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For Analyst Relations Professionals

AR's Graveyard: Unmet Sales Commitments

January 29, 2016

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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
  • Recommendations

  • Equip For Sales Or Avoid It Altogether
  • Supplemental Material

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