Kate Mauser and John Santaferraro on Analyst Relations From Both Sides

Talking Headless

Live on the PPN Network, Wednesday, July 22 at 12 noon ET

An analyst relations lead spends the week trying to move how one influential analyst understands a category. An independent analyst spends the same week trying to see the category clearly enough to advise the buyers who call. Both are working the same problem. They almost never compare notes in public.

The next episode of Talking Headless puts them in the same room. Kate Mauser leads Analyst Relations at Boomi. John Santaferraro runs Ferraro Consulting as CEO and Head Research Analyst. One has spent two decades getting analysts to understand enterprise software categories accurately. The other sits in the analyst chair and shapes the research that buyers act on. The conversation between those two jobs is where most companies lose or win their market position, and most marketing leaders never get to hear it out loud.

Perception forms before the buyer ever contacts you

By the time a prospect fills out a form, the shortlist has often already formed. It formed inside analyst research, inside advisory calls, and increasingly inside the answer engines that ingest analyst content and repeat it to buyers. Kate Mauser has spent her career at the front of that process. She led Technology and Platform AR strategy at SAP for twelve years, then established Domo as a recognized name in business intelligence and extended Tableau's market position through its acquisition by Salesforce. She has moved analyst understanding across AI management, data management, analytics, integration, automation, and the API markets.

That work does not show up in a lead-gen dashboard. It shows up in whether your company gets named when a buyer asks an analyst, or an AI assistant, who to consider.

The analyst has sat in the marketing chair too

John Santaferraro brings a view most analysts cannot. Before his eight years as an industry analyst, he ran marketing as a CMO and product marketing leader for analytics software companies. He knows what it feels like to prepare for a briefing and to depend on one for pipeline. Now he advises Google Cloud, SAP, HPE, and a range of earlier-stage companies, and he hosts The Digital Analyst Podcast, which has drawn a million views across 33 episodes.

Put those two histories together and the episode answers a question marketing leaders rarely get to ask directly. What does the AR practitioner wish every analyst understood, and what does the analyst wish every vendor knew before the call started. That gap, the distance between how you brief and how the analyst actually forms a view, is where credibility gets built or wasted.

Why this pairing is worth an hour

I met Kate and John a few years ago at Boomi World. What stayed with me was the combination of depth and generosity they both bring to this work, along with a sense of fun that is rare in a discipline people treat as a compliance task. Watching them compare notes on the same market from opposite sides is going to be useful in a way a single-perspective interview never is.

The show streams live on the PPN Network across LinkedIn Live, YouTube, and additional channels. Past episodes are collected on the Talking Headless playlist.

Talking Headless airs on the Playaz Productions Network. Guests: Kate Mauser, Head of Analyst Relations, Boomi, and John Santaferraro, CEO and Head Research Analyst, Ferraro Consulting.