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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.
Blog
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.
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
Blog
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 […]
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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 […]
Blog
Stop Treating Revenue Enablement Platforms As “Set And Forget”
Revenue enablement platforms aren’t plug‑and‑play solutions that deliver value on day one. They function as living systems that require strong taxonomy, disciplined content governance, and readiness pathways aligned to real selling situations to become usable and trusted. When leaders resist autopilot and commit to ongoing stewardship, REPs can drive adoption, reinforce effective seller behaviors, and produce measurable commercial impact.
Blog
As REP Vendors Consolidate, Buyers Face Clearer Choices — And New Risks
The revenue enablement platform (REP) market just crossed a pivotal threshold. In the span of six months, we’ve seen two major mergers: first, Showpad and Bigtincan and, now, Seismic and Highspot, which announced their intent to combine in a move that unites two of the largest and most visible content‑native platforms in the space. This […]
Blog
The Revenue Enablement Platform Market Has Hit An Inflection Point, With AI Reshaping Everything
Revenue enablement is entering one of the most consequential transformation periods we’ve seen since the function emerged. In our newly published report, The Revenue Enablement Platforms Landscape, Q1 2026, we examined 18 vendors and uncovered a market undergoing rapid maturity, consolidation, and reinvention. These changes are all fueled by the rise of agentic AI and […]
Blog
“Why Won’t Sales Pay Attention To Me?” — Four Hacks To Reduce Enablement Anxiety
One of our most common revenue enablement customer requests equates to the blog title. It’s often delivered under the guise of “enabling our sellers to succeed” when initiatives are well designed or “we need to land this on sales” when they aren’t. Typically, this means marketing and operational leaders asking to reduce their own frustration […]
Blog
A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
Blog
Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
Blog
How HCLTech Won A Forrester B2B Programs Of The Year Award — And How Your Team Could Be Next
B2B marketers face growing pressure to produce personalized content that truly connects and resonates with buyers, and their organizations need smarter, faster, and more scalable ways to deliver this. Next week, we’ll publish a case study about HCLTech — a global technology leader — that demonstrates how delivering this type of content is possible when […]
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog
Vendasta Shows Why Platforms Become Operating Systems For AI Agents
Vendasta faced a challenge familiar to many technology companies: alleviating client engagement pain points while limiting the impacts of efficiency and tool disconnects. Learn about Vendasta’s transformation in this preview of a new case study.
Blog
Is AI In Sales A Sustainable Competitive Advantage Or Just Table Stakes?
The uncomfortable truth is that AI in sales can quickly become table stakes, unless it fundamentally transforms how your organization learns and decides. Learn how leading orgs achieve sustainable advantage when they integrate AI into how they operate.
Podcast
SolarWinds’ Lessons For CISOs, AI In B2B Sales, Shopping In Answer Engines
The holiday season is in full swing, and as retailers vie for consumer dollars, some of the biggest ones are branching out to answer engines like ChatGPT and Perplexity. In this episode, we describe what that experience looks like now and what brands should do in response. We also look at the lasting implications of a high-profile legal case for CISOs and the state of AI in B2B sales.
Blog
Your Secret Weapon For Your Win/Loss Program: Three Ways To Get Buyer Feedback And Make It Actionable
Most B2B firms track win rates but rarely uncover the real reasons behind wins and losses. Learn three ways to capture buyer feedback that can be used to boost win rates and drive growth.
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