Foundations
What is analyst relations, and why does it matter?
Use these pages when the internal question is still about relevance, value, buyer influence or where AR fits.
Practical analyst relations guidance
Kea AR Knowledge Map
Find practical guidance on starting AR, building buyer confidence, improving analyst engagement and measuring progress.
Start with the question you are trying to answer.
Find an explanation, a practical tool or the right type of support for the decision in front of you.
Programme
How do we build or improve an AR programme?
Use these when the question moves from understanding AR to operating it properly.
Commercial
What help can we buy from Kea?
Choose the right help: a workshop, targeted AR support, a full AR programme or a managed peer review programme.
Customer evidence
What does working with Kea look like in practice?
Explore the challenges our customers faced, the work we did together and what changed.
Explore by situation.
Choose the situation that best describes your company and follow the suggested reading.
We are early and need to start well.
For founders, CMOs and product marketers who know analysts matter but do not yet have a proper programme.
Our market story is not landing.
For teams struggling with positioning, buyer trust, analyst feedback or AI-readable market narratives.
We need evidence for budget or leadership.
For teams trying to explain AR impact internally and link influence to commercial outcomes.
We need experienced support on a live priority.
For a defined evaluation, briefing cycle or market priority where the internal team needs experienced additional capacity.
Understand the discipline.
Explore the main areas of analyst relations, from understanding the discipline to running an effective programme.
- Analyst relations foundationsDefinitions, myths, value, buyer influence and the role of analysts in B2B technology markets.
- Analyst engagementBriefings, inquiries, analyst targeting, follow-up discipline and relationship development.
- Analyst evaluationsMagic Quadrants, Forrester Waves, IDC MarketScapes and the operational reality behind them.
- Market story and positioningHow companies make their category, message and evidence understandable to analysts, buyers and AI systems.
- AR operationsCadence, planning, CRM hygiene, briefing notes, internal alignment and programme measurement.
- Kea services and supportWhen to use a managed AR programme, targeted support or practical tools.
Further reading by topic.
Choose the question closest to your current priority.
Understand analyst evaluations
Read Magic Quadrants, Forrester Waves and IDC MarketScapes with a clear view of inclusion, your role and the actions to take before and after an evaluation.
Clarify positioning and commercial relationships
Help buyers place your company and use relationship context to start relevant conversations.
Understand AI discovery and reputation
Examine how market evidence becomes an AI answer and what leadership teams can improve.
Start an AR programme
Assess readiness, focus limited resources and prepare for informed scrutiny.
Build visibility and buyer confidence
Connect your product story, evidence and sales priorities with how buyers assess vendors.
Great Products Don’t Sell Themselves: How Analyst Relations Gets Your Company on the ShortlistDon’t Wait to Be Discovered: A Wake-up Call for Technology VendorsBeyond the First Customers: Aligning Product, Marketing and Sales Through ARBuilding Buyer Confidence: How Analyst Relations Supports Larger DealsYour Buyer Is Already Building the Shortlist. Is Sales Asking How?Sales Is What You Say About Yourself. Analyst Relations Is What the Market Says About You.Equipping Sales for the Magic Quadrant“The analyst is blocking the deal.” Verify the claim first.
Improve analyst engagement
Prepare more useful conversations and adapt your programme to the analyst ecosystem.
Prepare for Magic Quadrants
Set a balanced evaluation strategy, prepare credible evidence and sustain progress beyond publication.
Measure the quality of AR
Put briefing outcomes in context and distinguish useful progress from activity counts.