Best Practice Report

Corporate Communications And The CMO Offer AR The Greatest Chance To Succeed

AR's Circumstances And Successes Through The Lens Of Reporting Line

May 16th, 2008
Kevin Lucas, Principal Analyst
Kevin Lucas Principal Analyst
With contributors:
Eric G. Brown , Robert Muhlhausen

Summary

Although most analyst relations (AR) teams report through corporate communications or the chief marketing officer (CMO), many drift aimlessly before they get there. Along the way, other bosses exert their self-interest and expect a greater contribution to sales — even though this is very tough in practice. AR managers can simplify their tenure and maximize the chances of personal success by assessing the pros and cons of each reporting line option and migrating AR to either corporate communications or the CMO in a controlled fashion. Once there, they'll find less pressure to deliver sales contribution, which need not mean they avoid it altogether; instead, they can choose the best time to over-deliver against easier targets.

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