Trends Report

Creating, Keeping, And Losing Industry Analyst Mindshare

June 17th, 2016
With contributors:
Peter O'Neill , Matthew Camuso , Merlina McGovern

Summary

Analyst mindshare sounds like a great advantage to a vendor, but many analyst relations (AR) teams are uncertain about what it means, how to create and maintain it, or even what might steal it from them. Forrester has introduced a definition that shows how to drive analyst commitment, trust, and a sense of mutual interest and purpose all by carefully shaping the use of analyst time and incorporating collaborative activities into AR programs. Also addressed is the role of influence on analysts’ perception of vendor offerings, a topic AR teams so often place too much focus on today.

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