Trends Report

Fragile AR Teams Must Support Business Goals To Survive, Let Alone Grow

AR’s Circumstances And Successes Through The Lens Of Team Size

June 6th, 2022
PJ Carter, Senior Analyst
PJ Carter Senior Analyst
Kevin Lucas, Principal Analyst
Kevin Lucas Principal Analyst
With contributors:
Caroline Robertson , David Morrison , Kara Hartig

Summary

Bigger industry analyst relations (AR) teams can undertake more work, but AR must also use skillful management to deliver clear business benefit. In a recent Forrester survey, teams of three to five achieved their objectives more often than teams of two or fewer and generally outperformed teams of more than five. Meanwhile, single-person teams, which comprise more than half of global teams and more than two-thirds of regional teams, risk AR’s survival if the AR manager leaves the company. AR managers must understand how to align staffing claims with achievable expectations. Single-person teams must also augment these claims with continuity plans.

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