AR evaluation’s growing focus on competitors and outcomes

Since our December survey we’ve seen increasing numbers of AR teams trying to move away from tracking their own efforts and trying to see how they are moving relative to their competitors. In the recession mood which still influences many buyers, analysts continue to play a market-shaping role. Clients, not technologies, are increasingly at the […]

Duncan Chapple | June 29th, 2009 | Continued

Four steps to successful spoken word audits

“You can’t manage what you can’t measure,” so corporate management always wants to measure analyst relations. It’s easy to count briefings and such, but that misses the point. One should measure results, not effort. The result you want, of course, is a shift in your favor (or favour, for the Brits reading this) in analyst […]

Efrem Mallach | June 3rd, 2009 | Continued

Forrester’s IT Forum will be a test of client satisfaction

What a difference a year makes. In 2008 Forrester was the winner of the Analyst Firm of the Year award. However, since then we’ve seen a different tone to the conversation about Forrester: while praise for Forrester’s analysts continues, vendors’ dissatisfaction with the firm seems to be rising, especially in Europe.

Editorial | May 30th, 2009 | Continued

Go with the grain: Why AR needs to fit Forrester’s imperatives

AR managers need to quit whining about Forrester’s role based research. To make progress, start speaking about the success imperatives its role-based research is founded on. It’s been more than two years since Forrester started the series of focus groups that identified the success imperatives. They gathered together people in each of the roles that […]

Duncan Chapple | May 13th, 2009 | Continued

You’re either interesting or you’re not: Don’t pay analysts for briefings

In one scene of ‘What Women Want‘, a recovering chauvinist advises a colleague about her relationship: “I mean, you’re either interesting or you’re not. Ask him to decide.” The same dilemma, and same guidance, faces managers who invite analysts to briefing events and get invoices in return. AR professionals need to push back against firms […]

Duncan Chapple | May 4th, 2009 | Continued

About Lighthouse

For over ten years Lighthouse has been helping the world’s leading technology product and services providers to build brand equity and increase sales through increasing the effectiveness of their analyst relations activities. Our action research method, IDEAL, is based on ten years of measurable, international success during which we have become the only AR consultancy […]