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Alan   Gonsenhauser

Alan Gonsenhauser

Principal Analyst

Alan is passionate about accelerating growth, driving innovations, and leading business transformations in his roles as chief marketing officer and general manager for leading global B2B firms across healthcare, medical and dental devices, technology, and financial and professional services. He is also an adjunct professor at Emerson College’s Marketing Communications graduate school and serves as an expert witness in major healthcare litigation concerning “best efforts” marketing, sales, and product distribution strategies and execution. At Forrester, Alan works closely with global chief marketing officers and sales and product leaders to drive positive organizational change, cross-functional alignment, and benchmarks with peers, and to mobilize deployment of new marketing methods to accelerate innovation and growth.

Previous Work Experience

Alan joined Forrester through the acquisition of SiriusDecisions. Prior to SiriusDecisions, he was SVP, CMO at Biscom, an enterprise software Healthcare IT firm; VP, marketing and customer operations at Straumann, the Swiss global leader in dental implant devices, regenerative medicine and digital dentistry; Executive VP and CMO for Independent Health, a $1.5 billion health plan; VP of marketing at GE Healthcare Financial Services; and VP, general manager of Lifeline System’s Senior Living Division (acquired by Philips). His earlier roles were with Xerox and Panasonic.

Education

Alan holds a master’s degree in corporate finance and investment management from Drexel University.

Alan Gonsenhauser

Principal Analyst

Alan is passionate about accelerating growth, driving innovations, and leading business transformations in his roles as chief marketing officer and general manager for leading global B2B firms across healthcare, medical and dental devices, technology, and financial and professional services. He is also an adjunct professor at Emerson College’s Marketing Communications graduate school and serves as an expert witness in major healthcare litigation concerning “best efforts” marketing, sales, and product distribution strategies and execution. At Forrester, Alan works closely with global chief marketing officers and sales and product leaders to drive positive organizational change, cross-functional alignment, and benchmarks with peers, and to mobilize deployment of new marketing methods to accelerate innovation and growth.

Previous Work Experience

Alan joined Forrester through the acquisition of SiriusDecisions. Prior to SiriusDecisions, he was SVP, CMO at Biscom, an enterprise software Healthcare IT firm; VP, marketing and customer operations at Straumann, the Swiss global leader in dental implant devices, regenerative medicine and digital dentistry; Executive VP and CMO for Independent Health, a $1.5 billion health plan; VP of marketing at GE Healthcare Financial Services; and VP, general manager of Lifeline System’s Senior Living Division (acquired by Philips). His earlier roles were with Xerox and Panasonic.

Education

Alan holds a master’s degree in corporate finance and investment management from Drexel University.