The B2B environment is evolving faster than most organizations’ operating models. AI-driven buyer autonomy is restructuring how demand is created and captured, content development is increasingly decentralized, and partner ecosystems are expanding, with expectations for cross-functional alignment across marketing, sales, and product rising.

Leaders are expected to respond to these shifts while still delivering predictable, measurable growth. The leadership skills and operating approaches that worked even a few years ago no longer match the speed, complexity, and interdependence of today’s decisions.

Interactive learning at B2B Summit North America is designed for this reality. The event workshops, simulations, and analyst-led discussions create structured time for leaders to pressure-test assumptions, apply new frameworks, and build capabilities with peers facing similar conditions.

Go Beyond Inspiration — Move Into Application

At B2B Summit North America, taking place in Phoenix on April 26–29, active learning formats help leaders move from concept to implementation. The 2026 agenda, focused on the go-to-market singularity, features four formats to support this shift.

1. Work Through Challenges In Hands-On Workshops

Workshops are designed for applied learning. Rather than simply hearing about a framework, participants work with it directly — using their own business context as the test case. Leaders leave with artifacts, decision criteria, and action plans that can be put to work immediately.

Because of their interactive nature, workshop seats are limited. Registered attendees receive early access to reserve these sessions.

2026 workshop topics include:

  • End The Corporate-Regional Tug Of War Over Campaign Control
  • How To Measure The Impact Of Process Transformation Across GTM Efforts
  • When GenAI Scales, Leaders Step Up
  • Align And Activate AI Agents For Go-To-Market Teams
  • Jump-Starting Your Buying Group Transformation
  • Buying Group Assembly
  • Assess Your GTM Transformation Readiness
  • Assess AI Readiness To Scale AI Success
  • Influence That Builds Brand Authority In The AEO Age
  • Use Market Intelligence To Make Smarter GTM Decisions
  • Designing Messaging And Content For Visibility
  • Bringing Order To The Chaos Of Campaign And Program Workflows Improving Buyer Experience
  • Postsale Engagement Design: A Framework For Collaboration
  • To Outsource Or Insource?
  • Confident Power Moves: Design Through Reorgs, Layoffs, And Change
  • Elevate Buyer And Customer Experiences With Partners
  • Your ICP Isn’t Enough: Build Ideal Partner Profiles
  • Build A Customer-Obsessed Growth Strategy On A Page
  • Boost Your AI Success With AIQ
  • Measure, Message, Influence: A Revenue Enablement Value Playbook

2. Gain Broader Perspective Through Analyst-Led Roundtables

Leaders often reach inflection points not only by consuming new research but by examining how peers are applying it. Roundtables are small, analyst-facilitated discussions that focus on a single topic. They give participants the opportunity to compare approaches, test ideas, and surface practical options.

For organizations that attend B2B Summit as a team, these sessions can also serve as a structured forum to align around a shared challenge or decision. Seating is limited, and preregistration for B2B Summit is required to reserve a place.

This year’s roundtable topics include:

  • Rewriting The Rules Of Marketing Accountability
  • Can Marketing Measurement And Attribution Meet This Moment?
  • Are Silos Killing Your Customer Experience?
  • Designing Sales Plans For Modern Buyers
  • Make Brand + Demand Your Preference Multiplier
  • Resetting Partner Enablement For Today’s Buyers
  • From Siloed To Synced: Marketing-Product Collaboration That Delivers
  • Adapting Plans And Budgets Effectively
  • Using AI In Campaign Design And Optimization
  • Possibilities And Pitfalls Of AI In ABM
  • The Postsale Engagement Design Framework: A Blueprint For Collaboration
  • How Is AI Transforming B2B Marketing And Revenue Operations?
  • Is Sales Paid Too Much For Too Little?
  • Protecting Revenue, Driving Growth: Where Customer Marketing Succeeds
  • Orchestrating Buyer Visibility Across The GTM Ecosystem
  • Reinventing Buyer Personas And Journeys With AI

3. Test Decisions In A Realistic Simulation

The immersive experience at B2B Summit North America gives attendees a real-world simulation of a B2B buying scenario. Participants move through a multistakeholder journey that exposes where strategies, processes, and messages support — or hinder — progress.

In this environment, leaders:

  • Navigate a complex buyer journey end to end.
  • Make timebound decisions that reveal trade-offs.
  • Observe how misalignment across functions shows up in real interactions.
  • Work with Forrester facilitators to interpret outcomes and identify corrective actions.

4. Build Recognized Capability Through Certification

The B2B Summit North America certification program offers a structured path to deepen skills using Forrester research and frameworks. Participants complete guided exercises, apply concepts to their own organization, and upon completion, earn a certificate and digital badge.

Certification for B2B leaders:

  • Demonstrates a leader’s commitment to staying current in a fast-changing environment.
  • Provides a common language and approach that can be shared across teams.
  • Supports more consistent, evidence-based decision-making.

Lead With Confidence In 2026

The combination of AI-driven buyer autonomy, expanding ecosystems, and rising expectations for alignment is reshaping how B2B organizations grow. Leaders who adapt their operating models, decision frameworks, and capabilities early will be better positioned to navigate this shift.

B2B Summit North America is designed to support that work — through research-backed content, interactive formats, and access to peers and analysts who are confronting the same realities.

Register now to secure access to workshops, roundtables, and certification sessions that have limited capacity and fill quickly.