within Industry Analyst Relations

    Analyst relations (AR) managers have neither the time nor the inclination to grasp the finer points of departmental performance methodologies; yet, they still have to prove to executives that they're...

    • Downloads: 569
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook For 2015

    Most valuable AR programs rely, sometimes exclusively, on analysts enhancing the commercial fortunes of the vendors by influencing marketplace players like buyers, partners, journalists, and...

    • Downloads: 543
  • For Analyst Relations Professionals

    Report:How To Make Briefing Content Stick

    Introducing The Ebbinghaus Briefing Model

    Vendors need analysts to remember key facts about their companies, products, services, customer value, and more, but the format of today's briefings and the contexts in which they take place cast...

    • Downloads: 672
  • For Analyst Relations Professionals

    Report:What Really Happens In Industry Analyst Briefings?

    Introducing A Tool To Visualize And Improve Briefing Dynamics

    While briefings are a staple of industry analyst relations (AR) programs, most vendors focus on the agenda and collateral without sufficient regard for the preparation and controls needed to manage...

    • Downloads: 635
  • For Analyst Relations Professionals

    Report:Creating, Keeping, And Losing Industry Analyst Mindshare

    Analyst mindshare sounds like a great advantage to a vendor, but many industry analyst relations (AR) teams are uncertain what it means, how to create it, how to maintain it, or even what might steal...

    • Downloads: 620
  • For Analyst Relations Professionals

    Report:Envision Professional Industry Analyst Relations

    Vision: The Industry Analyst Relations Playbook

    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...

    • Downloads: 488
  • For Analyst Relations Professionals

    Report:Direct Industry Analyst Relations Toward Achievable Objectives

    Supporting Sales Is The Hardest Challenge For AR

    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 professionals...

    • Downloads: 485
  • For Analyst Relations Professionals

    Report:AR And Social Media, Part 1: How To Create A Social AR Strategy

    Analyst relations (AR) people are weighing the opportunities and threats posed by social media, but many take a backward approach to developing a social AR strategy and begin with technology-driven...

    • Downloads: 572
  • For Analyst Relations Professionals

    Report:Case Study: Callidus Software Drives Sales Through Analyst Relations

    Callidus Software's industry analyst relations (AR) manager generates quantifiable sales benefits in the form of sales leads and procurement recommendations from analysts. AR generates approximately...

    • Downloads: 476
  • For Analyst Relations Professionals

    Report:Planning Great Analyst Days

    A Planning Tool For Events Attended By Industry Analysts

    While analyst days may be a great way to inform, impress, and obtain feedback from industry analysts, they can be a nightmare to arrange given the unusual combination of event management and analyst...

    • Downloads: 478
  • For Analyst Relations Professionals

    Report:Best Practices For Major Analyst Evaluations, Part 1: Preparing To Participate

    Branded vendor comparisons from well-known research firms hold a very special place in analyst relations (AR) programs. Excluded vendors want to be included in them, and those already there jockey...

    • Downloads: 497
  • For Analyst Relations Professionals

    Report:Case Study: Lawson Software Drives Sales Through Analyst Relations

    Lawson Software's analyst relations (AR) team is succeeding where most teams fail; it's delivering quantifiable, direct sales benefits. With two-thirds of its sales cycles affected by industry...

    • Downloads: 468
  • For Analyst Relations Professionals

    Report:Case Study: Sapient Drives Sales Through Analyst Relations

    Sapient's industry analyst relations (AR) team is producing direct sales benefits by generating leads from analysts and their publications and by getting involved in sales cycles in person,...

    • Downloads: 468
  • For Analyst Relations Professionals

    Report:Cost-Effective AR: An Optimization Approach

    Analyst relations (AR) managers need optimally efficient plans because their teams are generally smaller than they feel they need. Analyst subscriptions take a relatively large proportion of AR's...

    • Downloads: 375
  • For Analyst Relations Professionals

    Report:Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook

    Analyst relations (AR) can help a vendor win, serve, and retain customers. Yet, whether the analyst relations team is supporting its traditional beneficiaries or not, it typically guesses at the...

    • Downloads: 401
  • For Analyst Relations Professionals

    Report:Forrester's Core Industry Analyst Relations Scorecard

    This self-assessment tool helps AR managers review their current industry analyst relations (AR) programs, analyze program weaknesses, and identify what they need to change. In combination with the...

    • Downloads: 48
  • For Analyst Relations Professionals

    Report:What AR Can Learn From Customer Reference Managers

    Customer reference management is so important to AR programs at B2B vendors that Forrester includes it as one of the 11 foundational processes within the Forrester Industry Analyst Relations model...

    • Downloads: 393