Predictions 2025: B2B Marketing, Sales, And Product

Too many B2B organizations still treat their quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that points to how vital seller wellness, work/life balance, and cultural inclusion are to their ability to be most productive. Let's follow the data ... and change it.Key takeaways: Understand the critical cultural levers that motivate sellers to be successful.Develop a mandate for the creation of a sales coaching program that drives tangible results.Learn to balance sales compensation components that reward desired behaviors.Target audience level: intermediate

Peter Ostrow

 

The ITIL™ framework has been a mainstay of IT operational discipline, emerging as an authoritative inventory of key IT practices in the mid-1990s and enjoying broad adoption through the mid-2000s. But the Version 3 rewrite proposed an unworkable process-centric operating model that leading organizations bypassed in favor of DevOps and related approaches. While Version 4 made some necessary adjustments, the framework is now wholly owned by PeopleCert, who have shut out longstanding partners and increased costs for those seeking to gain or maintain certification. IT professionals have more effective and current guidance available.Key takeaways: Understand why now is the time to find alternative approaches to managing services.Understand the dynamics that are influencing the future of IT service management.Target audience level: intermediate

Julie Mohr

 

While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels

HJ

Conrad Mills

,  Hannah Jachim  

If you couldn’t attend RSAC Conference 2025 (or even if you did), the Forrester Security & Risk Team has you covered. Join us for a roundtable on the key themes from the conference, takeaways from the show floor, and insights from some of the biggest sessions.Key takeaways: Learn about the most prominent technology and security themes at the conference.Discover which products and markets are dominating the show floor (and which ones have gone quiet).Hear our takeaways from the RSAC Innovation Sandbox.Explore expo trends: animals, nostalgia, and experiences.Target audience level: all levels

+4

Sandy Carielli

, 

Heidi Shey

, 

Jess Burn

, 

Jeff Pollard

, 

Alla Valente

, 

Joseph Blankenship

, 

Madelein van der Hout

, 

Andras Cser

 

B2C business leaders in the US are hungry for business growth in the double digits again. Yet today’s volatile markets and consumer purchase decisions are impacting this growth more than ever. The future of commerce requires a more distributed, dynamic, and intelligent approach.Key takeaways: Understand the factors and dynamics impacting B2C purchase behaviors in the US.Learn about common challenges that B2C business leaders face in creating commerce moments that drive business growth.Dive deep into three different strategies for commerce growth — distributed, dynamic, and intelligent.Discover what you can do as a business leader to embark on the strategies that make sense for your business.Target audience level: intermediate

+1

Chuck Gahun

, 

Kelsey Chickering

, 

Joe Cicman

, 

Emily Pfeiffer

, 

Stephanie Liu

 

Staying on top of emerging technologies is crucial for tech executives to adapt and drive growth. While generative AI often captures the spotlight, there are a multitude of other emerging technologies that are gaining momentum and proving instrumental in helping enterprises rapidly respond to change and foster growth. Curious to know what these new emerging technologies are? Wondering why our analysts say that they’re crucial to succeeding in today’s dynamic landscape? Join us for one of the most highly anticipated webinars of the year, where we’ll unveil the top 10 emerging technologies for 2025. Be among the first to see the big reveal and gain analyst perspective on how to put these technologies to work for your enterprise. Key takeaways: Learn about the top 10 emerging technologies for 2025.Explore use cases and benefits of each technology.Understand how leveraging emerging technologies can help tech leaders respond to change.Discover which technologies didn’t make the list (and why).Target audience level: intermediate

Brian Hopkins