As 2027 approaches, it's time to think about where to focus your resources and investments for maximum impact. Join Forrester's Revenue Operations analysts as they discuss what the coming year will hold for B2B businesses. They highlight specific challenges operations leaders should anticipate and offer recommendations to help you shape your investment decisions. Get answers to your questions about how these changes will affect your organization.Key takeaways: Learn how marketing and sales are allocating their budgets today — and how they expect that to change.Hear Forrester's recommendation for specific areas where go-to-market operations teams should increase and adjust investment levels.Target audience level: all levels

Revenue operations (RevOps) as we know it is running on borrowed time. AI is rapidly absorbing the execution work that has historically defined the function while reshaping the decisions that drive growth. Leaders who treat AI as another efficiency tool risk automating themselves into irrelevance. Those who seize a broader mandate design AI-forward go-to-market (GTM) operating models that align people, processes, data, and technology. This report examines why the traditional RevOps charter is collapsing, what the new mandate requires, and how leaders remain indispensable.

As B2B buying becomes more AI mediated, markets remain volatile, and AI accelerates change, disconnected planning has become a growth liability. Organizations can no longer separate strategic priorities, investment choices, and execution decisions across different cycles, metrics, and functional agendas. Future-ready B2B organizations will replace siloed planning with integrated, intelligence-driven decision-making that aligns resources and execution around customer and growth outcomes. In this report, we examine why traditional planning approaches are breaking down and what marketing leaders must build to make planning more adaptive, aligned, and accountable.

In this session, we define the 10 nonnegotiable activities that separate adaptive organizations from those constantly reacting to change. Learn how to build an integrated planning architecture that prioritizes outcomes over engagement, uses reliable (not convenient) inputs, establishes explicit decision rights and guardrails to prevent over-rotation, and embeds a continuous cadence across teams. The result: a planning system that holds even as buyer visibility declines and execution becomes more dynamic.Key takeaways: Learn about the 10 non‑negotiables for reliable go-to-market planning and provable impact.Explore core planning considerations in an AI-accelerated, buyer-controlled world.Understand the role of operations and enablement in scaling planning discipline and accountability.Target audience level: all levels

B2B marketing leaders often struggle to translate go-to-market priorities into coordinated programs that execute across functions, regions, and business units. Programs must support objectives across reputation, demand, customer engagement, and enablement families while aligning to how the organization allocates budget, assigns ownership, and serves buyers and customers. The Forrester Marketing Program Planning Framework helps leaders plan and scale programs across operating models by connecting strategy, buyer insight, digital capability, and performance measurement to improve execution and investment decisions.

A summary of process interview findings synthesizes insights from stakeholder discussions to clarify the process issues that B2B teams face. It identifies engaged stakeholders, outlines interview topics, and presents key takeaways. The summary also distills common themes across responses to highlight consistent challenges and then translates these insights into clear finding and impact statements that explain why the issue matters. B2B leaders can use the B2B Process Interview Findings Summary Template to clarify problems and their impact on their organization.

AI has upended the fragile norms of B2B go-to-market (GTM) strategy and ushered in a new period of singularity in which the old rules no longer apply. Progressive GTM leaders recognize that they can’t proceed cautiously, continue to cut costs, and wish for a return to normalcy. Instead, these leaders anticipate that increased budget availability will help them adapt to this new reality. Revenue operations teams must aggressively sharpen their focus and assert a customer-obsessed and growth-oriented mission in an AI-centric world. This report provides revenue operations leaders with data-driven guidance on key investments, divestments, areas to avoid, and places to experiment for 2027 budgets.

Process has become the primary determinant of whether B2B strategy produces results. In environments shaped by AI acceleration, buyer control, compressed timelines, and constant reorganization, execution can no longer depend on talent, tools, or intent alone. Yet most B2B leaders still struggle to articulate why process matters beyond efficiency or assess whether their processes create value. In this report, we introduce the Forrester B2B Process Value Architecture, a six-dimension diagnostic model that reframes process as a system for producing measurable business outcomes.

Effective organizational design enables clarity, accountability, and scalable performance across the revenue engine. This toolkit provides a structured approach to designing revenue operations organizations in the context of growth targets, operating priorities, and increasing cross-functional complexity. Drawing on core Forrester research, tools, and templates, it helps revenue operations leaders assess their current state and intentionally design a revenue operations operating model that aligns people, processes, data, and technology to support consistent value delivery and sustained growth.

Effective organizational design enables clarity, accountability, and scalable performance. This toolkit provides a structured approach to design marketing operations organizations in the context of growth objectives, operating priorities, and evolving demands. Drawing on essential Forrester research, tools, and templates, this toolkit helps marketing operations leaders assess their current state and intentionally design a marketing operations model aligned to growth objectives, priorities, and value delivery.