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  • Kevin Lucas

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  • For Analyst Relations Professionals

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    Report Forrester's Core Industry Analyst Relations Scorecard

    December 6, 2017 | Kevin Lucas

    This self-assessment tool helps analyst relations (AR) managers review their current AR industry programs, analyze program weaknesses, and identify what they need to change. In combination with the...

  • For Analyst Relations Professionals

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    Report Assess The Core Of Your Industry Analyst Relations Program

    Assessment: The Industry Analyst Relations Playbook
    December 6, 2017 | Kevin Lucas

    Analyst relations (AR) managers get very little time to assess their AR programs because they're so busy executing on the next urgent priority. To help, Forrester has distilled AR best practices...

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    Report Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook
    December 5, 2017 | Kevin Lucas

    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...

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    Report Envision Professional Industry Analyst Relations

    Vision: The Industry Analyst Relations Playbook
    December 1, 2017 | Kevin Lucas

    What are the attributes of a first-class industry analyst relations (AR) professional running a first-class AR program? In this report, we visualize the peak of your profession by showing how...

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    Report Forge Valuable AR Programs With FIAR

    Strategic Plan: The Industry Analyst Relations Playbook
    August 17, 2017 | Kevin Lucas

    Analyst relations (AR) managers need to know how to prove the value of their AR programs. Unfortunately, many struggle because they didn't build plans to deliver business value, and they now rely...

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    Report Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook
    August 3, 2017 | Kevin Lucas

    It's one thing to know how to plan an analyst relations (AR) program in theory, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have different...

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    Report Choose The Optimal Type Of AR Program To Drive Your Firm's Business Results

    Business Case: The Industry Analyst Relations Playbook
    August 2, 2017 | Kevin Lucas

    Analyst relations (AR) novices think that there's a one-size-fits-all AR program that they can copy. For example, if they're short on money, staff, and knowledge, churning out a briefing program to...

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    Report Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook
    May 17, 2017 | Kevin Lucas

    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...

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    Report Maximize Business And Career Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook
    May 2, 2017 | Kevin Lucas

    Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to...

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    Report Professional Industry Analyst Relations Measurement

    Performance Management: The Industry Analyst Relations Playbook
    March 3, 2017 | Kevin Lucas

    Professional measurement is an integral part of fully professional industry analyst relations (AR); it is not optional. But AR managers get confused about who the measurements are for as well as...

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    Report Forrester's Scorecard For AR And Direct Sales

    February 28, 2017 | Kevin Lucas

    This self-assessment tool helps you review your current ability to support your company’s direct sales operation via your industry analyst relations (AR) program, analyze its weaknesses, and...

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    Report Industry Analyst Relations And Sales Support

    Sales Support: The Industry Analyst Relations Playbook
    February 28, 2017 | Kevin Lucas

    Industry analyst relations (AR) teams struggle to create and demonstrate their value to sales. Forrester has distilled AR best practices for support of a vendor's direct sales processes and...

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    Report Educate AR's Personnel

    February 23, 2017 | Kevin Lucas

    Analyst relations (AR) managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert...

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    Report Organize And Educate AR's Spokespeople

    February 23, 2017 | Kevin Lucas

    Analyst relations (AR) influence programs rely on a double act between the AR professionals and the spokespeople who front a variety of engagements with the analysts. This report lists the skills...

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    Report Organize AR's Personnel Around Desired Business Value

    Organization: The Industry Analyst Relations Playbook
    December 22, 2016 | Kevin Lucas

    Once industry analyst relations (AR) departments break out of single-person mode, AR managers must assign responsibilities across the team optimally and manage team member performance against them....

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    Report Industry Analyst Relations And Insight

    Insight: The Industry Analyst Relations Playbook
    November 28, 2016 | Kevin Lucas

    Insight is analyst relations' (AR's) forgotten child, usually coming second to influence. Yet AR spends more on insight than on influence, and analysts think insight is what they exist to deliver....

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    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
    August 25, 2016 | 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...

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    Report Creating, Keeping, And Losing Industry Analyst Mindshare

    June 17, 2016 | Kevin Lucas

    Analyst mindshare sounds like a great advantage to a vendor, but many analyst relations (AR) teams are uncertain about what it means, how to create and maintain it, or even what might steal it from...

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    Report Direct Industry Analyst Relations Toward Achievable Objectives

    Supporting Sales Is The Hardest Challenge For AR
    April 4, 2016 | 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 professionals...

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    Report Target Industry Analyst Relations With Achievable Metrics

    Benchmarks: The Industry Analyst Relations Playbook
    March 31, 2016 | Kevin Lucas

    Myriad options puzzle industry analyst relations (AR) professionals as they try to measure the value they bring to high-tech vendors and to deliver consistently against related targets. A Forrester...

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    Report AR's Graveyard: Unmet Sales Commitments

    January 29, 2016 | Kevin Lucas

    The proportion of industry analyst relations (AR) people we survey and who commit to supporting sales has never been above 50% since 2007. And AR's not improving enough — it's performed poorly...

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    Report Fuel Executive Commitment To AR Through Value-Driven Progress Reports

    September 17, 2015 | Kevin Lucas

    Once your executives agree to back an analyst relations (AR) plan, they need regular reports that expose the value AR is delivering. AR managers therefore need to know who to report progress to, in...

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    Report Secure Your Career With A Personal Analyst Relations Portfolio

    April 22, 2015 | Kevin Lucas

    Constant business change means that analyst relations (AR) pros' career trajectories can change swiftly — in either positive or negative directions. In this report, Forrester outlines the best way...

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    Report Influence Deeply By Mapping Your Company Onto Analyst Models

    February 27, 2015 | Kevin Lucas

    Many industry analysts in large or highly specialized firms use models in the form of diagrams, categories, structured descriptions, and vocabularies to describe, evaluate, and recommend vendor...

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    Report Apply The Three Useful Archetypes Of Industry Analysts To Optimize Your AR Program

    October 1, 2014 | Kevin Lucas

    While industry analyst relations (AR) professionals may feel as if every analyst poses a unique challenge, Forrester provides a model with which AR teams can classify analysts into three useful...