B2B go-to-market (GTM) teams find themselves in uncharted territory. The pervasiveness of AI in marketing, sales, and product functions introduces new risks as genAI-based applications become more sophisticated and require the need for governance and reskilling. Meanwhile, economic and political factors continue to fuel volatility. In the coming year, B2B GTM teams will struggle to address AI governance, roles and responsibilities, influencer budgets, patriotic messaging, and large events. This report outlines Forrester’s predictions for B2B marketing, sales, and product teams in 2026.

AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.

B2B organizations and go-to-market teams haven’t kept up with today’s buyers who, while they continue to gain power, remain frustrated with providers. Business buyers are now increasingly composed of Millennials and members of Gen Z, rely more on generative AI (genAI) and AI agents for their research, and turn to third parties to inform their decisions. Providers who have made the shift to buying groups are seeing tangible results and now have the opportunity to embrace broader buying networks to reframe value for buyers and themselves. This report introduces buying networks as the new reality for how buyers buy and how providers can help them buy better.

Since the surge of generative AI (genAI) in the market in 2022, B2B organizations have been scrambling to take advantage of this new technology. Vendors have released capabilities at breakneck speed and organizations have heavily committed resources to ensure they’re at the front of the adoption curve. Fast forward to today, and many marketing, sales, and product teams that invested in this technology are having difficulty realizing its value because of a lack of diligence in resource allocation in foundational areas like data, skills, and adoption. Read this report to discover Forrester’s predictions for B2B marketing, sales, and product teams in 2025.

As 2025 approaches, it’s time to think about where to focus your resources and investments for maximum impact. Join Naomi Marr and Steven Casey for this interactive discussion with fellow demand and account-based frontline marketing leaders on your plans, priorities, and initiatives for the upcoming year, guided by Forrester’s 2025 Budget Planning Guides. Leave the conversation with new ideas for how to meet the challenges of 2025 and beyond. Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.

Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. All marketing teams share some responsibility for addressing changing buyer behaviors and influencing revenue, but frontline marketing teams that are directly accountable for pipeline and revenue are most susceptible to changing buying behaviors. For them, failure to meet pipeline or revenue objectives could mean termination.In this webinar, Forrester Research Directors Steve Casey and Lisa Nakano lead a panel discussion with B2B marketing analysts John Arnold, Lisa Gately, and Malachi Threadgill to unpack a major mindset shift happening in the most progressive B2B marketing organizations. Forrester calls this mindset shift lifecycle revenue marketing (LRM). Our discussion will focus on the reasons and changes needed to move from an inside-out approach that lives or dies by internal processes to an outside-in strategy that lives and breathes the customer lifecycle and empowers frontline marketers to extend engaged audiences and stand up more adaptive programs.Key takeaways:Current trends in buying behavior and the impact on frontline marketing effortsAn introduction to the guiding principles of lifecycle revenue marketing (LRM)How LRM breaks through silos, extends audience engagement, and connects marketing programs to the full lifecycle of revenue opportunitiesTarget audience level: all levels

In this webinar and interactive discussion, we provide an overview of Forrester’s five predictions for B2B marketing and sales in 2023. Forrester analysts share the predictions, reveal to you the inside track on what’s driving them, and offer practical guidance for what you can do to get ahead of the challenges that 2023 is bound to throw your way.Key takeaways:Learn how to design and run your innovation practice.Learn how B2B marketing and sales will refocus to fully embrace the customer.Find out what your organization must do to turn the disruptions of 2023 into opportunity.Target audience level: all levels

Facing strong economic headwinds, B2B organizations will turn to their existing customer base as the foundation for growth. However, if it is to succeed, an industry that has long prioritized winning net new business and strengthening internal efficiencies will be forced to reimagine how it creates value for customers across the customer lifecycle. This report offers five predictions we expect will reshape B2B marketing and sales functions as we look ahead to 2023.

Despite an economic downturn, demand and ABM leaders should resist blanket cuts and instead, prioritize thoughtfully.

As demand and account-based marketing (ABM) leaders plan for 2023, they must prepare for continued economic uncertainty increasing pressure to reduce their budgets. Making cuts to marketing spending during a recession is simple mechanically but risky strategically because marketing activity influences market visibility, customer relationships, and business outcomes. Done well, marketing can grow a business out of a slump. This report highlights the key areas in which demand and ABM leaders should be investing, divesting, and experimenting to ensure success in 2023 and beyond.