Principal Analyst, B2B Demand and ABM

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. The chosen candidate will serve as a thought‑leader for revenue process transformation (RPT), a vision that reimagines B2B revenue processes to mirror buyer behavior, moving from a lead‑centric model to an opportunity‑based model and adopting buying groups instead of MQLs.

• Serve as the expert on research related to revenue process transformation, buying groups, and aligning GTM roles.
• Develop and publish research that provides best practices, trend analyses, actionable tools, templates, and future‑thinking predictions for demand and ABM leaders.
• Collaborate with cross‑functional teams to build a research portfolio that drives client success and revenue.
• Conduct primary research to support the implementation of RPT, ensuring alignment across the customer lifecycle and integration of sales, marketing, and customer success processes.
• Operationalize buying groups across systems, connecting revenue processes with upstream inputs such as campaigns, messaging, and overall go‑to‑market strategy.
• Create high‑quality, analytically robust research content—including reports, tools, webinars, videos, blogs, podcasts, infographics, and other intellectual property—throughout the year.
• Lead technology market evaluations through Forrester Wave™ and Landscape methodologies for the practice and adjacent areas.
• Consult with clients to apply research insights to their specific business context, providing actionable guidance and advisory services.
• Present at Forrester‑hosted and industry events, deliver client webinars, and engage in speaking engagements to build industry presence.
• Support business development and prospect conversations as coordinated by Forrester’s account leadership teams.
• Cultivate a culture of cross‑team collaboration, mentorship, integrity, and relentless pursuit of positive outcomes.

• At least 10 years of experience in director‑level or higher roles in B2B or B2B2C demand, ABM, revenue marketing, or frontline marketing.
• First‑hand experience successfully implementing buying groups and opportunities (plus).
• Proven track record of driving revenue achievement for B2B organizations.
• Strong advisory experience with senior management and C‑level executives.
• Superior client‑facing communication, listening, critical thinking, and collaboration skills.
• Solid operational, process, technology, analytics, and planning experience with a clear ability to translate vision into action.
• Deep understanding of the martech ecosystem that supports revenue process transformation, including CRM, marketing automation, ABM, revenue intelligence, sales orchestration, customer data platforms, and AI.
• Ability to distill complex, disparate ideas into simple, provocative concepts and take a stand on outcomes with clients, vendors, and the press.
• Superior analytical, writing, editing, and presentation skills.
• Willingness and ability to travel 25% or more of the time.

Base salary range: $141,000–$229,000 (U.S. geography, excluding New York City , San Francisco, and Georgia). Georgia: $126,000–$206,000. New York City  and San Francisco: $161,000–$263,000. Washington State employees have a 15% estimated bonus target.

For information on benefits, visit

We welcome people from all backgrounds and perspectives. If you would like to discuss a reasonable accommodation, please reach out to accom Forrester Research, Inc. is an Equal Employment Opportunity Employer. As a federal contractor, Forrester encourages veterans and individuals with disabilities to apply for employment.

The Final date to receive applications is June
30,2026. Please refer to the Forrester careers page if the deadline has been extended.

FLSA Status:
Exempt.