IIAR> Thought Leadership

IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?

• Date : November 2021
• Blog post
• Link to PDF for IIAR> members
• Author:
  • Ludovic Leforestier (@lludovic, LinkedIn)

IIAR> Primer: What is the Analyst Relations (AR) role and the AR job description?

• Date: August 2021
• Blog post
• Direct link to PDF – public
• Online version
• Authors:
  • Ludovic Leforestier (@lludovic, LinkedIn)
  • Trish Valladares (LinkedIn)

IIAR> Primer: Future Shock: The Coming State of Analyst Relations

• Date: October 2019
• Blog post
• Link to PDF for IIAR> members
• Authors:
  • Gerry Van Zandt (LinkedIn, @gerryvz)
  • Ludovic Leforestier (@lludovic, LinkedIn)

IIAR> Primer: Analyst Relations and Industry Analysts – The 7+7+7  Golden Rules of Engagement

• Date: August 2014
• Blog post
• Link to PDF for IIAR members
• Direct link to PDF – public
• Link to the paper on Academia
• Authors:
  • Ludovic Leforestier (@lludovic, LinkedIn)
  • Caroline Dennington (@CDennington,Linkedin)

IIAR> Primer: Who are industry analysts and what do they do?

• August 2013
• Blog post
• Link to PDF for IIAR> members
• Direct link to PDF – public
• Authors:
  • Caroline Dennington (@CDennington, Linkedin)
  • Ludovic Leforestier (@lludovic, LinkedIn)

IIAR> Best Practices Papers

One of the IIAR> core missions is gathering and sharing analyst relations best practices. The IIAR> Best Practice Papers is the authoritative library of professional knowledge, authored by AR practitioners and for AR practitioners, on the whole range of analyst relations topics and processes that are of interest to its members. Papers may be donated by service providers and members, or commissioned by IIAR>. The IIAR> is a professional trade association, independent from commercial interests including with analyst firms. The reports are designed to highlight the experts and share best practice for particular AR topics. Membership is required to access those papers (see link to the Members area above).

IIAR> Best Practice Paper : The 30-60-90-Day AR Plan

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Ludovic Leforestier (@lludovic, LinkedIn), Noelle Shipley (@noeyshipley, Linkedin), Robin Schaffer (LinkedIn, @robinjs19) , Jochen Wolf and Chris Germann.

IIAR> Best Practice Paper: Working with Peer Review Sites
– Strategy and Best Practices for AR Leaders

• Blog post
• Link to the PDF on the IIAR> Members portal: IIAR> Best Practice Paper: Working with Peer Review Sites – Strategy and Best Practices for AR Leaders
• IIAR> Best Practice Webinar: Working with Peer Review Sites – Strategy and Best Practices for AR Leaders > The full recording of this webinar is available to Members on the IIAR> Members video library.
• IIAR> Webinar: Discussion Group – Peer Reviews
• IIAR> Webinar: Peer Review Firm Update – G2
• IIAR> Webinar: Peer Review Firm Update – TrustRadius
• IIAR> Best Practices Webinar: Peer Review Websites
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Ludovic Leforestier (@lludovic, LinkedIn), Noelle Shipley (@noeyshipley, Linkedin) and Robin Schaffer (LinkedIn, @robinjs19)

IIAR> Best Practices Paper: Engage the right audience, using analyst tiering

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Ludovic Leforestier (@lludovic, LinkedIn), Noelle Shipley (@noeyshipley, Linkedin) and Robin Schaffer (LinkedIn, @robinjs19)

IIAR> Best Practices Paper: running and leveraging analyst inquiries

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).  

IIAR> Best Practices Paper: Best Practices Paper:  Delivering AR Programmatically with Campaigns

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
•  Authors: Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).  

IIAR> Best Practices Paper: Best Practices Paper: Running an industry analyst briefing

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).  

IIAR> Best Practices Paper: Building an effective AR plan to align analysts with your business goals

• Blog post
• Link to PDF for IIAR> Members,
• Webinar recording for IIAR> Members
• link to AR plan template for IIAR> members
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Robin Schaffer (LinkedIn, @robinjs19) and Ludovic Leforestier (@lludovic, LinkedIn).  

