CMO · Playbook · Advanced · Saves 70+ hours
Analyst Relations Playbook
A complete playbook for managing analyst relationships with Gartner, Forrester, IDC, and other industry analysts.
What's included
- AR Strategy
- Analyst firm prioritization
- Coverage goals
- Resource allocation
- Success metrics
- Analyst Engagement
- Inquiry best practices
- Briefing preparation and execution
- Feedback integration
- Relationship building tactics
- Magic Quadrant / Wave Preparation
- Questionnaire response guide
- Demo preparation
- Reference selection
- Timeline management
- Leveraging Analyst Content
- Reprint and licensing
- Sales enablement integration
- Marketing amplification
- Templates
- Briefing request template
- Briefing agenda template
- Follow-up templates
- Inquiry preparation worksheet
Best used when
- Building AR function
- Preparing for quadrant/wave
- New analyst engagement
- AR strategy review
- Training PMM on AR
Why this is Gold
AR is often ad-hoc and reactive. This playbook creates a strategic program that influences analyst perception and leverages their reach for competitive advantage.
The template
The Template
AR STRATEGY
Analyst Firm Prioritization
| Firm | Coverage | Priority | Investment |
|---|---|---|---|
| Gartner | MQ, research | High | $$ |
| Forrester | Wave, research | High | $$ |
| IDC | MarketScape | Medium | $ |
| Boutique analysts | Niche coverage | Varies | $ |
Coverage Goals
| Goal | Metric | Target |
|---|---|---|
| MQ position | Quadrant | Leader/Challenger |
| Research mentions | # per quarter | X |
| Inquiry hours | Hours used | 100% |
| Briefings | # per quarter | X |
INQUIRY BEST PRACTICES
When to Use Inquiries
| Use Case | Value |
|---|---|
| Market questions | High |
| Competitive intel | High |
| Strategy validation | High |
| Product feedback | Medium |
Inquiry Prep
| Element | Details |
|---|---|
| Topic | |
| Questions (3-5) | |
| Context to share | |
| Desired outcome |
BRIEFING EXECUTION
Briefing Types
| Type | Duration | Purpose |
|---|---|---|
| Company overview | 30 min | Relationship building |
| Product briefing | 60 min | Product education |
| Strategy briefing | 60 min | Direction sharing |
| Customer briefing | 30 min | Reference support |
Briefing Agenda Template
| Time | Topic |
|---|---|
| 0-5 | Introductions |
| 5-15 | Company/market context |
| 15-40 | Product/strategy deep dive |
| 40-55 | Demo (if applicable) |
| 55-60 | Q&A, next steps |
Briefing Prep Checklist
- Agenda sent 3+ days ahead
- Deck reviewed and approved
- Demo tested
- Attendees confirmed
- Follow-up planned
MQ/WAVE PREPARATION
Timeline
| Weeks Out | Activity |
|---|---|
| 8-12 | Questionnaire preparation |
| 4-6 | Demo preparation |
| 2-4 | Reference coordination |
| 1-2 | Final review |
| Week of | Evaluation/demo |
Questionnaire Best Practices
- Answer every question (don't skip)
- Use data and proof points
- Be specific about capabilities
- Acknowledge limitations honestly
- Coordinate with product/engineering
LEVERAGING ANALYST CONTENT
Reprint Usage
| Use Case | Format | Channel |
|---|---|---|
| Sales enablement | Full report | Sales deck |
| Website | Badge/excerpt | Product page |
| Marketing | Licensed excerpt | Email, ads |
| Press | Quote | PR |
Frequently asked questions
What is the Analyst Relations Playbook?
A complete playbook for managing analyst relationships with Gartner, Forrester, IDC, and other industry analysts.
Who is the Analyst Relations Playbook for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Analyst Relations Playbook take to use?
It saves roughly 70+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Analyst Relations Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Analyst Relations Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.