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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8 results in Reports

  • Kevin Lucas
  • Tech Sector Economics
  • 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: 479
  • For Analyst Relations Professionals

    Report:Major Analyst Evaluations Are The Weakness Of AR Teams At Services Vendors

    AR's Circumstances And Successes Through The Lens Of Vendor Type

    Industry analyst relations (AR) teams have a tough job at services vendors. They find fewer analysts evaluating services than products, which means there are fewer potential champions of services...

    • Downloads: 233
  • For Analyst Relations Professionals

    Report:Is Your AR Fiddling While Rome Burns?

    How AR Proves Its Value In An Unsettled Market

    When economic turmoil impacts technology markets, many analyst relations (AR) teams appear blithely unaffected. In some cases, AR managers don't know what changes to make to their programs or even...

    • Downloads: 223
  • For Analyst Relations Professionals

    Report:Ten Key Skills For Small Industry Analyst Relations Teams

    Industry analyst relations (AR) teams are often small, and yet the function demands a broad range of skills. To help AR managers resource their teams as effectively as possible, Forrester has...

    • Downloads: 243
  • For Analyst Relations Professionals

    Report:The Seven Weaknesses Of Regional AR

    As vendors seek to broaden their geographic exposure to industry analysts, their analyst relations (AR) organizations deploy staff in key geographic regions. But regional conditions inevitably differ...

    • Downloads: 159
  • For Analyst Relations Professionals

    Report:The State Of Enterprise Software Adoption In Europe

    Business Technographics Europe

    In 2007, European enterprises will significantly increase spending on new software initiatives and projects. Top priority will be improving inter-application integration (26%), then upgrading...

    • Downloads: 158
  • For Analyst Relations Professionals

    Report:Commercial Size Is No Barrier To Your AR Success

    AR's Circumstances And Successes Through The Lens Of Commercial Size

    AR managers at small vendors and in small regional teams often fear that larger competitors can use their bigger budgets and manpower to dominate analyst relationships. As poor AR would imply poor...

    • Downloads: 119
  • For Analyst Relations Professionals

    Report:Tech Marketers Should Focus AR On Marketing, Not Sales

    Over half the industry analyst relations (AR) teams we surveyed in April 2007 say they commit to sales objectives even though two-thirds of them report to marketing and corporate communications...

    • Downloads: 96