Trends Report

Industry Analyst Relations And Influence

January 26th, 2021
With contributors:
Matthew Flug , Caroline Robertson , Kara Hartig

Summary

Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So, AR must manage two forms of success: influence by vendors over analysts and influence by analysts over marketplace players. The first is hard; analysts want to remain uninfluenced. And AR frequently forgets the second entirely. This report shows how, instead of sparse programs of vendor/analyst interaction, AR must mix influence techniques to ensure that both forms of influence generate valuable changes in the behavior of the wider market.

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