AR's Graveyard: Unmet Sales Commitments
January 29, 2016
Why Read This Report
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 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 updates it periodically for continued relevance and accuracy. This version uses new data from Forrester's May 2015 Global AR Objectives And Metrics Online Survey.
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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 Improvement
- Budget And Team Size Affect Sales Success
- Equip For Sales Or Avoid It Altogether
- Supplemental Material