The ways B2B marketing leaders currently demonstrate business contribution serve as a useful but imperfect compromise with business leadership. Now, changes in buyer behavior, including the use of AI in buying and the expansion of buying networks, threaten that tenuous balance. Join your peers to discuss your current state of demonstrating marketing value, share perspectives on how market forces are pressuring established ways of working, and exchange strategies for re-writing the rules of marketing accountability. This conversation will be hosted by Ross Graber and Craig Moore and will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion:How do you currently demonstrate marketing’s business contribution to executive leadership—and where does that model break down or feel fragile? How are changes in buyer behavior (AI-assisted research, larger buying networks, fewer sales interactions) challenging your existing metrics, attribution, or operating assumptions? What new measures, narratives, or operating models are you experimenting with, or considering, to redefine marketing accountability and credibility? Peer discussions are available exclusively to Forrester Decisions VIP Leader and Leader license holders for their own participation.

“The Forrester Wave™: Intranet Platforms, Q2 2026” evaluates 13 vendors across 28 criteria. In this webinar, we highlight the key findings, outline key market trends, and provide practical recommendations for selecting a new platform for employee content and communications.Key takeaways: Understand how AI is transforming the intranet market.Learn about the Leaders, Strong Performers, and Contenders.Determine the criteria that's most important to you when selecting a platform.Target audience level: intermediate

Commerce is distributing and reshaping buying as consumers move from brand sites into social platforms and LLM-driven “agentic” experiences. In this webinar, we break down why reach and conversion gains can come with steep trade-offs — rising content and operational demands, fragmented integrations, and murky attribution — while platforms tighten their grip on margin, data, and digital shelf control. Learn how to build a successful distributed commerce strategy and pressure test it for growth in emerging commerce channels, without surrendering profitability or brand control.Key takeaways: Understand the tradeoffs of a distributed commerce strategy.Learn how to develop a campaign and channel-centric strategy.Pressure test to win across emerging channels.Target audience level: beginner and intermediate

When a B2B organization hires or promotes someone to sell, there is often overwhelmingpressure on sales leaders to have reps start active business development immediately.New reps typically step into a territory or account segment that is eagerly awaiting theiractivity. However, this urgency can unfortunately lead to missed potential revenue duringthe onboarding process. Conversely, allowing an untrained rep to interact with buyers canspell disaster for the buyer, the brand, and the contract. This webinar leverages Forresterresearch to define best practices for sales leaders to use when structuring the timeframefor new seller onboarding.Key takeaways: Learn how to ensure that sales onboarding is buyer-centric.Learn how to balance learning and selling.Explore when to require formal certification.Target audience level: intermediate

Accelerate innovation with deeper insights about why AI security and trust are essential, when these technologies will pay off, and how organizations are using them today. AI security and trust technologies protect AI systems against emerging risks while ensuring transparency, governance, and compliance across the AI lifecycle. In this webinar, we share the latest expert insights, operational guidance, and key steps you and your team can take. Join us to learn how firms can deploy AI safely, reduce risk, and enable faster adoption at scale. Key takeaways: Gain an understanding of how peers secure and govern enterprise AI systems.Identify AI use cases that demand stronger trust, security, and oversight.Learn the critical steps to implementing scalable AI guardrails.Target audience level: all levels

Transforming the revenue process to focus on buying groups is now essential, yet many organizations struggle with where to start and how to avoid early missteps. Join your peers to exchange practical insights on what a buying-group-centric revenue process looks like in practice, including approaches to opportunity mapping, buying group profiles, and opportunity creation strategies. Participants will also discuss how to use pilots to test assumptions, generate early wins, and build momentum. This conversation will be hosted by Terry Flaherty and will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion:How are you currently identifying, mapping, and engaging buying groups within active opportunities — and what’s working (or not)? What data, signals, or profiles do you use to define a qualified buying group and proactively create new opportunities? Have you run (or are you planning) a pilot to test a buying-group-centric approach? What assumptions did you test, and what early wins or lessons emerged? Peer discussions are available exclusively to Forrester Decisions VIP Leader and Leader license holders for their own participation.

In this quarterly update, Forrester’s Research and Product teams share Forrester’s latest critical research calls and review the new features available to help act on them. This quarter, hear Forrester’s unique perspective on what it takes for enterprises to truly tap into AI’s transformative powers. While doing so, you will see how Forrester’s own AI tool, Forrester AI, helps you identify and act on this advice quickly and with confidence.Key takeaways: Unpack the reality of current AI-driven business impact and learn what high-performing organizations must do to accelerate their AI voyage Understand the Forrester research and product resources already available to you to accelerate your own AI voyageLearn how Forrester AI can practically help you along your own AI voyageTarget audience level: all levels

A customer experience (CX) program proves its value by showing that it helps its organization grow. Unfortunately, many CX pros struggle to show its monetary impact. The journey to validate CX often starts with a strong business case. How can you begin?Attend this webinar to hear about examples from a variety of financial services companies from around the globe that made CX improvements that increased revenue, decreased costs, and/or improved their firm's resilience.Key takeaways: Learn about how to connect CX to business goals.Gain ideas to guide your own business cases.Ask Forrester analysts questions to help you with your journey.Target audience level: all levels

Accelerate innovation with deeper insights about why agentic software development is important, when it will likely pay off, and how organizations are applying it today. Agentic software development uses AI agents to generate, refine, and orchestrate activities across the software development lifecycle, shifting teams from manual creation to agent orchestration. In this webinar, we share the latest expert insights, practical guidance, and key steps you and your team can take. Join us to learn how agent led software development lifecycles (SDLCs) will mature and how firms can prepare for scaled productivity gains.Key takeaways: Gain an understanding of how organizations use agentic tools across the SDLC.Identify development use cases where agent driven automation delivers value.Learn critical steps to implement agentic development responsibly and effectively.Target audience level: all levels

In 2026, energy and geopolitical headwinds will weigh on European economic growth. Learn more to understand the outlook and implications.