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For sales and GTM leaders

Where AR affects the deal.

Shortlists, third-party evidence and buyer confidence.

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The issue

Sales feels the consequences of weak market understanding.

When analysts cannot place the company, buyers struggle too. The result appears in shortlists, competitive conversations, procurement confidence and the evidence sales teams can activate.

You may recognise this

  • The company is absent from the research buyers use to build shortlists.
  • Sales lacks credible third-party evidence for competitive conversations.
  • Marketing claims are not reinforced by trusted market voices.

Choose your starting point

Skip what you already know.

Select the level that best describes you. We will point you towards the useful material and leave out the rest.

01New to AR

Foundation

Start with how analyst influence reaches buyers.

Understand where AR affects shortlists, confidence and market perception—and why it should not be treated as another demand-generation channel.

Why Analyst Relations Read the AR MythBusters Read the AR FAQ
02I understand the basics

Diagnosis

Connect analyst influence to actual GTM friction.

Identify where external understanding, proof, evaluations or sales activation are limiting the company—and whether AR is the right intervention.

Take the AR Readiness Check Review AR Support Explore AR Workshops
03I know what I need

Decision

Move to the operating or alignment decision.

Review the programme model, align the leadership team or speak directly with Kea about the specific commercial problem you need AR to help solve.

Review AR-as-a-Service Explore AR Workshops Talk to Kea

What good looks like

Make progress where it matters.

  1. 01

    Market understanding

    Better external understanding of the company and category.

  2. 02

    Evidence for deals

    Analyst-derived evidence that can be activated responsibly in deals.

  3. 03

    GTM alignment

    Clearer alignment between market influence and GTM priorities.

Make the next conversation useful

Eight questions. A clearer next step.

Bring sales, marketing and the AR owner into the eight-question check. Compare what buyers actually use with the evidence you can provide, then agree where analyst engagement can support the commercial plan.

Take the eight-question check

Is now the right time?

The check covers analyst relevance, market evidence, organisational readiness and strategic commitment. Use it to guide a discussion about the right next step.

See the eight questions
  1. Do recognised analyst firms actively cover the market category you sell into?
  2. Do enterprise or mid-market buyers use analysts when evaluating solutions like yours?
  3. Can you support your market story with evidence analysts can test?
  4. Can your leadership explain the market problem, your category and what makes you different?
  5. Will senior product, technology and business leaders engage directly with analysts?
  6. Will your business use analyst insight even when it challenges internal assumptions?
  7. Are you prepared to run Analyst Relations consistently for at least 12 months?
  8. What would make Analyst Relations successful for your business?

What Kea does

How would you like to work with Kea?

01

AR-as-a-Service

Need someone to run AR? Kea manages the programme — priorities, briefings, evaluations, follow-up and reporting.

Explore AR-as-a-Service 02

AR Workshops

Need clarity before you start? Bring the team together to align positioning, assess readiness or prepare for an evaluation.

Explore AR Workshops 03

AR Support

Already have an internal AR team? Add senior support for priorities, briefings, evaluations and periods of peak demand.

Explore AR Support 04

Peer Review Program

Turn customer reviews into managed evidence for buyers, analysts, sales and AI — across the platforms that matter.

Explore Peer Review

Your next step

Talk through your next step.

Bring the market question, the evidence you have and the decision you need to make. We will help you identify the right scope and support.

Talk to Kea