Predictions 2026: B2B Marketing, Sales, And Product

B2B go-to-market (GTM) teams find themselves in uncharted territory. The pervasiveness of AI in marketing, sales, and product functions introduces new risks as genAI-based applications become more sophisticated and require the need for governance and reskilling. Meanwhile, economic and political factors continue to fuel volatility. In the coming year, B2B GTM teams will struggle to address AI governance, roles and responsibilities, influencer budgets, patriotic messaging, and large events. This report outlines Forrester’s predictions for B2B marketing, sales, and product teams in 2026.