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 Silicon.com.

Education

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

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67 results in Reports

  • Kevin Lucas
  • 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: 549
  • 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: 481
  • 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: 1189
  • For Analyst Relations Professionals

    Report:Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook

    It's one thing to know how to plan an analyst relations (AR) program in theory, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have quite different...

    • Downloads: 273
  • 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: 455
  • 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: 370
  • 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: 744
  • 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

    Vendors need to know how buyers interact with analysts. Analyst relations (AR) programs can then prime analysts to provide buyers with the most productive information at the most productive times...

    • Downloads: 122
  • For Analyst Relations Professionals

    Report:Secure Your Career With A Personal Analyst Relations Portfolio

    Constant business change means that analyst relations (AR) pros' career trajectories can change swiftly — in either positive or negative directions. In this report, Forrester outlines the best...

    • Downloads: 106
  • For Analyst Relations Professionals

    Report:Influence Deeply By Mapping Your Company Onto Analyst Models

    Many industry analysts in large or highly specialized firms use models in the form of diagrams, categories, structured descriptions, and vocabularies to describe, evaluate, and recommend vendor...

    • Downloads: 127
  • 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: 573
  • For Analyst Relations Professionals

    Report:Organize And Educate AR's Spokespeople

    Analyst relations (AR) influence programs rely on a double act between the AR professionals and the spokespeople who front a variety of engagements with the analysts. These AR pros and spokespeople...

    • Downloads: 259
  • For Analyst Relations Professionals

    Report:Educate AR's Personnel

    Analyst relations (AR) managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert professionals....

    • Downloads: 193
  • For Analyst Relations Professionals

    Report:Organize AR's Personnel

    Organization: The Industry Analyst Relations Playbook

    Once industry analyst relations (AR) departments break out of single-person mode, AR managers must assign responsibilities across the team optimally and manage team member performance against them....

    • Downloads: 230
  • For Analyst Relations Professionals

    Report:Assess The Core Of Your Industry Analyst Relations Program

    Assessment: The Industry Analyst Relations Playbook

    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...

    • Downloads: 1332
  • 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 their weaknesses, and identify what they need to change if their programs are to...

    • Downloads: 46
  • For Analyst Relations Professionals

    Report:AR's Graveyard: Unmet Sales Commitments

    The proportion of industry analyst relations (AR) people we survey and who commit to supporting sales has never risen above 50% since 2007. But poor sales results threaten to undermine AR's corporate...

    • Downloads: 272
  • For Analyst Relations Professionals

    Report:Apply The Three Useful Archetypes Of Industry Analysts To Optimize Your AR Program

    While industry analyst relations (AR) professionals may feel as if every analyst poses a unique challenge, Forrester provides a model with which AR teams can classify analysts into three useful...

    • Downloads: 81
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Insight

    Insight: The Industry Analyst Relations Playbook

    Insight is analyst relations' (AR's) forgotten child, almost always playing second fiddle to the influence operation by which vendors commonly gauge AR's worth. However, AR spends more of its budget...

    • Downloads: 131
  • 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: 567
  • 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: 389
  • For Analyst Relations Professionals

    Report:Forrester's Scorecard For AR And Direct Sales

    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...

    • Downloads: 28
  • 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. To help AR pros understand the issues and assess whether their own companies are ready to buck this...

    • Downloads: 628
  • For Analyst Relations Professionals

    Report:Deliver Value Beyond Communications AR

    Communications (comms) AR — characterized by programs of outreach to analysts with no clearer view of value beyond this — is weak. It's bad for your company, and, if you aspire to a top...

    • Downloads: 223
  • For Analyst Relations Professionals

    Report:Extract Maximal Benefit From Your AR Value Statement

    AR managers struggle to build value-driven AR plans, let alone to articulate any resultant business value in crisp statements that convince executives of AR's worth. But the plan and the value...

    • Downloads: 210