IIAR> Best Practices Paper: Scaling AR Reach – Connecting with the Long Tail is a Must for Your Influencer Strategy

• Blog post
• Link to PDF for IIAR> Members
• Authors: Katie Webb (LinkedIn, @katiewebb) and Ludovic Leforestier(@lludovic, LinkedIn)

IIAR> Best Practices Paper: The AR Compass

• Blog post
• Link to PDF for IIAR> Members only
• Slideshare presentation -public
• Authors: Charmaine Chan (@CharmaineChan, LinkedIn), Ludovic Leforestier (@lludovic, LinkedIn)

IIAR> Best Practices Paper: Using Analyst Advisory Sessions to Increase Market Advantage

• Blog post
• Link to PDF for IIAR> Members
• Webinar recording for IIAR> Members
• Webinar presentation (PDF)
• Authors: Sarita Kincaid (LinkedIn, @saritakAR), Ludovic Leforestier (@lludovic, LinkedIn), Robin Schaffer (LinkedIn, @robinjs19) and Noelle Shipley (@noeyshipley, Linkedin)

IIAR> Viewpoints

The IIAR> Viewpoints are abstracted notes from our monthly calls on topical subjects. Membership is required to access those papers (see link to the Members area above).

IIAR> Viewpoints: Impact of AI on AR: A Professional Perspective

• Date : November 2025
• Blog post
• Link to PDF for IIAR> members
• Moderators / Contributors: Anja Steinmann / (LinkedIn, @AnjaSteinmann) , Ludovic Leforestier (@lludovic, LinkedIn) / IIAR> Board Member and Founder Starsight, Noelle Shipley / Independent AR professional (LinkedIn), Robin Schaffer / Principal AR Consultant, Schaffer AR (LinkedIn), Sarita Kincaid / Senior Director, Analyst Relations, SugarCRM (LinkedIn)

IIAR> Viewpoint – London AR Forum

• Date : July 2025
• Blog post
• Link to PDF for IIAR> members
• Writer / Contributors : Julia Renalds / IIAR> Community Manager (LinkedIn) Ludovic Leforestier (@lludovic, LinkedIn) ,Aaron Cooper / Computacenter, Alexia O’Sullivan / Capgemini, Alexia O’Sullivan / Capgemini, Aniruddho Mukherjee / AWS, Anja Steinmann / Atos, Antonella Crimi / Unit4, Anurag Singhal / BMC Software, Ashutosh Dikshit / Amdocs, Atrayee Das / Metia, Avinash Murthy / AWS, Bill Reed / NarrativeWorx, Ed Gyurko / Independent AR Pro / Global Advisor & Analyst Relations, Jaydeep Mody / ISG, ulie Watson / Zoho, Madhurima Deb / Starsight Communications, Martin Phelps / Sage, Michael Rennett / SUSE, Melanie Humphries / Horizon Seven, Terezia Batovska / Shopware.

IIAR> Viewpoints: AR Forum

• Date : June 2024
• Blog post
• Link to PDF for IIAR> members
• Moderators / Contributors : Nathan Herrman / Analyst Relations Manager, Cradlepoint , Antonella Crimi / Global Head of Analyst Relations, Unit4 ,Rachel Kaltenbach / Global Analyst Relations Director, Veeam, Christopher Manfredi / Global Analyst Relations Director, Sprout Social, Inc., Susan Peters / Analyst Relations Director, SUSE, Michael Rennett / Director of Analyst Relations at Dell Technologies, Arkadiusz Wolinski / Head of Intent-Based Market Analytics & Industry Analyst Relations at Colt.

