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For Analyst Relations Professionals

Direct Industry Analyst Relations Toward Achievable Objectives

Supporting Sales Is The Hardest Challenge For AR

December 9, 2019

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Why Read This Report

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 teams usually achieve activity-based objectives, prove weaker when they express their objectives as benefits, and perform poorly against the sales objectives that we assessed. AR should augment its understanding of relevant and important objectives by recognizing which are achievable and which carry high risk of failure. 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's Value Is Under Scrutiny
  • AR Commits To Broad Objectives, Except In Sales Support
  • AR Thinks It Achieves Most Non-Sales Objectives
  • Recommendations

  • Emulate AR's Successes, And Avoid Its Failures
  • Supplemental Material
  • Related Research Documents

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