FARNET MEMBER
ABOUT
She's been on every side of the analyst relationship.
Joyce works with companies at the moments when analyst relations carries the most weight: defining a new category, integrating an acquisition, repositioning a market story, or building an analyst relations function from nothing. She spent fifteen years as an industry analyst before moving in-house, where she partnered with product marketing to shape market narratives, inform product strategy, and strengthen executive decision-making. That combination of vantage points, having sat as the analyst and built the practitioner side, is difficult to develop from either seat alone.
Her view of analyst relations goes beyond helping analysts understand a company. The greatest value comes from building relationships that help organizations learn, adapt, and make sharper strategic decisions. The strongest relationships run in both directions: companies shape analyst thinking, and analyst perspectives challenge assumptions and strengthen executive judgment in return.
Joyce typically steps in to build analyst relations capability where none exists, to provide senior leadership during growth or executive transition, or to help an existing program produce better decisions, not just better coverage.
Through Skymind Collective, her independent consultancy, Joyce helps B2B technology companies build analyst relationships that strengthen strategy, organizational learning, and long-term market influence.
What she brings is the analyst's eye, the practitioner's discipline, and a relationship built to run both ways.
Joyce operates independently as Skymind Collective and partners with KCG through FARNet.
EXPERIENCE
Track record across every side of the analyst relationship
Creating new market categories
Led the effort that placed GitLab in the Gartner Magic Quadrant for Application Security Testing, the first software development platform ever included. Partnered with product marketing and industry analysts to establish a new way of understanding application security that later expanded into its own market category.
Leading AR through transformation
Designed and led analyst engagement through the consolidation of five private equity-owned companies into a single platform, maintaining Gartner Magic Quadrant leadership throughout the transition. Helped establish Value Stream Management as an analyst-recognized category; Digital.ai was named a Leader in the inaugural Forrester Wave for Value Stream Management.
Developing differentiated market narratives
Led analyst engagement around Celigo's "continuum of agency" perspective on agentic AI, establishing a differentiated market position while competitors converged on similar messaging. Analysts later confirmed Celigo had been first to articulate that point of view.
Turning executive conversations into organizational learning
Managed EMC's West Coast Executive Briefing Center, facilitating roughly 450 strategic conversations with senior business and technology leaders each year. Built practices that turned those conversations into a repeatable source of insight across the organization, not standalone executive engagements.
Fifteen years as an industry analyst
Covered enterprise software and infrastructure markets across North America and EMEA at Aberdeen Group, Sageza Group, and Freeform Dynamics, including launching Sageza's European analyst practice. Those years gave her first-hand insight into how analysts form market perspectives, what makes a vendor relationship productive, and how organizations earn lasting credibility.
THE PRACTICE
Skymind Collective
Skymind Collective is Joyce's independent analyst relations consultancy. She works with B2B technology companies to build analyst relationships that support stronger positioning, better strategic decisions, and lasting market influence.
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ENGAGEMENT MODEL
How FARNet works.
Match
You bring the need. We surface the right members and you choose who fits.
Engagement
The member scopes the work and runs it with you directly. KCG handles contracts, PO, and payment.
Wrap
At completion, KCG runs a vendor satisfaction review. Honest feedback for the member. A clean record for you.
TALK TO KCG
Think Joyce might be the right fit?
Tell us about your situation. We'll let you know if this is the right match, or point you toward a better one.
Talk to KCG