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Pricing Platforms Are Converging — Are You Ready?
Recent moves in the price optimization and management (PO&M) market point to a clear shift: The category is no longer just about pricing science. Vendavo’s agreement to acquire Model N’s high-tech business unit expands its reach in semiconductor and channel-heavy markets. It adds deeper capabilities in distributor data, rebates, and channel execution. Conga’s acquisition of […]
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Stop Running Batting Practice In Sales: AI Role-Play Is The New Pitching Machine
Professional baseball evolved from batting practice to technology that simulates real game conditions. Sales training is now facing a similar inflection point. As AI role-play becomes more realistic, scalable, and effective, leading B2B organizations are rethinking how they build seller readiness and develop capabilities across their revenue teams.
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My Takeaways From Money 20/20 For Your GTM Team
Over three packed days at Money20/20 in Amsterdam, the halls were buzzing about two things: trust and agentic commerce. Behind the buzzwords, trust is really three concrete demands from banks: whether they can rely on AI they didn’t build; whether customers’ money, identity, and data stay safe with the bank (including how the bank itself […]
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Get Ready For The GTM Singularity At Forrester’s B2B Forum EMEA
The ground is shifting beneath B2B go-to-market strategies — and the old rules no longer apply. At B2B Forum EMEA, learn how to navigate the GTM singularity and turn disruption into a catalyst for growth.
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Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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A Fake PLG Strategy Is Exposed Through Your Digital Commerce Experiences
Most B2B companies claim product-led growth, but their digital commerce experience tells a different story. Here’s why PLG fails in execution — and how to fix it.
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Retention-As-A-Service Is An Intriguing Idea — Here’s What It Actually Means
At Gainsight’s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board: How do I use AI to drive higher retention? That framing was intentional, and it wasn’t set up to be a product announcement; it was a positioning statement for the company. And it set the stage for everything that followed. The company introduced a brand-new focus at […]
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Marketplace Platforms Aren’t One Market Anymore: Announcing Forrester’s Two Landscapes For 2026
Marketplace platforms no longer represent a single-category decision for enterprise buyers. The market is bifurcating into two operating models (or enterprise motions) that define how value is created, delivered, and measured: digital services (“bits”) and physical goods (“atoms”). To reflect this shift, we published two reports that align to a distinct buyer and consideration set: […]
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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.
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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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From Dread To Confidence: What A Live Experiment Revealed About Revenue Enablement’s Secret Powers
Enablement leaders don’t struggle to do the work; they struggle to measure and communicate its value in ways that generate responses from executives. At Forrester’s B2B Summit, a live workshop showed how rethinking what to measure and how to frame it for leadership can shift teams from uncertainty to clarity and confidence.
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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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Lessons From IT Security: How Revenue Enablement Builds Executive Relevance
Revenue enablement teams often deliver strong operational value but struggle to build sustained executive influence. Looking to IT security’s evolution, this blog explores how shifting from activity to business impact, balancing execution with foresight, and engaging leaders earlier can help enablement earn lasting strategic relevance.
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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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Volatility Isn’t Temporary — Account For It In Your Leadership Playbook Going Forward
For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
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It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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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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Agentish Vs. Agentic In GTM: Choose Control Over Autonomy
As AI agents move from assisting go‑to‑market teams to executing revenue workflows, B2B leaders and revenue technology providers face a fundamental design tension: How much autonomy is safe when revenue, compliance, and trust are on the line? In revenue-focused systems, the distinction between “agentish” and fully agentic AI isn’t academic. It’s existential. AI is rapidly […]
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