Charter Report

Understand AR’s Beneficiary Landscape

December 31st, 2021
With contributors:
Matthew Flug , Caroline Robertson , Meredith Cain , Jennifer Zhang , David Morrison , Kara Hartig

Summary

Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their needs, resulting in unnecessarily weak programs of low internal credibility. Instead, you should design AR programs that deliver maximal support to the top issues, and in particular, you should not just assume that AR can only support marketers or your corporate communications colleagues. So here we review the broad landscape of potential vendor beneficiaries, exploring how AR pros can learn to support them maximally and illuminating the findings with examples of AR’s support to a direct sales team.

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