IIAR> Viewpoints: GenAI for Analyst Relations

• Date : June 2024
• Blog post
• Link to PDF for IIAR> members
• Moderators / Contributors : Susan Peters / Director, Analyst Relations at SUSE LLC (LinkedIn)., Nathan Herrman / AR Manager, Cradlepoint, part of Ericsson (LinkedIn), Rachel Kaltenbach / Director, Global Analyst Relations, Veeam (LinkedIn) , Christopher Manfredi / Global Analyst Relations Director, Sprout Social (LinkedIn)

IIAR> Viewpoints: Getting the maximum value from your Gartner subscription

• Date : October 2023
• IIAR> Viewpoints: Getting the maximum value from your Gartner subscription
• Blog post
• Link to PDF for IIAR> members
• Moderators / Contributors : Gerry Van Zandt (LinkedIn, @gerryvz), Julian

IIAR> Viewpoints: Forrester April 2023 price increases

• Date : April 2023
• Blog post
• Link to PDF for IIAR> members
• IIAR> Viewpoint: Forrester April 2023 price increases

IIAR> Viewpoints: Leverage your AR programme for marketing enablement

• Date : March 2022
• Blog post
• Link to PDF for IIAR> members
• Call moderators:  Anja Steinmann / (LinkedIn, @AnjaSteinmann) and Yvonne Kaupp (Linkedin, @YveKaupp).  

IIAR> Viewpoints: Using analysts and third-party advisors to create thought leadership content

• Date : October 2022
• Link to PDF for IIAR> members
• Call moderators: Chris Holscher (@holscher_one, LinkedIn), Ed Gyurko (@edgyurko, LinkedIn), Cassandra Allen (LinkedIn)
  

IIAR> Viewpoints: AR as spokespeople

• Date : January 2023
• Blog post
• Link to PDF for IIAR> members
• Call moderators: Chris Holscher (@holscher_one, LinkedIn) and Yvonne Kaupp (Linkedin, @YveKaupp). 

 

Do you want to contribute?

If you are interested in authoring a paper for the IIAR, we’d love to hear from you! Writing a white paper or a case study for the IIAR also counts towards the new IIAR> AR Advanced Certification qualification. For more details, please contact us at info (at) analystrelations (dot) org.

Please contact best.practices@analystrelations.org if you’d like to contribute subjects, review papers or would like to volunteer in any ways.

IIAR> Best Practice Papers archive

• Getting Started in Analyst Relations (post) (Link to PDF for IIAR> members)
  Author: Lyn Fariello, (LinkedIn, @LynFariello)
• Strategic Analyst Tiering For Digital Business (post) (link to PDF for IIAR> members)
  Author: Susan Galer (@smgaler, LinkedIn)
• Agile Analyst Relations (post) (link to PDF for IIAR> members)
  Author: Horst Kuchling (@kuchlingh, LinkedIn)
• AR Maturity Model (post) (link to PDF for IIAR members)
  Author: Peggy O’Neil (@pegoneill, LinkedIn)
• IIAR Guide for AR professionals for CeBIT (post, link to PDF for IIAR> members)
  Authors: Yvonne Kaupp (LinkedIn, @YveKaupp) and Simon Jones (LinkedIn, @MrNesjo).
• Analyst relations measurement – A practical guide (post) (paper, presentation on Member365 for Members only)
  Author: David Taylor (LinkedIn)
• Making The Case for AR (post) (link to the PDF for IIAR>Members)
  Authors: Tom Ryan (@tom_asg , LinkedIn) and Rob Kolokousis (@rob_ASG, LinkedIn)
• Why do International Analyst Relations Matter? (PDF for IIAR> Members) (post)
  Author: Ellie Warner (LinkedIn, @elliewarner)
• International Analyst Relations: Methodology and Best Practices (post) (full paper for IIAR> Members)
  Author: Ellie Warner (LinkedIn, @elliewarner)
• Managing the Gartner Magic Quadrant: A Tool for Analyst Relations Managers (post) (full paper for IIAR> members)
  Author: Ed Gyurko (LinkedIn, @edgyurko)
• Best practices for managing the Forrester Wave (post) (full paper for IIAR> members)
  Author: Peggy O’Neill (@pegoneill, LinkedIn)
• An Introduction to Measurement and Evaluation in Industry Analyst Relations (post) (full paper for IIAR> Members)
  Author: Ellie Warner (LinkedIn, @elliewarner)
• Best Practices for Escalating Research Disagreements (post) (full paper for IIAR> members)
  Author: Peggy O’Neill (LinkedIn)
• Industry Analyst Tiering for Business in the Real World (post) (full paper for members)
  Author: Susan Galer (LinkedIn)