Recent Research
This report helps marketers decide where to invest, what to cut, and how to align 2027 demand and ABM budgets to sustain growth in a buying environment shaped by AI.
The B2B Personalization Deployment Model guides development of a structured, scalable approach to customer-obsessed, revenue-optimizing personalization.
The Forrester B2B AI Agent Lifecycle Framework helps GTM leaders operationalize successful agent management from creation to scaling or decommissioning.
The Forrester Human-AI Calibration Model provides guidance for a human-first, AI-native strategy that harmonizes agency, adaptability, and authenticity.
Assess your answer engine optimization (AEO) maturity to stay relevant, trusted, and cited in the AI-generated answers buyers rely on.
Use this assessment to evaluate your organization’s current state of GTM AI proficiency across three core dimensions and nine categories.
Planned Research
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.