Elana Anderson's Location
Boston, Massachusetts, United States, United States
Elana Anderson's Contact Details
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About Elana Anderson
I have been a CMO (Veracode, Demandware, Vidyo), product leader (Unica, IBM), industry analyst (Forrester Research), and consultant (Accenture, Tessera Enterprise Systems). In all of my roles, I have focused on the discipline of marketing as a systems builder, advisor, strategist, software creator, and practitioner. I have a strong track record as a go-to-market executive, driving growth and organizational scale, and I take immense pride in the high performing teams that I have built and the personal success of the individuals that I have coached along the way. I have a passion for understanding the customer and storytelling. I am analytical, highly energetic and action-oriented with executive-level experience in both private and public companies.
Elana Anderson's Current Company Details
Elana Anderson Work Experience Details
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Core Limited PartnerUnderscore VcBoston, Ma, Us
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AdvisorCoretas Feb 2024 - PresentCoretas is revolutionizing digital marketing with cutting-edge AI software. Our proprietary technology seamlessly extracts valuable insights from social media platforms, transforming them into a powerful tool for enhancing Google and Meta Ads campaigns. -
AdvisorDealroom Feb 2024 - PresentChicago, Il, UsDealRoom is an M&A focused lifecycle management platform that revolutionizes deal management by providing a centralized hub for real-time collaboration, communication, and data organization. DealRoom dynamically scales with your M&A practice to help your team effortlessly navigate complex deals, simplify workflows, improve transparency and communication, and enhance decision-making throughout the entire transaction lifecycle. -
Board Advisor And Technology Review Board ChairAllant Group Feb 2024 - PresentDowners Grove, Il, UsAllant’s Customer Data Orchestration Platform accelerates profitable growth and reduces costs by radically improving the process of transforming data into customer insights with unparalleled flexibility and speed. By seamlessly integrating your customer data with the market’s largest composed dataset, our platform empowers you to discover breakthrough customer insights that drive innovative business decisions and activities faster than you could ever imagine. -
Core Limited PartnerUnderscore Vc Jan 2024 - PresentBoston, Ma, UsUnderscore VC is an early-stage, Boston-based venture capital firm backing bold entrepreneurs with an aligned community designed to fit each startup's unique needs.
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Growth AdvisorNxtera Marketing Oct 2022 - PresentBoston, Ma, UsAdvisor and board director working with high-growth software companies and promising MarTech/AdTech startups. -
Chief Marketing OfficerVeracode Jul 2019 - Jul 2022Burlington, Massachusetts, UsVeracode is a leading AppSec partner for creating secure software, reducing the risk of security breach, and increasing security and development team productivity. Elana joined the company as part of the executive team that took the helm of Veracode as it was taken private by Thoma Bravo in 2019. During Elana’s tenure, the company achieved profitability while growing at or above the industry average and outperforming the “rule of 40” metric for two successive years. During this period, Elana fully rebuilt the marketing organization and function to power growth, redefining and relaunching the company’s brand and product messaging, overhauling the demand generation strategy, refocusing the business development function, and establishing the customer marketing function. This transformation fundamentally improved return on marketing investment and transparency into Marketing’s contribution to pipeline and bookings. The company was acquired by TA Associates in May 2022. -
Chief Marketing & Customer OfficerVidyo Mar 2017 - Nov 2018Hackensack, Nj, UsOwned all aspects of marketing and customer success including the company’s market positioning, demand generation, thought leadership, integrated marketing, and customer programs worldwide. Vidyo enriches people's lives by embedding real-time video into digital communications in the moments that matter most. Millions of people around the world connect visually every day through Vidyo’s secure, scalable technology and cloud-based services. Its patented platform integrates with virtually any application environment, network, and device to deliver the highest quality experiences that strengthen teams, build trust, solidify relationships, and improve quality of life for everyone. -
Advisory Board MemberSmashfly Technologies 2016 - 2018Concord, Ma, UsBusiness face increasing competition to recruit and retain talent in the increasingly complex global market. SmashFly’s award-winning Total Recruitment Marketing Platform enables companies to master the art and science of attracting and hiring the right people. Unlike disconnected recruiting tools that break the candidate experience and lack trustworthy analytics to make smarter decisions, SmashFly is the only comprehensive recruitment marketing platform enabling companies to hire with purpose through a brand-led, relationship-based and data-driven strategy. -
