I have the honor of opening Forrester’s B2B Summit EMEA in October and B2B Summit APAC in November with a keynote that tackles one of the most urgent challenges facing B2B organizations today: buying mayhem.

The challenge is so urgent, in fact, that we’ve incorporated it into our event theme: “Master Buying Mayhem.” More than a catchy title, it’s a call to action — B2B buying is evolving faster than ever, and many vendors are falling behind. The good news is we’ve seen what happens when companies embrace change: The results are transformative — and it’s time for more organizations to follow suit.

In my keynote, I’ll unveil exclusive insights from Forrester’s Buyers’ Journey Survey, 2025, revealing how buying behaviors are shifting and what that means for your go-to-market strategy. One of the most powerful concepts we’ve developed from this data is the rise of buying networks — a new reality that redefines how buyers make decisions and how providers must support them.

Here’s a preview of what you’ll learn:

  • The rise of the new buyer.
    Today’s B2B buyers are younger, more empowered, and more uncertain. They’re navigating complex internal dynamics and struggling to find vendors who truly understand their needs. Traditional sales tactics? They’re losing trust fast.
  • Trust has a new home.
    Buyers are turning to third-party sources — peers, analysts, and customer reviews — long before they engage with vendors. If you’re not part of that conversation, you’re already behind.
  • GenAI and agent-based buying are here.
    These tech-savvy buyers aren’t waiting for vendors to catch up. They’re using generative AI (genAI) and intelligent agents to research, compare, and short-list providers — often before you even know they’re in the market.

But my keynote is just the beginning.

Throughout Summit, you’ll have the chance to dive deeper into these trends and strategies through interactive roundtables, hands-on workshops, certification programs, and dynamic panel discussions. And of course, Forrester’s team of expert analysts will be there to guide you with actionable insights on how to:

  • Build customer insights and trust.
  • Evolve your go-to-market leadership and strategy.
  • Transform your revenue process.
  • Innovate execution with technology.

If you’re ready to lead the change — and not just react to it — this is the event you can’t afford to miss. I hope to see you in London next month or in Singapore in November.