Report

Direct Industry Analyst Relations Toward Achievable Objectives

Supporting Sales Is The Hardest Challenge For AR

November 12th, 2021
With contributors:
Caroline Robertson, David Morrison, Miriam ElKorchi, Kara Hartig

Summary

A bewildering array of options besets industry analyst relations (AR) as it tries to identify the value it can bring to a high-tech supplier. A Forrester trends survey shows that AR teams usually achieve activity-based objectives, are weaker when they express their objectives as benefits, and perform poorly against the sales objectives that we assessed. AR should augment its understanding of relevant and important objectives by recognizing which are achievable and which carry high risk of failure.

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