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For Analyst Relations Professionals

AR's Graveyard: Unmet Sales Commitments

August 4, 2020

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Why Read This Report

The proportion of industry analyst relations (AR) people who commit to supporting sales among all AR people whom we survey has barely reached 50% since 2007. And AR's not improving enough either — it's performed poorly since 2007 too. AR teams — especially those with small budgets or single-person teams — should understand the failure risks and their ability to overcome them before deciding whether to focus on sales. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • AR Is Lukewarm About Direct Commitment To Sales
  • AR's Sales Performance Is Dire
  • Sales Support Is A Long-Term Weakness With Little Empowerment
  • Budget And Team Size Affect Sales Success
  • Recommendations

  • Equip For Sales, Or Avoid It All Together
  • Supplemental Material
  • Related Research Documents

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