Forrester Research

	Ellen Carney Senior Analyst

Research Coverage

Tech Marketing Tools & Best Practices, Tech Marketing Case Studies, Tech Marketing Channel Strategies, High-Tech, Tech Marketing Strategies, Market Research Tools & Best Practices, Market Research Organization & Budget, Tech Marketing Value Proposition Development & Messaging , Tech Marketing Sources Catalogs

Research Focus

Ellen's serves B2B Technology Product Management & Marketing professionals. Her research is focused on the strategies, best practices, and trends regarding how technology marketers package, price, market, and deliver solutions that address the business challenges of vertical industries, with particular focus on the financial services industry (insurance, banking, and capital markets). Ellen examines marketing and sales alignment, industry partnering and channel strategies, and the costs and impact of marketing industry-specific business solutions.

Ellen is also examining how technology companies are marketing to and creating solutions that address the needs of specific roles or jobs within enterprises. Her role-based research examines how companies identify: roles and position solutions that address role-based challenges; develop marketing and lead generation campaigns targeted to roles; and develop role-based sales and delivery capabilities.

Previous Work Experience

Ellen brings nearly 20 years of experience in delivering technical and professional services to clients in a variety of industries and markets. She joins Forrester from ThruPoint, a New York-based professional services firm, where she was a principal consultant focusing on IT service business strategy to Global 100 clients in industries such as financial services, telecommunications, and media and entertainment. Prior to her work at ThruPoint, Ellen was a director and principal analyst for Gartner, following the infrastructure services market, including consulting, support, and managed services. Ellen has presented on vertical industry and role-based marketing in a variety of Forrester and client events. She has been cited in a number of publications, including The Wall Street Journal and Investor's Business Daily.