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PMMStrategy

Analyst Relations (AR)

The practice of building relationships with industry analysts at firms like Gartner, Forrester, and IDC to influence how they categorise and evaluate your product.

Analyst relations involves regularly briefing and engaging industry analysts — at firms like Gartner, Forrester, G2, IDC — so they understand your product, strategy, and positioning. When enterprises buy software, they often consult analyst reports (Magic Quadrant, Wave, etc.) as part of their evaluation. Being included and well-positioned in analyst reports drives inbound credibility. AR is a long-term investment: relationships take 12–18 months to yield meaningful placement in reports. PMMs own AR at most mid-market SaaS companies.
Related terms
Competitive Intelligence (CI)

The ongoing practice of monitoring competitors to inform positioning, messaging, and sales strategy.

Category Creation

A positioning strategy where a company defines a new market category rather than competing in an existing one.

Go-to-Market Strategy (GTM)

The plan that defines how a company will launch a product or enter a market — including audience, messaging, channels, and motion.

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