The pursuit of control will define B2B go-to-market leadership in 2027.
Agentic buying will play a role in 75% of B2B purchases in 2027. As buyers increasingly rely on AI to research providers and evaluate recommendations, B2B leaders will look to gain control, build trust, and adapt to new buying behaviors — all while proving AI ROI within their own organizations.
Forrester’s 2027 Predictions guide reveals five forces reshaping B2B go-to-market strategy and the buying process.
Download the guide to learn:
- Why overestimating AI gains will force difficult organizational tradeoffs.
- How synthetic personas can create false confidence in GTM decision-making.
- How AI buyer verification will expose unsupported provider claims.
The decisions B2B leaders make next will determine who gains control in an AI-driven market. Download the guide to learn how to ground AI in credible insight, strengthen human expertise, and rethink GTM strategy for what’s ahead.