Understand AR’s Beneficiary Landscape

December 31st, 2021

With contributors:

Caroline Robertson , Meredith Cain , Matthew Flug , 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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.