ArmadaCommunications
Analyst Relations · Public Relations · Sales Enablement · Event Management · Reputation Management · Artificial Intelligence

Win the room where buying decisions are made. Own the mindshare before it's too late.

At its best, strategic communications creates clarity, builds trust, and drives sales. We work with clients to build credibility with the influencers who analyze and define markets, educate buyers, drive media coverage, and ultimately influence sales. Armada helps technology companies build, deploy and measure marketing communications programs that deliver full-funnel marketing value well beyond a single report. Let's discuss your communications strategy and see how Armada can help.

At Armada, we create: Clear signals. Credible stories. Stronger outcomes.

At Armada, we hear:

Why analysts, press and influencers matter

Before buyers call you, they call industry analysts and follow the influencers. Analyst firms, such as Gartner®, advise C-level executives and their teams across every major industry, role and geography.

Buyer InfluenceDid you know? Annually, Gartner helps ~14,000 client enterprises through 510K+ interactions.
Actionable, Objective InsightsBuyers rely on analysts for independent recommendations they can act on with long-term confidence.
Practical ToolsFrameworks, vendor evaluations and benchmarks that buyers use to compare options and build shortlists.
Expert GuidanceOne-on-one advice from specialists in each market when big technology decisions are on the line.
What we do: Our services

Develop clear signals. Drive credible stories. Earn stronger outcomes.

Challenges we solve

A competitor sits higher in the Magic Quadrant™, and nobody can explain why.

We review the evaluation criteria, your evidence and your inquiry history, then build a readiness plan for the next cycle.

Analysts still describe your company the way you were three years ago.

We audit how each firm sees you today and reset the story with the right engagement model to support where you're headed and how you're perceived.

You pay for analyst subscriptions but can't show what you get back.

We review the contracts, renegotiate what you don't use and tie the program to goals your CFO recognizes.

A launch or funding round is coming, and analysts and press aren't prepared ahead of time.

We build a plan that reaches the right analysts and press in the right order, with briefing materials ready to go.

Your executives dread analyst and press engagements, and it shows.

We prepare spokespeople with tough-question rehearsals and clear messages, so briefings become conversations.

You're evaluating a tech acquisition and need the market's honest view.

We assess the target's analyst standing, category risk and competitive position before you sign.

Why Armada

We've run AR from the vendor side and know the moments that count.

Armada brings Fortune 50 analyst relations experience to every client. Our founder, Matt Parretta, has spent more than 25 years leading AR and PR programs for some of the world's largest technology companies, including Amazon Web Services, Dell Technologies, Citrix and Microsoft. He has run AR for multi-billion-dollar P&Ls, where analyst perception directly impacts pipeline, pricing and mindshare. With billions of dollars at stake, we know what it takes to improve outcomes in key evaluations such as the Gartner Magic Quadrant™, a key driver of shortlisting decisions. We serve a variety of technology companies across cloud and infrastructure, end-user computing, enterprise software, AI and data, cybersecurity, networking and telecom, semiconductors and devices, and private equity portfolios. Armada now applies that Fortune 50 discipline to companies of every size, so clients get senior counsel from people who have already delivered at scale.

Day 1 closing panel on stage at KCG Connects 2026, in front of a Knowledge Capital Group backdrop
KCG Connects 2026 · Day 1 closing panel
Matt on a technology conference show floor with a costumed event performer
On the conference floor
Headshot of Matt Parretta
Founder

Matt Parretta

Matt Parretta founded Armada after more than 25 years leading analyst relations for some of the most influential companies in technology. He has held senior AR roles at Amazon Web Services, Dell Technologies and Citrix, and supported Microsoft through Waggener Edstrom. Along the way, he has built global AR programs, managed large operating budgets and guided multi-billion-dollar businesses through major evaluations, launches and market shifts. His roots are in end-user computing, and his work spans cloud, infrastructure and enterprise software. Matt has attended Gartner IT Symposium/Xpo for more than 20 years and speaks at industry events such as KCG Connects. He is based in Austin, Texas.

Analyst firm relationships

25+

Years building relationships and expertise with the world's leading industry analyst firms.

We know how each firm researches, evaluates and publishes, and we know the analysts behind the reports that buyers rely on.

  • Gartner®Magic Quadrant™ · Hype Cycle™
  • ForresterForrester Wave™
  • IDCIDC MarketScape
  • Omdia
  • The Futurum Group
  • Moor Insights & Strategy
  • TECHnalysis Research
  • Lopez Research
  • Enterprise Strategy Group
  • Everest Group
  • ISG
  • Info-Tech Research Group
  • 451 Research
  • Constellation Research
  • Frost & Sullivan
Industry calendar

Major Industry Events in View

The analyst and industry events that shape technology buying decisions in the year ahead.

Year at a glance

    Community

    Organizations we're proud to support

    Armada supports Central Texas organizations that care for patients and families facing cancer.

    • Wonders & Worries Free, professional support for children whose parents are facing a serious illness. wondersandworries.org
    • Texas Oncology Foundation Financial assistance, support groups and education for cancer patients and caregivers. texasoncology.com
    • Breast Cancer Resource Center An Austin nonprofit supporting people affected by breast cancer.
    Contact
    Matt Parretta
    Location
    Austin, Texas

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