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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Market Imperatives

21 results in Reports

  • Kevin Lucas
  • Past 12 months
  • 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: 1293
  • 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: 1418
  • 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. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to...

    • Downloads: 728
  • 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: 741
  • 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: 809
  • 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: 705
  • 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: 708
  • For Analyst Relations Professionals

    Report:Creating, Keeping, And Losing Industry Analyst Mindshare

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

    • Downloads: 708
  • 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: 557
  • 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: 502
  • 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: 492
  • 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: 452
  • 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: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 different...

    • Downloads: 347
  • 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. This report lists the skills and...

    • Downloads: 363
  • 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 been above 50% since 2007. And AR's not improving enough — it's performed poorly since...

    • Downloads: 338
  • For Analyst Relations Professionals

    Report:Organize AR's Personnel Around Desired Business Value

    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: 294
  • For Analyst Relations Professionals

    Report:Educate AR's Personnel

    AR managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert professionals. This report lists...

    • Downloads: 275
  • 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: 29
  • For Analyst Relations Professionals

    Report:Industry Analyst Relations And Insight

    Insight: The Industry Analyst Relations Playbook For 2015

    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: 237
  • For Analyst Relations Professionals

    Report:Fuel Executive Commitment To AR Through Value-Driven Progress Reports

    Once your executives agree to back an analyst relations (AR) plan, they need regular reports that expose the value AR is delivering. AR managers therefore need to know who to report progress to, in...

    • Downloads: 77