When even hyper-successful companies like AWS invest in dedicated analyst and advisor relations management although they seem to dominate their markets anyway, it suggests they realize much more value in AR than ‘only’ to position high in an industry report.
Even small innovative businesses seek to engage regularly with the likes of Gartner, Forrester, IDC or with boutique analyst firms, although they may be far from making it ‘onto’ a flagship MQ or Wave or Marketscape report. Why do they prioritise time and money to AR?
Because it pays unique dividends that are harder to achieve otherwise.
This article aims to explain AR results in the context of the business functions that it supports and based on years of hands-on experience. Continue Reading →