Principal Analyst, B2B Demand and ABM

$141,000 - $229,000
Georgia: $126,000 - $206,000
New York City, NY and San Francisco, CA: $161,000 - $263,000

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 candidate will be a key thought‑leader for revenue process transformation (RPT), guiding B2B organizations through the shift from a lead‑centric to an opportunity‑based model and the adoption of buying groups.

The Principal Analyst will work in a high‑performing research team emphasizing collaboration across all aspects of the role.

Responsibilities include:

• Develop deep research expertise on revenue process transformation, buying groups, and alignment of GTM roles.
• Collaborate with cross‑functional Forrester teams to create a comprehensive research portfolio.
• Conduct primary research to support RPT adoption, including internal consensus building and client pilot implementation.
• Analyze demand and ABM challenges, balancing CMO expectations with market realities.
• Produce high‑quality, actionable research content across written reports, tools, webinars, blogs, podcasts, infographics, and other intellectual property.
• Lead technology market evaluations using Forrester Wave and Landscape methodologies.
• Consult with clients to contextualize Forrester research and provide advisory engagements.
• Present at Forrester-hosted and industry events, and deliver client webinars.
• Build industry influence, engage with journalists, industry groups, and vendors as needed.
• Support business development and prospect conversations coordinated by Forrester account leadership.
• Champion a collaborative, mentorship-driven leadership style.

• Minimum 10 years of director‑level or higher experience in B2B/B2B2C demand, ABM, revenue marketing, or frontline marketing.
• Experience implementing buying groups and opportunities is preferred.
• Demonstrated track record of driving revenue for B2B organizations.
• Proven ability to advise senior management and C‑level executives.
• Strong client‑facing communication, critical thinking, and collaboration skills.
• Operational, process, technology, analytics, and planning expertise with the ability to translate vision into action.
• Knowledge of the martech ecosystem supporting revenue process transformation, including CRM, marketing automation, ABM, revenue intelligence, sales orchestration, customer data platforms, and AI.
• Understanding of go‑to‑market challenges and ability to navigate cross‑functional interactions.
• Capability to distill complex ideas into clear, provocative concepts and to advocate for outcomes with clients, vendors, press, and competitors.
• Excellent analytical, writing, editing, and presentation skills.
• Willingness to travel 25% of the time or more.

For information on benefits, please visit:

The Final date to receive applications is June 30, 2026.

FLSA Status:
Exempt

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