FARNET MEMBER
ABOUT
She's been on both sides
Joyce has spent her career where analyst relations actually gets hard — in the moments before a category exists, after a merger scrambles the narrative, or when a company needs to prove AR's value before it can justify a full-time hire. She has sat in the analyst chair and run the practitioner side. That combination is uncommon. The perspective it creates is not replicable from either seat alone.
Her work focuses on three situations: integrating AR through post-acquisition consolidation, building a program from the ground up, and acting as a fractional lead when a company needs senior-level credibility and output without the overhead of a hire. In each case, the goal is the same — move AR from activity to intelligence and influence.
Joyce works with companies at the point where what they've been doing isn't enough anymore. Analyst briefings are happening but not landing. Coverage is thin or misdirected. The narrative hasn't caught up to where the product actually is. She comes in to close that gap.
Skymind Collective is her independent consultancy. It exists to give B2B technology companies access to experienced, opinionated AR counsel — not execution for its own sake, but work that produces market intelligence and market influence.
What she brings is the analyst's eye and the practitioner's discipline, applied to the categories that are still being defined.
Joyce works through FARNet as a Senior AR Strategist.
EXPERIENCE
Track record across both sides of the analyst table.
Opened a new category at GitLab
Led the effort that placed GitLab in the Gartner Magic Quadrant for Application Security Testing — the first software development platform ever included. Built the case through sustained analyst education and inquiry, in close partnership with product marketing. That category has since opened to other DevSecOps players.
Built and led AR through a five-company merger at Digital.ai
Designed and ran the analyst engagement strategy through the consolidation of five PE-owned companies into a single platform. Maintained Gartner MQ leadership throughout the transition. Simultaneously helped establish Value Stream Management as an analyst-recognized category — Digital.ai was named a Leader in the inaugural Forrester Wave for VSM (July 2020), with the highest possible scores in 19 criteria.
Shaped a market narrative at Celigo
Led analyst engagement around Celigo's contrarian position on agentic AI — the "continuum of agency" framework — at a moment when every competitor was pushing an all-AI message. By early 2026, analysts confirmed Celigo had been first to articulate that position. Competitors were beginning to follow.
Ran the Executive Briefing Center at EMC West Coast
Managed approximately 450 strategic conversations with C-level and senior IT executives annually. Built the intelligence-gathering and routing practices that made those conversations useful beyond the room — not just relationship maintenance, but a repeatable source of market signal.
15 years as an industry analyst
Covered enterprise software and hardware markets at Sageza Group and Freeform Dynamics, including launching the European arm of Sageza. Moved to the practitioner side with a direct understanding of how analysts form opinions — and what vendors do that actually moves them.
THE PRACTICE
Skymind Collective
Joyce's independent AR consultancy, focused on helping B2B technology companies turn analyst relations into a source of market intelligence and 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.
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