About AR


Selling complex technology to complex organisations is a recipe for a lengthy, expensive sales process. What if you could be introduced into more sales opportunities, shorten the sales process and stand a higher chance of success at the end of it - all with one programme? This is the potential of a successful industry analyst relations programme and little wonder that many technology vendors are bringing new resources to bear in this important area.

Industry analyst groups such as Gartner, Forrester and Ovum influence between 40% and 60% of commercial technology sales, according to Kensington researchers. SageCircle research has found that analysts have even higher levels of influence than consultants, the media or vendor experts. They also found important regional differences. For example, the CIOs most likely to add a firm to their shortlist because of an analyst are those in the USA. However, the CIOs most likely to remove a firm from their shortlist on an analysts advice are those in Europe. CIOs in Latin America place the most weight on analysts' published research. Lighthouse's international research has also found big changes across vertical markets, with analyst influence peaking in sectors like finance, retail and distribution.

Firms selling high-value software, services or hardware are recognising the increasing impact of industry analysts on their customers. Firms like Cable & Wireless, McAfee, Hitachi and Unisys value Lighthouse Analyst Relations because it is the only global industry analyst relations consultancy, with experts in the US, Europe and the Asia-Pacific region. Our dedicated AR team only hires experienced AR professionals and former analysts. With our support your firm can build trusting and powerful relationships with the market analysts who advise your customers.


Contact us now