Ross Graber

VP, Principal Analyst

Ross is passionate about helping B2B marketing organizations create meaningful systems of measurement that accurately reflect marketing’s contribution to the business. As a researcher and thought leader, Ross focuses on developing and operationalizing the approaches leading organizations use to demonstrate accountability, understand results, and make improvements. His research has spanned the marketing operations discipline and includes data, process, people, and technology.

Developing A Measurement Project Charter
Report
August 2nd, 2021 5 min read

Instead of carefully developing a purposeful roadmap for measurement, practitioners often create large quantities of reports that don’t quite address the business’s insight requirements. A well-defined charter should describe the business opportunity, goals, roles and responsibilities, and potential obstacles to success for the project. It should also define clear project parameters and establish a reference point from which scope changes can be managed. “The Aligned Measurement Process Model” presents a methodical, seven-stage approach to building B2B measurement. In this report, we describe how to develop the measurement project charter, a key deliverable of the initiation stage of a measurement project.

The Forrester Aligned Measurement Framework
Report
August 2nd, 2021 6 min read

Effective B2B measurement requires a precise definition and understanding of what needs to be examined across organizational levels, programs, departments, and tactics. Without this clarity, B2B leaders responsible for measurement and reporting will face great difficulty in choosing the metrics which most effectively gauge performance and connect it with actions taken across the organization. In this report, we introduce the Forrester Aligned Measurement Framework, a guide to categorizing metrics and organizing successful performance reporting across sales, marketing, and product functions.

The Forrester Aligned Measurement Process Model
Report
August 2nd, 2021 5 min read

High-performing B2B organizations must establish reliable performance measurement systems that help them understand results, make improvements, and guide strategy. A proven and repeatable process is necessary to plan, build, and use reporting tightly aligned with the visibility needs of business stakeholders in support of the decisions they need to drive. In this report, we introduce the Aligned Measurement Process (AMP) Model, with activities and deliverables across the three phases of measurement development, which lays the groundwork required for lasting measurement success.

Measuring Marketing Influence: Getting Specific
Report
August 2nd, 2021 5 min read

Beyond sourcing new demand, marketing must more precisely define and measure its contribution to the revenue engine. A lack of specificity in metrics about their influence on successful deals can rouse skepticism among key audiences rather than building understanding and an increased willingness to collaborate. By precisely establishing how, when and with whom influence is delivered, marketing can more effectively identify its impact, and tailor its focus and resources accordingly. In this report, we provide guidelines for a more credible data-backed approach to identifying and measuring marketing's influence.

Introducing The Forrester Campaign Measurement Framework
Report
August 2nd, 2021 5 min read

An effective campaign planning process aligns activities with objectives and provides greater focus for measuring marketing’s impact. To show meaningful returns, B2B organizations must evaluate integrated campaigns by considering how combinations of tactics, programs, and program families feed campaign performance as a whole. Marketers using the Forrester Campaign Framework as a formal structure for expressing an overall campaign theme with a series of coordinated marketing programs and tactics, position themselves to demonstrate results against well-developed business objectives. In this report, we introduce the Forrester Campaign Measurement Framework, a mechanism for structuring the measurement of campaigns and demonstrating performance.

Assessing Tactic Effectiveness For In-Progress Demand Programs
Report
August 2nd, 2021 6 min read

Demand program managers must continuously improve tactical performance, but they often struggle to apply data to inform meaningful adjustments to demand programs already in progress. Once B2B demand programs are in market, program managers must analyze all available data and make the necessary adjustments to deliver superior program performance. Marketing tactics form the building blocks for achieving program objectives, and assessing the degree to which buyers respond to a program’s tactics provides program managers with the earliest indicator of likely program effectiveness. In this report, we outline a best-in-class approach program managers can use to analyze tactic effectiveness, and drive adjustments to programs.

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

September 14th, 2021 - September 15th, 2021 Forum

B2B Summit APAC

B2B Summit Asia Pacific is the only event that leverages the insights, analysis, and experience of the brightest B2B marketing, sales, and product leaders in the region. Top analysts, inspirational thinkers, innovative technology providers, and your peers will come together as a community to learn from each other and stake out audacious plans for success in 2021. B2B Summit Asia Pacific provides you with the unbiased perspective, inspiration, and real-world solutions you need to be successful.​