CNBC – I’m Not Anticipating A Great Q4 Holiday Shopping Season, Says Forrester Research’s Sucharita Kodali

Buying groups are growing larger, procurement is becoming more influential, and trials are now essential to reducing risk CAMBRIDGE, Mass., January 21, 2026 — According to Forrester’s (Nasdaq: FORR) report, The State Of Business Buying, 2026, generative AI is fundamentally reshaping how business buyers discover, evaluate, and purchase products and services. While genAI searches are the starting point for B2B buyers, leaders are increasingly relying on their internal and external buying networks — comprising colleagues and external influencers, respectively — to justify and de-risk purchasing decisions. The typical buying decision now includes 13 internal stakeholders and nine [...]

The event will enable B2B marketing, sales, customer success, and product leaders to modernize their go-to-market strategies and unlock mutual value for buyers and sellers in the AI era  CAMBRIDGE, Mass., January 15, 2026 — Forrester (Nasdaq: FORR) today announced the theme and agenda for B2B Summit North America, being held in Phoenix, April 26–29, 2026. With more than 90% [...]