Ross Graber

Commander
DISC Type : D

Vice President and Principal Analyst at Forrester

New York City Metropolitan Area, United States

Overview

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.

Personality Overview

Candid & Clear

Very Quick

Impact-Driven

They respond well to strong and respectful communication.  They are not always relationship oriented. More than the product, they care about the impact of the product.

Topics They Care 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.
Revenue Operations
He frequently researches and speaks on aligning marketing and sales operations to create efficient revenue engines and measure performance across the entire go-to-market team.

Media Appearances

Buyer Value: The Missing Link In Driving B2B Performance. Featured in Forrester

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Ross Graber | Forrester. Featured in Forrester

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B2B Summit North America - Speakers - Forrester. Featured in Forrester

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Work History

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

Education

Bachelor of Arts from University at Albany

More Information

Social Presence :

Prographics :

Exp : 25 Location : New York City Metropolitan Area, United States Job Level : Senior Designation : Vice President and Principal Analyst at Forrester
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Insights For Selling To Ross

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Make sure that you circle back fast on any action items, it wins their trust

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don’t be in a rush to invite them for a social meet and greet
  • Don't try too hard to forge relationships with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ross is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ross

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Ross move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Ross take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Ross

Personality Compatibility


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