Getting familiar with analyst relations is a key component of an enterprise software business. “Analyst relations” is sort of like PR, but actually pretty different. You want to, of course, drive influence with the analysts, but also consume the content and advise they’re putting out. And while there’s two major firms in the tech world - Gartner and Forrester - there’s plenty of other firms and individuals to work with. In this episode, Coté talks with Rita Manachi who’s been doing AR for over a decade about all of this, plus some advice on selecting drinks and using iPads in meetings.