Chief Marketing OfficerDemandware, A Salesforce Company Oct 2013 - Nov 2016Demandware was a public company (NYSE:DWRE) prior to its acquisition by Salesforce for nearly $3B in July 2016. Elana was a member of the executive team and the SVP of worldwide marketing leading all aspects of a global marketing across North America, Europe, Australia, and Asia. During her tenure, Demandware completed three significant acquisitions, launched business operations in Japan, and tripled in revenue. Key contributions included: - Restructured the marketing function to deliver global scale increasing engagement with the target audience by well over 50% globally, growing response from inbound and digital tactics by >4x, and growing and maintaining marketing pipeline contribution to 50% or more globally.- Established content program built on Demandware platform data to fuel PR and social media resulting in a significant positive shift in perception of the company as an enterprise class platform.- Fully revamped product messaging around customer value, innovation, and enterprise scale fueling growth with tier 1 retailers and achieving leadership status in the Gartner Magic Quadrant. -
Vice President, Strategy And Product ManagementIbm Jan 2011 - Sep 2013Armonk, New York, Ny, UsElana led strategy and product management for the Enterprise Marketing Management (EMM) business unit at IBM. During Elana's tenure, the EMM business unit was the largest SaaS portfolio within the IBM Software family and grew to over $500MM in revenue comprising the acquisitions of Unica, Coremetrics, DemandTec, and Tealeaf. In her role, Elana drove the definition of IBM's product vision for the CMO and the marketing organization.Elana originally joined IBM via the acquisition of Unica Corporation in 2010 and her portfolio grew to include the acquisitions of Unica, Coremetrics, Demandtec, and Tealeaf. In addition to her core product responsibilities, Elana worked with cross-functional teams to define IBM’s total approach to serving the CMO and and to define IBM’s Saas strategy and plan. In these activities, she was fortunate to have the opportunity to present to the IBM Chairman and Strategy Committee.While at IBM, Elana was a frequent speaker at IBM and industry events. During Elana’s tenure at IBM, the products in her portfolio were consistently rated as leaders in their markets by independent industry analysts. Elana also worked closely with the IBM corporate development team to identify and assess potential acquisition targets including acquisitions like Xtify and Silverpop, among others. -
Vice President, ProductsUnica Corporation (Acquired By Ibm 10/2010) Jun 2008 - Jan 2011Sunnyvale, California, UsUnica was a public company (NASDAQ: UNCA) and the undisputed leader of the marketing automation and campaign management market prior to its acquisition by IBM for $500M in 2010. Elana led product strategy, product marketing and product management and responsibility for driving the definition and assimilation of product vision, strategy and roadmap. Elana drove all aspects of product messaging and go-to-market and teamed closely with sales to ensure messaging and tools were effective in the field. In 2009, Elana collaborated with marketing to drive a comprehensive corporate and product rebranding initiative which served to refresh market perception of the company as an innovative and aggressive market leader. Throughout her tenure at Unica, Elana was a highly regarded public speaker and evangelist in the areas of marketing management, marketing technology and customer relationship management. -
Independent ConsultantNxtera Marketing Sep 2007 - Jun 2008Boston, Ma, UsElana worked 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. Example clients include: Responsys, e-Dialog, Harte-Hanks, Forrester Research, Rosetta, and others.
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Vice President And Research DirectorForrester Research Nov 2002 - Aug 2007Cambridge, Ma, UsLed 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 Solution Delivery & Customer OperationsWeb Dialogs (Acquired By Ibm 8/2007) Apr 2000 - Sep 2001Armonk, New York, Ny, UsWebDialogs was an early SaaS provider delivering enhanced communication services — including Web callback, data collaboration, and conferencing — to service providers, carriers, and enterprises. Joined the leadership team, reporting to the CEO, before the product went to market and grew the 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 multi-tenant SaaS 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.
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Director Of Solutions DeliveryTessera Enterprise Systems Oct 1995 - Apr 200020th 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. -
ManagerAccenture Jul 1989 - Oct 1995Dublin 2, IeManager 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 Education Details
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University Of VirginiaManagement Information Systems
Frequently Asked Questions about Elana Anderson
What company does Elana Anderson work for?
Elana Anderson works for Underscore Vc
What is Elana Anderson's role at the current company?
Elana Anderson's current role is Core Limited Partner.
What is Elana Anderson's email address?
Elana Anderson's email address is ea****@****ode.com
What is Elana Anderson's direct phone number?
Elana Anderson's direct phone number is +178188*****
What schools did Elana Anderson attend?
Elana Anderson attended University Of Virginia.
Who are Elana Anderson's colleagues?
Elana Anderson's colleagues are Rudolph Wilkinson, Donna Sharma, Marco Rosario, Michael Skok, Bern Bradstreet.
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