Product Marketing Google Doc #79

Analyst Relations Strategy Playbook

Build an analyst relations program with analyst mapping, briefing prep, inquiry planning, Gartner and Forrester evaluation workflows, proof points, and AR KPIs.

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What's Inside

Plan analyst relationships before a Gartner or Forrester evaluation puts you under pressure.

This playbook guides B2B SaaS teams through the full analyst relations lifecycle: program goals, analyst landscape mapping, Tier 1 analyst profiles, briefing preparation, inquiry strategy, Magic Quadrant and Forrester Wave planning, proof point libraries, objection handling, AR cadence, and measurement.

AR program strategy

Define the mission, annual goals, team ownership, executive sponsor, product marketing role, sales liaison, and comms responsibilities for analyst engagement.

Analyst landscape and profiles

Map Gartner, Forrester, IDC, peer review platforms, boutique firms, and target analysts by tier, coverage area, relationship status, and next action.

Briefing and inquiry workflows

Prepare analyst briefings, build 12-slide briefing decks, plan high-value inquiries, and capture post-call action items.

Evaluation and measurement system

Plan MQ/Wave timelines, map criteria, prepare customer references, handle analyst objections, run an annual AR calendar, and track KPIs.

Template sections

Use these sections to build a disciplined analyst relations program rather than a reactive briefing scramble.

01 AR program overview

Set the mission, annual goals, team roles, ownership model, and relationship priorities.

02 Analyst landscape map

Tier firms and analysts by influence, coverage area, investment level, last engagement, and next step.

03 Target analyst profiles

Create detailed profile cards with research agenda, known positions, communication style, relationship status, and health score.

04 Briefing preparation

Plan engagement type, briefing objectives, speaker prep, proof points, deck structure, follow-up, and internal debriefs.

05 Inquiry strategy

Use inquiry time to validate pricing, messaging, competitive intelligence, buyer journey assumptions, market definition, and ICP strategy.

06 MQ and Wave playbook

Coordinate the 12-month evaluation timeline, RFI response, vendor briefing, customer references, draft review, and post-publication debrief.

07 Proof points and objections

Centralize key messages, customer proof, market validation, and prepared responses to tough analyst challenges.

08 Calendar and KPIs

Manage quarterly cadence, monthly operating rhythm, analyst-influenced pipeline, relationship health, mentions, and program ROI.

Who This Template Is For

Product marketing leaders, analyst relations owners, CMOs, founders, and enterprise SaaS teams preparing for Gartner, Forrester, IDC, G2, or independent analyst engagement.

How To Use It

Start with the AR program overview, then map target analysts and build profile cards. Use the briefing and inquiry sections before every engagement, update the MQ/Wave plan if you are in an evaluation cycle, and review KPIs monthly.