In this episode Paul Denham talks with Duncan Chapple, Head of Analyst Relations at CCgroup about the role analyst relations (AR) plays in helping tech firms grow and thrive in today's super competitive markets.A long held issue has been a lack of understanding, or misunderstanding about analyst relations among B2B marketers and sales professionals. And in this episode some of these are addressed head-on with no holds barred, debunking myths and shining a light into the darker recesses.Why should marketing and sales professionals care? With 60-90% of the B2B buying journey conducted via self-directed research and off radar for a vendor, savvy tech vendors utilise the significant and direct impact AR has on the sales cycle.But AR is not without its challenges and no more so than within the industry itself, where Duncan has been an active voice for change.Duncan shares valuable insights and helps demystify the world of AR and the role it can play in a modern marketer's toolbox.Strap on those headphones and tune in for what is a most interesting and value packed conversation.

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