ServiceNow Knowledge 2026 showcased how ServiceNow is expanding its role in enterprise AI, workflow automation, and digital workplace transformation.

Defined B2C marketing processes alleviate pain across the marketing function and increase marketing’s ability to deliver value to internal stakeholders and external consumers and customers. The Forrester Process Chain Framework identifies seven categories of processes: strategize, plan, design, build, deploy, measure, and optimize. This report details each category and visualizes the sequencing and intersection of marketing processes across the process chain, allowing marketers to pinpoint and begin formalizing their own marketing processes.

Pilots give B2B organizations a low-risk, data-driven way to test hypotheses, assess proposed changes, and validate whether new processes, technologies, or resource models will improve performance. When thoughtfully designed and executed, pilots reduce uncertainty, expose operational gaps, and enable leaders to make informed decisions before scaling change. This report outlines how organizations can use pilots to advance process excellence.

The Configure, Price, Quote Solutions Landscape, Q2 2026, reveals a new battleground where vendors differentiate by managing real-world complexity. Vendors compete on industry focus, interoperable architectures, and AI embedded directly into execution. Sales and revenue operations leaders must prioritize solution fit, governance, and scalability to support omnichannel growth and automate execution with confidence.

You can use configure, price, quote (CPQ) solutions to increase value across the entire pricing ecosystem, not just the sales team; empower channel partners with consistent CPQ processes; and boost sales productivity and deal success by removing friction from CPQ processes. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, geography, and use case differentiation. Sales and revenue operations leaders should use this report to understand the value they can expect from a CPQ solution vendor, learn how vendors differ, and investigate options based on size and market focus.

Great leaders win by seeing the whole board, not by reacting faster. This post shows how marketing org design clarifies roles, capabilities, and decision rights so teams can move with confidence.

Last week’s Conga Connect 2026 conference was more than a gathering of pricing, CPQ, and contract experts; it marked an exciting moment in the union of Conga and PROS. Like a well-run conga line, the energy was high, the movement was coordinated, and the momentum unmistakable. Over the course of the event, several themes stood […]

B2B sales and marketing leaders struggle to identify which tech solutions will solve their business problems. Vendors’ marketing messaging and a lack of standardization in the market amplify the challenge. Although there are standard market categories for tech, there have been no universal rules for the functions each category provides — until now. This report outlines Forrester’s Function-First Tech Buying Framework, which creates standards for the functionality included in each tech market category. This report uses the Function-First Tech Buying Framework to look at the configure, price, quote (CPQ) solutions category.

The merger of Conga and PROS brings together two of the most influential and proven players in the configure, price, quote (CPQ) solutions market. Each has defined leadership in its respective domain — Conga in configuration, quoting, and workflows and PROS in pricing strategy and optimization. Combined, they represent a rare convergence of best-in-class CPQ […]

B2B organizations use scoring models to assess buying group readiness for progression in the Forrester B2B Revenue Waterfall™. These models analyze multiple signals to inform automated, scalable prioritization of prospective buying groups. Scoring helps determine which opportunities, with associated buying groups, to promote to the next stage of the waterfall. When determining promotion to different stages in the waterfall, revenue ecosystem teams should use multiple scoring models (individual, account, and buying group). In this report, we outline the foundations of scoring and discuss how to generate a model that accurately prioritizes opportunities for interaction with revenue teams.