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• Report AR Must Evaluate Performance Much Better Through KPIs

  May 1, 2020 | Kevin Lucas

  Industry analyst relations (AR) teams prove their value to business management with performance metrics. So these metrics work best if they measure achievement of AR's formal objectives. Because...

• Report Envision Professional Industry Analyst Relations

  Vision: The Industry Analyst Relations Playbook

  December 31, 2019 | 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...

• Report Blaze A New Path To Successful AR

  Roadmap: The Industry Analyst Relations Playbook

  December 12, 2019 | Kevin Lucas

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

• 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 Target Industry Analyst Relations With Achievable Metrics

  Benchmarks: The Industry Analyst Relations Playbook

  December 9, 2019 | Kevin Lucas

  Myriad options puzzle industry analyst relations (AR) as it tries to measure the value it brings to high-tech vendors and to deliver consistently against related targets. A Forrester trends survey...

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

  Business Case: The Industry Analyst Relations Playbook

  November 21, 2019 | 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...

• Report Understand AR's Beneficiary Landscape

  Landscape: The Industry Analyst Relations Playbook

  November 19, 2019 | 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...

• Report Showcasing Analyst Relations' Business Value Through Six-Cell Solutions

  Deploy Beneficiary-Centric AR Business Value Descriptions

  November 7, 2019 | Kevin Lucas

  Analyst relations (AR) leaders struggle to articulate business value to beneficiaries. Their day job focuses so much on reaching an intermediate waypoint — influence over analysts — that they...

• Report Extend Analyst Value Within Earn-Side AR Programs

  November 6, 2019 | Kevin Lucas

  Each analyst has a natural influence level for a vendor — a degree to which the analyst productively influences the market in some way that brings the vendor benefit. For many vendors, this is the...

• Report Disentangle AR Return From AR Investment

  November 6, 2019 | Kevin Lucas

  Analyst relations (AR) programs confuse investment in AR — like briefings — with a return on that investment. They treat intermediate milestones — like report mentions — as if they were more...

• Report Assess Analyst Relations Professional Excellence

  Assessment: The Industry Analyst Relations Playbook

  March 20, 2019 | Kevin Lucas

  How do you compare with first-class industry analyst relations (AR) professionals running first-class AR programs? What more do you need to learn and implement to join them? We determined five...

• Report Maximize Business And Career Value From Industry Analyst Relations

  Executive Overview: The Industry Analyst Relations Playbook

  March 20, 2019 | 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...

• Report When Analyst Relations Milestones Count More Than KPIs

  March 20, 2019 | Kevin Lucas

  Executives often expect analyst relations (AR) managers to define, track, and report AR's progress through key performance indicators (KPIs). But sometimes meaningful KPIs aren't available, and AR...

• Report Assess The Core Of Your Industry Analyst Relations Program

  Introducing The Forrester Core Analyst Relations Scorecard

  March 4, 2019 | 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...

• Report Forge Valuable AR Programs With FIAR

  Strategic Plan: The Industry Analyst Relations Playbook

  March 1, 2019 | 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...

• Report Professional Industry Analyst Relations Measurement

  Performance Management: The Industry Analyst Relations Playbook

  February 21, 2019 | 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...

• Report Industry Analyst Relations And Influence

  Influence: The Industry Analyst Relations Playbook

  December 6, 2018 | 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...

• 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 Pragmatic Examples Of KPI Construction Within Industry Analyst Relations

  August 16, 2018 | Kevin Lucas

  Analyst relations (AR) managers have neither time nor inclination to learn departmental performance methodologies. But they must still prove to executives that they're performing well and...