B2B Research
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Insights
Blog
The State Of Portfolio And Product Marketing In 2026
Portfolio and product marketing teams aren’t failing because of capability gaps; they’re failing because of structure, according to our latest research report, The State Of Portfolio And Product Marketing In 2026. The newly released study found that, as organizations centralize budgets at the same time as embedding portfolio and product marketing teams further into business […]
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Italy’s B2B Marketing Challenge Is Not Strategy — It’s Focus And Alignment
Italian B2B marketing has clarity on strategy but struggles to execute. Misaligned budgets, goals, and campaigns are limiting impact and preventing growth at scale.
Save 10% On Our Technology & Innovation Forums This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to our Technology & Innovation Forums in Austin, New York City, or London. Turn ideas into action with frameworks and strategies you can use immediately.
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If Buyers Change How They Search, Marketing Must Change How It Shows Up
B2B buyers are not searching the way they used to. They rely less on traditional discovery paths and more on AI-driven answers, curated sources, and trusted signals. Evaluation is happening earlier, faster, and often without direct interaction. Marketing has not fully caught up. With 87% of B2B buyers selecting “generative AI conversational search tool” as a meaningful interaction, it ranks […]
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European B2B Marketing Has A Data Problem, Not A Vision Problem
European B2B marketing has a data problem, not a strategy gap. Weak data quality and low trust in analytics are slowing decisions and limiting growth and AI impact.
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Most B2B Marketing Organizations Are Not Short On Activity — They’re Short On Learning
Campaigns keep shipping. Dashboards keep glowing. But scratch the surface, and a harder truth emerges: Many teams repeat last year’s playbooks while markets, buyers, and channels move faster than they do. The risk is not doing too little. It is learning too slowly. That risk is rising. The majority of firms now default to playing it safe, […]
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Honeywell’s GTM Transformation: What We Learned At B2B Summit
At B2B Summit North America 2026, I had the distinct privilege to interview Meredith Winczewski, CMO for industrial automation at Honeywell. It was an engaging conversation that unpacked the transformation she led: shifting from a product-centric to an audience-focused go-to-market (GTM) approach. The Breaking Point: When Product-Centric GTM Stops Working Honeywell’s transformation started with a familiar challenge: a complex portfolio of offerings to support with […]
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RDRs Aren’t Going Away — They’re Becoming The Center Of Revenue Execution In The Age Of AI And Buying Groups
As B2B buyers rely on self-guided research, AI tools, and buying groups, many revenue leaders are questioning the future of revenue development reps (RDRs). The answer isn’t fewer RDRs — it’s a fundamentally reimagined role built around buying group insight, signal-based prioritization, and AI-enabled productivity.
Save 10% On B2B Forum EMEA This Summer
Register by July 31 to lock in Summer Advantage savings — 10% off your ticket to B2B Forum EMEA (28–29 Sept, London). Leave with a plan to win in the GTM singularity as AI‑driven buyers rewrite the rules.
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Never Stop Learning: What Future Leaders Taught Us
Our first-ever Forrester Future Leaders program, at B2B Summit North America last month, provided meaningful lessons — and a great deal of optimism about the future of GTM.
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AI Is Everywhere In GTM. Customer Value Isn’t.
AI is already reshaping how buyers discover, decide, and engage. The real opportunity now isn’t just efficiency — it’s redesigning GTM around measurable customer outcomes and using AI to deliver value where it matters most.
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Marketing Program Proliferation Hurts Customer Experience And Limits Business Growth
More programs don’t equal better outcomes. As buyer behavior changes, traditional channel-driven marketing programs are creating friction and inefficiency. This post explores Forrester’s research on marketing program orchestration and a practical workflow teams can use to reduce overlap and drive revenue impact.
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The GTM Singularity Is Here, And We’re Ready: Parting Thoughts From B2B Summit North America
B2B Summit North America made one thing clear: Leaders know the ground is shifting, and they’re ready to adapt. Across three days, conversations centered on navigating the GTM singularity with confidence, alignment, and optimism.
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Mission Possible: Navigating The GTM Singularity
We’re doubling down on our mission to help B2B companies navigate the most complex buying dynamics many of us have ever witnessed. Embrace the opportunity to rethink how you grow — and emerge stronger.
Save 10% On Security & Risk Forum This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to Security & Risk Forum (Nov 9–10, Washington, DC). Leave ready to act with real‑world security and risk frameworks.
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Digital Natives Are Rewriting B2B Buying — And It’s Impacting Your Revenue Performance
As Millennials and Gen Zers take the lead in B2B buying groups, traditional revenue assumptions are breaking down. This post explores how digital native behaviors are reshaping buyer journeys, why sales and marketing processes are falling out of sync, and the practical changes that teams can make to meet buyers where they are.
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Your Growth Strategy Isn’t Broken. The Problem Is That You’re Avoiding Decisions.
Many B2B growth strategies fail not because the ambition behind them is wrong, but because leaders avoid or defer making critical decisions.
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CPQ Vendors Face A New Test: Handling Real-World Complexity
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.
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AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.
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Customer Success Enters The Agentic Era
Customer success teams have never been short of data. Health scores, product usage, sentiment signals, and relationship context exist across systems — but turning that data into insight and timely action has required human stitching, manual judgment, and constant coordination. Gainsight’s recent introduction of its Model Context Protocol (MCP) matters because it collapses that gap. The promise of MCP isn’t to just […]
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
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Why Marketing Plans Fail And How A Plan Of Record Fixes It
Marketing teams invest heavily in annual planning — but once execution begins, reality starts to drift from it. Learn how a marketing plan of record can help teams stay focused.
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Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America
Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
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What Oracle’s Layoffs Really Signal For B2B Marketing, Sales, And Revenue Operations
The framing of Oracle’s recent layoffs as an “AI replaces jobs” story is too simple. The real lesson for operations leaders isn’t to brace for AI disruption; it’s be ready when the operating model gets stress‑tested.
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