Trends Report

AR Budget Buys Scale, Not Opinion

AR’s Circumstances And Successes Through The Lens Of Budget

April 7th, 2022
Kevin Lucas, Principal Analyst
Kevin Lucas Principal Analyst
PJ Carter, Senior Analyst
PJ Carter Senior Analyst
With contributors:
Caroline Robertson , David Morrison , Ellen Lind

Summary

If money bought analyst influence, industry analyst relations (AR) would simply buy it. But, as Forrester’s June 2021 Global AR Objectives And Metrics Survey shows, AR isn’t that simple. For example, higher budgets don’t correspond to improved analyst evaluations leadership or better management of analysts in sales deals. AR teams must understand how budget does and doesn’t help them achieve their aims, and construct funding claims with realistic expectations based on delivered business value.

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