Ross Graber in

Ross Graber

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Vice President and Principal Analyst at Forrester
📍 New York City Metropolitan Area, United States

Ross Graber is the Vice President and Principal Analyst at Forrester, specializing in B2B marketing measurement, analytics, and attribution. He helps marketing leaders demonstrate their contribution to business growth through effective reporting and data strategies. He holds a Bachelor of Arts from the University at Albany.

His research revealed a critical insight: 64% of B2B marketing leaders dont trust their own organizations analytics for decision-making.

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Experience
25 Years
Current Role
Vice President and Principal Analyst
Job Level
Senior
Location
New York City Metropolitan Area, United States
Personality Overview

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Communication Style
Decision Approach
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Priorities

Topics Ross cares about

Marketing Measurement
His core focus is helping B2B marketers build measurement systems that accurately reflect their contribution to business goals, moving beyond vanity metrics to build trust in analytics.
Rethinking Attribution
He advocates for moving beyond "marketing-sourced pipeline" as a primary indicator, championing a more holistic, lift-based approach to show marketing's true influence on winning business.
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Career

Work history

1-2019
Vice President and Principal Analyst
Forrester
10-2011 - 12-2018
Senior Research Director - Marketing Operations Strategies
SiriusDecisions
2-2008 - 10-2011
Director of Marketing
Knovel
4-2003 - 12-2007
Director of Marketing - Corporate Engineering & Technology Markets
Elsevier
9-2000 - 4-2003
Product Manager - ScienceDirect
Elsevier
In the press

Media appearances

Buyer Value: The Missing Link In Driving B2B Performance. Featured in Forrester
See now
Ross Graber | Forrester. Featured in Forrester
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Education
Bachelor of Arts
University at Albany
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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