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Kevin Lucas

Principal Analyst

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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 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 Most Recent Research

Research

Choose The Optimal Type Of AR Program To Drive Your Firm's Business Results

Business Case: The Industry Analyst Relations Playbook
January 26th, 2021 | Kevin Lucas

Analyst relations (AR) novices think that there's a one-size-fits-all AR program that they can copy. For example, if they're short on money, staff, and...

7 min read
Research

Industry Analyst Relations And Influence

Influence: The Industry Analyst Relations Playbook
January 26th, 2021 | Kevin Lucas

Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success...

23 min read
Research

Maximize Business And Career Value From Industry Analyst Relations

Executive Overview: The Industry Analyst Relations Playbook
December 18th, 2020 | Kevin Lucas

Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's...

6 min read
Research

Industry Analyst Relations And Insight

Insight: The Industry Analyst Relations Playbook
December 2nd, 2020 | Kevin Lucas

Insight is analyst relations' (AR's) forgotten child, usually coming second to influence. But AR spends more on insight than on influence, and analysts...

23 min read
Research

Understand AR's Beneficiary Landscape

Landscape: The Industry Analyst Relations Playbook
December 1st, 2020 | Kevin Lucas

Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not...

11 min read