Join “Mr. Prediction” Mike Proulx, VP, Research Director, as he leads an exciting interactive discussion with Forrester’s experts and your peers examining the status of Forrester’s 2026 predictions for B2B marketing, sales, and product.Key takeaways: See which predictions have come true or on track to come true, and the global factors triggering them. Uncover new insights into why some predictions haven’t or won’t come true in 2026 based on Forrester’s expert analysis. Prepare your team and organization for the second half of 2026 with a bonus prediction.Target audience level: all levels

Amid shifting buying behaviors, workforce turnover, AI disruption, and tech sprawl, the sales function has hit new inflection points. Practitioners must simultaneously address challenging external dynamics while mastering new fundamentals. In this environment, perceptions of value vary greatly by role, with each role prioritizing the technologies, assets, and practices that best support their performance goals. At these sales crossroads, operations and enablement leaders must address the ever-growing role of process and technology to help sales succeed. This report is a data-driven overview of the state of B2B sales in 2026.

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.

Attendance at our GTM transformation workshop in Phoenix underscored just how urgent the issue is. Here are a few of the key learnings.

B2B go-to-market (GTM) efforts are breaking under the weight of functional complexity, internal misalignment, and relentless external disruption. Fragmented teams, conflicting incentives, and one-and-done planning have created a widening gap between the growth that leaders expect and the experiences that buyers, partners, and employees feel. Forrester’s Connected GTM Framework gives leaders a way to unify strategy, planning, and execution across marketing, sales, product, and customer success — from target market decisions and revenue planning to execution requirements, frontline activation, and continuous optimization.

A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for B2B marketing, sales, and productKey takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

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.

To the sellers whose jobs have been complicated by buying shifts and, now, AI: This song is for you.

A new era in B2B sales is unfolding, driven by generative and agentic AI. As seller roles merge and AI agents become co-sellers, organizations must rethink how they structure teams, engage buyers, and compete in increasingly networked ecosystems. Learn how AI is reshaping the future of sales.