B2B Sales
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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 […]
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
“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.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
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.
Blog
Sales Onboarding Vs. Orientation: Set New Reps Up For Success
Sales onboarding works best when HR and revenue enablement remain distinct. HR handles compliance, culture, and employee provisioning, while enablement equips sellers with knowledge of buyer personas, sales processes, and product fundamentals. Clear separation ensures that new sellers know where to turn for support and accelerates their path to productivity.
Apply For Forrester’s 2026 B2B North America Awards!
Got a great story to share about driving alignment or achieving outstanding results within a specific B2B function? Share your story by February 18 for a chance to join us live at B2B Summit 2026 in Phoenix.
Blog
Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Podcast
Predictions 2026: Breaking Down Three Of Our Boldest Predictions
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
Blog
Forrester’s B2B Summit EMEA Reconfigured And Reenergized
At Forrester’s recent B2B Summit EMEA, leaders from across marketing, sales, product, and demand didn’t just observe change — they confronted it. From generative AI and shifting buyer expectations to the rise of dynamic buying networks, the event delivered the frameworks and clarity needed to thrive in a rapidly evolving landscape.
Blog
Predictions 2026: Trust Gets Tested For B2B Marketing, Sales, And Product Leaders
AI adoption, changing buying dynamics, and persistent volatility are rewriting go-to-market playbooks. Learn what B2B leaders and teams must do to navigate the year ahead.
Blog
B2B Sellers Need A Fight Song To Address Buying Mayhem
To the sellers whose jobs have been complicated by buying shifts and, now, AI: This song is for you.
Blog
In The Age Of AI, Reinvention Is The Future Of Customer Success
Picture it: New York City, September 2025 — NYC Customer Success Week. A room of over 700 customer success (CS) practitioners gathered around a shared belief: CS isn’t fading into irrelevance — it’s stepping into its prime. The energy was palpable, and the message throughout the day was clear: AI isn’t here to replace CS […]
Blog
Revolutionizing B2B Practices: Bridging Generational Gaps To Accelerate Revenue Growth
Millennials and Gen Zers are reshaping B2B buying with digital-first expectations, leaving traditional sales and marketing tactics behind. If your revenue is flatlining, it might be time to rethink your approach.
Blog
Three Takeaways From HubSpot’s INBOUND 2025
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
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