Best Practice Report

Disentangle AR Return From AR Investment

November 6th, 2019
With contributors:
Caroline Robertson , Meredith Cain , Jacob Basseches , Kara Hartig

Summary

Analyst relations (AR) programs confuse investment in AR — like briefings — with a return on that investment. They treat intermediate milestones — like report mentions — as if they were more important than changing buyer behavior productively. Consequently, AR more commonly measures investment than a business return on that investment. This report shows how to put investment back into its secondary place and target key performance indicators (KPIs) that measure delivered business value instead.

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