Positioning
The old story persists.
Your business changes faster than external opinion. Kea brings product progress and customer evidence to relevant analysts.
For CMOs and marketing leaders
Your brand can be visible and still be misunderstood.
You can invest in reach, positioning and demand. But when buyers consult independent analysts, do they recognise the company you are building? Kea helps close that gap.
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The issue
You cannot manage market perception through campaigns alone.
You own positioning and marketing investment. Yet buyers and analysts may still see last year’s business, put you in the wrong category or challenge the evidence behind your claims. Analyst Relations builds informed, independent understanding that marketing alone cannot buy.
You may recognise this
- The category story is clear internally but inconsistent outside the company.
- Executives want stronger influence with Gartner, Forrester, IDC or specialist firms.
- You need an AR model that connects reputation to buyer and commercial priorities.
The marketing challenge
Three gaps another campaign cannot close.
Analyst Relations should reinforce your positioning and commercial priorities—not become an isolated activity to manage.
Credibility
Reach is not trust.
Marketing creates awareness. Kea builds informed analyst understanding through sustained engagement, not purchased endorsements.
Execution
A strategy needs owners.
Briefings, evaluations and executive preparation need discipline. Kea can operate your programme or support your existing team.
Customer evidence · NetWitness
Rebuild the market's understanding.
NetWitness needed analysts to understand its current enterprise security proposition. Kea supported positioning, sustained engagement and a return to important research evaluations.
Read the NetWitness customer story ↗How Kea helps
Choose the operating model, not another campaign.
Full programme
AR-as-a-Service
Kea runs the analyst programme. Your leadership sets the direction and makes the product and market decisions; Marketing helps put the resulting evidence to work.
Explore the programme → Leadership alignmentAR Workshops
Align marketing, product and executives on the category story, evidence gaps and priorities.
Explore workshops → Existing teamAR Support
Add senior capacity for evaluations and briefings without handing over AR ownership.
Explore AR Support →Make the budget accountable
Measure more than meetings.
Track relevant analyst engagement, changes in market understanding, research opportunities and credible evidence sales can use. Connect learning to business decisions; do not claim pipeline attribution you cannot substantiate.
Bring the right people in
Worth sending to your CEO or AR owner?
Pass this on through your email client. You choose who receives it, review the message and send it yourself. Kea collects no email address.
Internal conversation
“Our analyst strategy should support where we want the market to place us. Worth reviewing whether our approach is enough?”
Open a ready-to-send email ↗No address collected. Nothing is sent by Kea.Your next step
Tell us what the market is getting wrong.
Bring your positioning challenge, research deadline or capacity gap. We will assess whether an ongoing programme, workshop or targeted support is the right response.
Talk to Kea