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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report AR's Graveyard: Unmet Sales Commitments

    August 4, 2020 | Kevin Lucas

    The proportion of industry analyst relations (AR) people who commit to supporting sales among all AR people whom we survey has barely reached 50% since 2007. And AR's not improving enough either —...

  • Report Direct Industry Analyst Relations Toward Achievable Objectives

    Supporting Sales Is The Hardest Challenge For AR
    December 9, 2019 | Kevin Lucas

    A bewildering array of options besets industry analyst relations (AR) as it tries to identify the value it can bring to a high-tech supplier. A Forrester trends survey shows that AR teams usually...

  • Report Predictions 2019: Customer Service And Sales

    Invest In Humans In 2019, As Chatbot Backlash Will Emerge
    November 8, 2018 | Daniel Hong, Tom Kaneshige, Ian Jacobs

    The promises of AI have yet to make a material impact in customer service and sales. Companies cannot simply replace employees with AI-driven software, as customers and markets are becoming far...

  • Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    October 31, 2018 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • Report Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement
    October 25, 2018 | Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human...