Marketing SIG: Secrets of Successful Analyst Relationships



  • Title: Analyst Relations -- It's All About Influence


    Dana M. Marks, CCP; Vice President, Analyst Relations, Weber Shandwick

    Rob Enderle, Principal Analyst, The Enderle Group

    Analyst Relations is a marketing discipline that is often overlooked in the multitude of strategies and tactics that marketers have to use every day.  The key issue is to harness the influence that industry analysts have over both business and consumers. 

    In the 1980's an IT manager could never get fired for choosing IBM. Today that is no longer the case, and there are many more vendors to choose from.  So who do you turn to for advice on technology selections? Consumer Reports?  PC Magazine?  ComputerWorld?  Your buddy who works for another company?  Your neighbor?  Analyst firms fill a most important role here, but the key is knowing how to approach them and when to bring them in.

    Dana Marks, a 20+ year veteran of marketing and analyst relations, and Rob Enderle, a well known and highly respected technology analyst, will talk about the key issues in analyst relations and how to include the right set of analysts into your marketing mix.  This will be a highly interactive session, so have your questions ready.

    Some of the key issues:

    -- Do you have to pay analyst firms for good reviews?

    -- How much do I have to invest in analyst relations?

    -- Isn't it part of PR?

    -- There are so many analysts and so few dollars -- how do I choose?

    -- and many, many more.


    Dana M. Marks, CCP; Vice President, Analyst Relations, Weber Shandwick

    Dana Marks leads the Analyst Relations team for Weber Shandwick, and brings to this role more than 25 years of experience working in all aspects of software marketing in both large and small companies.  Prior to joining Weber Shandwick, Dana had his own Marketing Consulting practice, served as Director of Analyst Relations at Oracle, Vice President of Corporate Communications at Be Incorporated, and Vice President of Marketing at TogetherSoft. 

    Dana was one of the early evangelists for Java(tm) at both IBM and HP, launching the new technology and have it gain mainstream acceptance.  He was a representative to US (ANSI) and International (ISO) information technology standards committees for IBM, influencing the content of both standards and products, and provided significant technical contributions to the committees. 

    Starting his career in systems and application development, he moved into marketing with IBM, and started developing close ties to the analyst community. Working with industry analysts over the years, he has developed and executed marketing programs, web-based communications, and a series of successful product launches and marketing campaigns for a broad range of products, supporting up to $1 Billion in revenue.

    Dana has taught classes in Computer Network Architecture and Protocols, Effective Presentation Techniques, System Programming, Operating System Debugging, and other technical topics. He holds a BA in Business with emphasis on Management and Marketing, an MS in Cybernetic Systems, and earned the designation of CCP (Certified Computer Professional) from the ICCP ( Dana is a charter member of the Society for Professional Analyst Relations (SPAR) and is actively working to build that organization.

    Rob Enderle, Principal Analyst, The Enderle Group

    Rob is President and Principal Analyst of the Enderle Group, a forward looking emerging technology advisory firm. Recognized as one of the best general Inquiry Analysts in the world, Rob specializes in providing rapid perspectives and suggested tactics and strategies to a large number of clients dealing with rapidly changing global events. Rob lives emerging technology and has a passion for personal technology and market strategy.

    In addition, Rob writes for TechNewsWorld, DarkReading, Digital Trends, Tom's Hardware Guide, ITBusiness Edge and Datamation. Rob appears regularly on WSJ Radio, CNBC, NPR, and Bloomberg Radio/TV.

    Before founding the Enderle Group, Rob was the Senior Research Fellow for Forrester Research and the Giga Information Group. While there he ran the eCommerce, Security, and Mobile research practices.

    Before Giga, Rob was with Dataquest covering client/server software where he became one of the most widely publicized technology analysts in the world. Before Dataquest Rob worked for IBM and was in IBM's executive resource program. As part of that program, he managed projects and people in Finance, Internal Audit, Competitive Analysis, Marketing, Security, and Planning. Prior to IBM, he was a Marketing Director and sat on the board of the Southern California Marketing Director's Association. Rob holds an AA in Merchandising, a BS in Business, and an MBA.

    Rob sits on the advisory councils for Lenovo, Toshiba, AMD, HP, Dell, Philips, Trusted Computing Group, and the Lifeboat Foundation.

    Rob's hobbies include Sporting Clays, PC Modding, Science Fiction, Home Automation, and Computer Gaming.

    Event Logistics


    DLA Piper Rudnick Gray Cary LLP
    2000 University Ave.(University Circle)
    East Palo Alto, CA 94303
    Tel: 650.833.2000
    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.


    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:15 p.m. Announcements and Introductions
    7:15 - 8:30 p.m. Presentation and Discussion
    8:30 - 8:45 p.m. Wrap-up / Networking



    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

    For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at