Elana Anderson

Current

• Vice President, Product Marketing and Strategy at Unica Corporation
• Independent Consultant at NxtERA Marketing (Sole Proprietorship)

Past

• Vice President and Research Director at Forrester Research
• Vice President Customer Operations at Web Dialogs (acquired by IBM 8/2007)
• Director of Solutions Delivery at Tessera Enterprise Systems

• Manager at Accenture

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Education

• University of Virginia

Recommended

13 people have recommended Elana

Connections

406 connections

Industry

Marketing and Advertising

Websites

• My Blog

Elana Anderson’s Summary

Elana Anderson is an independent consultant and founder of Massachusetts-based NxtERA Marketing. A well recognized industry analyst and accomplished public speaker, Elana has 20 years of marketing and technology consulting experience. Prior to founding her own practice, Elana was Vice President and Research Director of the marketing practice at Forrester Research. Elana shares her insights in her blog at www.nxteramarketing.com.

Elana holds a B.A. from the University of Virginia.

Elana Anderson’s Specialties:

For marketing service providers and marketing technology companies: Product strategy, competitive assessment, sales training, case study driven white paper development

For marketers: Data-driven marketing strategy, relationship marketing strategy, marketing technology strategy and business case development, marketing technology and service provider selection, complex project and client leadership

Elana Anderson’s Experience

• Vice President, Product Marketing and Strategy

  Unica Corporation

  (Public Company; 201-500 employees; Computer Software industry)

  June 2008 — Present (2 months)

• Independent Consultant

  NxtERA Marketing (Sole Proprietorship)

  (Sole Proprietorship; Myself Only; Marketing and Advertising industry)

  September 2007 — Present (11 months)

  Work with marketing executives at large companies to develop relationship marketing strategy, build database marketing capabilities, leverage customer analytics, and select marketing technologies that enable customer-centric marketing transformation. Also work with marketing service and technology providers to develop business and product strategy, assess the competitive landscape, train sales staff, and write case study driven white papers.

• Vice President and Research Director

  Forrester Research

  (Public Company; 501-1000 employees; FORR; Marketing and Advertising industry)

  November 2002 — August 2007 (4 years 10 months)

  Led Forrester’s marketing practice from 2005 - 2007. Drove strategy for the marketing franchise, led identification of key research themes, and was editor in chief and personnel manager for analysts and research staff. Worked closely with consulting and sales teams to position capabilities, train sales staff, and define and productize standard consulting solutions. Specific achievements:
   Tripled team size while managing to consistently deliver at 130% or more of key metrics including research productivity and consulting revenue.
   Launched Forrester’s first annual Marketing Forum. Delivered 250-400% of against all metrics including attendance, seat revenue, sponsor revenue, and post-event feedback.
   Won many Forrester awards including: best research, multiplicative collaboration, highest team productivity, and fastest growing role.
  
  Individual research agenda included customer marketing strategy, relationship marketing, database marketing, and marketing technology.

• Vice President Customer Operations

  Web Dialogs (acquired by IBM 8/2007)

  (Privately Held; Information Technology and Services industry)

  April 2000 — September 2001 (1 year 6 months)

  Executive team member and direct report to CEO. WebDialogs delivered enhanced communication services, including Web callback, data collaboration, and conferencing solutions to service providers, carriers, and enterprises. Joined company before product went to market and grew customer base to over 500. Built on-demand infrastructure and client services function. Also owned corporate information systems and business operations. Specific achievements:
   Led team to build 24x7 ASP infrastructure and operation.
   Defined and built account management, professional services, and technical functions.
   Negotiated contract terms with distribution partners and led partner go-to-market efforts from all aspects including offer definition and positioning, product requirements and branding, pricing, marketing, sales readiness, operations and support, billing and administration.
   Led successful migration of over 300 AT&T business customers from in-house offering to WebDialogs service.

• Director of Solutions Delivery

  Tessera Enterprise Systems

  (Public Company; Information Technology and Services industry)

  October 1995 — April 2000 (4 years 7 months)

  20th employee to join start-up providing CRM strategy, relationship marketing, and technology consulting. Company acquired by iXL, Inc. in January 2000. Specific achievements:
   After iXL acquisition, tapped to lead one the company’s top 10 global relationships. In less than four months signed $1M in new revenue and expanded relationship into new business organizations and geographic regions. Directed account strategy and owned client relationship and service delivery.
   Managed client relationships and led large scale marketing technology implementations for clients in the retail, financial services, and high-tech sectors including: Staples, Eddie Bauer, Xerox, and AIG. Responsible for account strategy, contract negotiation, service delivery, and team management.
   Initiated definition of formal implementation methodology and best practices. Led to the formation of a full-time methodology group.
   Worked closely with sales team to scope, price, and sell client solutions.

• Manager

  Accenture

  (Public Company; Information Technology and Services industry)

  July 1989 — October 1995 (6 years 4 months)

  Manager in Government Services Practice with focus on implementing tax administration software systems for state, local, and international government agencies. Extensive experience in large-scale ($10M+) custom system implementations as a manager, project lead, analyst and developer. Clients included the State of North Carolina, Singapore, the State of Maryland, the State of Maine and the New York City Dept. of Finance. Managed teams of up to 35 consultants. Consistently rated a top performer and achieved early promotion to manager level.

Elana Anderson’s Education

• University of Virginia

  BA, History, Management Information Systems, August 1985 — May 1989

Additional Information

Elana Anderson’s Websites:

• My Blog