Marvin Goodman covers analyst relations, supporting research on AR best practices, the measurement of its impact on the business, and the leadership and evolution of the AR function. His specific expertise includes analyst engagement plans and strategies, the design of effective analyst engagements, the curation and distribution of analyst insight to stakeholders, AR program design and operating models, evaluative research navigation (Magic Quadrant, Forrester Wave, IDC MarketScape), and the funding, staffing, leadership, and career development of AR teams. Marvin brings more than 30 years on the vendor side of enterprise technology, most recently leading analyst relations across IBM's full software portfolio, which gives him a practitioner's vantage on the programs, briefings, inquiries, and evaluative submissions his clients manage. He can speak to how analyst relations aligns the work of communications, strategy, product, and competitive-intelligence stakeholders across the business.
Prior to joining Gartner, Marvin spent more than 30 years in enterprise technology, the majority of it at IBM. Most recently, as Director of Analyst Relations for IBM Software, he led one of the broadest AR programs in the industry, covering the full portfolio — artificial intelligence, hybrid cloud, data management, security, observability, IT automation, and mainframe — across Gartner, Forrester, and IDC. He designed the program's operating architecture, directed evaluative research participation and executive briefing strategy, and built a structured intelligence framework that translated analyst viewpoints and competitive signals into advice for IBM's product and marketing leaders. Earlier IBM roles spanned Data and AI analyst relations, analyst and product strategy for IBM Cloud, product management across application and infrastructure performance management, competitive analysis, and software engineering — a progression that left him fluent in both the market narrative and the technology beneath it.
IBM, Director of Analyst Relations, 7 years
IBM, Product Manager, 13 years
IBM, Software Engineer, 0 years
Analyst Relations Impact on the Business
Analyst Relations Best Practices
Analyst Relations Leadership and Evolution
MS E-Commerce, University of Maryland
BA Journalism, University of Michigan
• Analyst engagement strategy & plans • Share insights with stakeholders • Fund, staff, lead AR teams • Develop AR talent • Design effective engagements