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For Analyst Relations Professionals

Industry Analyst Relations And Influence

Influence: The Industry Analyst Relations Playbook

December 6, 2018

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This is the Influence report in The Industry Analyst Relations Playbook For 2019.

Why Read This Report

Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and influence by analysts over marketplace players. The first is hard; analysts want to remain uninfluenced. And AR frequently forgets the second entirely. This report shows how, instead of sparse programs of vendor/analyst interaction, AR must mix influence techniques to ensure that both forms of influence generate valuable changes in the behavior of the wider market. 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

  • Value Depends On Two Forms Of Influence — Not Just One
  • AR Influences Analysts Naively
  • How Can You Extend Your Firm's Influence Over Analysts?
  • Category 1: Techniques AR Should Use To Influence Analysts
  • Category 2: Activities Where AR Uses Influence-Over-Analyst Technique
  • AR Manages Analysts' Influence Over The Marketplace Poorly, If At All
  • How You Can Extend Analysts' Influence Over The Marketplace
  • Category A: Techniques For Managing Influence By Analysts
  • Category B: Activities Where AR Uses Influence-By-Analyst Technique
  • Combining The Two Forms Of Influence To Generate Value
  • Recommendations

  • Influence As If Your Career Depends On It — Because It Probably Does
  • Related Research Documents

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