Why Sellers Aren’t Using Your Analyst Content — and How to Fix It
How AR can get analyst insights used in active deals — fast and with a low lift
December 1, 2025 · The AR Playbook: AR-Sales Partnership #2 · Inquiry of the Week #8
If you’ve ever watched sellers not use an analyst asset you worked hard to secure, this research note will feel uncomfortably familiar — and very useful.
AR Intelligence Snapshot
During inquiries as well as at the recent AR Engage Live 2025, I heard some variation of this question:
“How do I get my AR content to the sales team? Do I need to create a newsletter and set up training webinars?”
Short answer: No… hopefully
Many companies have established sales enablement functions that handle sales training, content management, newsletters, and so on. Analyst relations teams should seek out and work with this function as an important part of the AR-Sales Partnership initiative. In fact, AR should work hard to become close personal friends with this critical gateway to the sales organization.
Dig Deeper
How to drive AR visibility inside Sales without creating more work?
Why Sales Enablement becomes AR’s greatest force multiplier?
How to align AR and analyst insights to the channels sellers actually use?
What separates “AR content that gets downloaded” from “AR content that gets used in deals”?
Upcoming webinar:
“AI & Analysts: What’s Real, What’s Risky, What AR Must Do Now” Click here to learn more and to register. 12/4/25. Expanded AR Engage Live 2025 session.
Additional reading:
How Can AR Deliver for Sales Without Being Overwhelmed?
