What Really Happens In Industry Analyst Briefings?

March 4th, 2024

With contributors:

Pascal Matzke , Robert Muhlhausen , Eric G. Brown , Luca Lo Scavo , Ellen Lind

Summary

Although briefings are a staple of industry analyst relations (AR) programs, most vendors focus on the agenda and collateral without sufficient regard for the preparation and controls needed to manage the messiness inherent in real briefings. To help AR managers understand what really happens in briefings, Forrester tracked 25 briefings minute by minute to produce visual maps of the conversation flow, and we present lessons from five of these briefings in this report. By using the same tool Forrester used, you can track your own briefings and feed the results into your spokesperson training and briefing preparation.

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