Best Practice Report

AR’s Graveyard: Unmet Sales Commitments

January 6th, 2022
With contributors:
Laura Koetzle , Matthew Flug , Caroline Robertson , Meredith Cain , David Morrison , Miriam ElKorchi , Jennifer Zhang , Kara Hartig , Merlina McGovern


The proportion of industry analyst relations (AR) people who commit to supporting sales among all AR people whom we survey has barely reached 50% since 2007. And AR’s not improving enough either — it’s performed poorly since 2007 too. AR teams, especially those with small budgets or one person, should understand the failure risks and their ability to overcome them before deciding whether to focus on supporting sales.

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