Principal Analyst, B2B Demand and ABM

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About This Role:

Forrester Research is seeking a Principal Analyst to be a critical member of the research team, responsible for contributing to core components of our B2B demand and ABM practice. This practice serves B2B demand and ABM leaders, frontline marketers, and revenue-focused marketers who develop and execute on strategies, plans, processes, and programs that touch prospects and customers to create contextual experiences that deliver value and drive revenue.

The chosen candidate will be a key thought-leader for revenue process transformation (RPT), which is Forrester’s vision for how B2B organizations must redesign their revenue processes to align better with how buyers buy. This means moving away from a lead-centric to an opportunity-based model and adopting buying groups instead of MQLs. The Principal Analyst has a strong understanding of demand marketer concerns and priorities and serves as the bridge between selling the vision of revenue process transformation to understanding the downstream implications on content, campaigns, and programs. We are looking for an individual who is passionate about buying groups, demand marketing and its evolution to the success of B2B organizations, and knows how to channel that passion into thought provoking, and insightful research.

Job Description:

The Principal Analyst will work as part of a high-performing research team with a strong emphasis on collaborating with others in all aspects of the job. A Principal Analyst is expected to:

• Serve as the expert for a body of research that demand and ABM leaders and team members with best practices, trends, actionable tools, templates and future thinking predictions. This research will encompass guidance on 1) revenue process transformation from vision to implementation; 2) shift from MQLs to buying groups and opportunities; and 3) aligning other GTM roles to support RPT
• Collaborate with cross-functional teams and services across Forrester to develop a complete research portfolio that drives customer delight and revenue.
• Develop a deep understanding of what Forrester clients require to be successful as B2B demand and ABM leaders.
• Conduct primary research to better understand how to 1) sell the RPT/buying group vision internally to gain consensus and move forward, 2) effectively pilot and implement an RPT project, 3) ensure revenue process transformation efforts encompass the entire customer lifecycle, including the integration of sales processes with marketing and customer success, 4) operationalize buying groups across systems, 5) connect the revenue process to the “upstream” inputs that feed it, from programs to campaigns, to messaging and positioning, all the way up to overall go-to-market strategy. Use this research to help clients navigate operational challenges by providing assessments of current states as well as insights to desired states with actionable step-by-step guidance.
• Conduct deep analysis of demand and ABM challenges and preferences balanced with CMO preferences and expectations.
• Create high quality, actionable, analytically deep and fact-based research content consistently throughout the year, including a media mix of written reports, tools, webinars, videos, blogs, podcasts, infographics, and other intellectual property. Build visibility for research and contribute to Forrester client communities.
• Drive and lead key technology market evaluations through our Forrester Wave™ and Landscape methodologies for the practice and adjacent areas.
• Consult with clients to apply Forrester’s research in the context of their specific business environment and help solve their problems through inquiry, guidance, advisory, and consulting engagements.
• Present at Forrester hosted and industry-related events and deliver client webinars and speaking engagements.
• Establish an industry presence as an influential speaker and thinker, build relationships with journalists and industry-groups who cover the sector, and participate in vendor briefings and field press inquiries as necessary.
• Support business development and prospect conversations as arranged by Forrester’s account leadership teams.
• Foster a leadership style that drives a culture of cross-team collaboration, mentorship, integrity, and relentless positive pursuits.

Job Requirements:

• At least 10 years of experience as a director-level and above in B2B or B2B2C demand and ABM, revenue marketing or frontline marketing.
• Direct, first-hand experience successfully implementing buying groups and opportunities is a plus.
• A strong record of driving revenue achievement for B2B organizations.
• A demonstrated ability to serve as an advisor to senior management and C-level executives.
• Superior client-facing communication, listening, critical thinking, and collaboration skills with researchers, subject-matter experts, and client leaders.
• Solid operational, process, technology, analytics, and planning experiences with an ability to understand and communicate vision and guide others to take action from that vision to accomplish goals.
• Understanding of the martech ecosystem that supports revenue process transformation, such as CRM, marketing automation platforms, ABM platforms, revenue intelligence platforms, sales orchestration platforms, customer data platforms, and AI.
• Strong knowledge of the issues and challenges that go-to-market executives and leaders face and an ability to surpass barriers when go-to-market functions interact with marketing teams.
• The ability to take complex, disparate ideas and distill them into simple, provocative concepts; willingness to take a stand on outcomes with clients, vendors, press, and competition.
• Superior analytical, writing, editing, and presentation skills.
• The ability to travel 25% of the time or more.

Please note that the base salary range indicated here is inclusive of all applicable US geographies listed in this requisition, with the exception of New York City, San Francisco, and Georgia.  This salary range is based upon the position as described in the job listing.  The offered compensation may vary within this range and is dependent upon the successful candidate’s primary work location, experience, training, education, and credentials.

Base salary range: $141,000 - $229,000

Base salary range for Georgia: $126,000 - $206,000

Base salary range for New York City, NY and San Francisco, CA: $161,000 – $263,000

For employees based in Washington State, the percentage listed here is an estimated bonus target as a percentage of base salary, in accordance with the Forrester Employee Bonus plan. Individual and company performance, as well as other eligibility criteria, will determine the actual incentive amount.

Bonus target: 15%

For information on benefits, please visit: https://forresterbenefits.com/

The application deadline is May 31, 2026. Please refer to the job posting on Forrester.com careers page if the deadline has been extended.

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Here at Forrester, we welcome people from all backgrounds and perspectives. Our aim is for all candidates to be able to fully participate in Forrester’s recruitment process. If you would like to discuss a reasonable accommodation, please reach out to [email protected]. 

Forrester Research, Inc. is an Equal Employment Opportunity Employer. As a federal contractor, Forrester encourages veterans and individuals with disabilities to apply for employment.

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