Leading With Intention: What Women Leaders Told Us About AI And The Future Of Work
At the 2026 Forrester B2B Summit in Phoenix, more than 200 women gathered for a three‑day Women’s Leadership Program focused on AI’s impact on work. The roundtables highlighted how intentional leadership can accelerate AI adoption while safeguarding equity. Participants identified practical tactics—such as openly endorsing AI, embedding learning in daily workflows, and emphasizing storytelling—to overcome stigma and visibility gaps. The event concluded that women’s human‑centric strengths are critical to shaping inclusive, AI‑driven organizations.
Summit Attendees Get A GTM Readiness Reality Check
At Forrester’s B2B Summit in Phoenix, more than 50 senior marketers participated in an "Assess Your GTM Transformation Readiness" workshop. The session measured capabilities across four pillars—strategic inputs, market strategy, buyer strategy, and GTM pathways—using heat‑map self‑scoring. Results showed the...
Never Stop Learning: What Future Leaders Taught Us
Forrester’s B2B Summit North America introduced its inaugural Future Leaders Program, spotlighting early‑career talent who excel at blending technical depth with strategic insight. Participants demonstrated curiosity about generative AI, using agents to streamline work and reimagine go‑to‑market approaches. The event...
Marketing Program Proliferation Hurts Customer Experience And Limits Business Growth
Forrester’s new report warns that B2B marketers are launching more programs than ever, creating noise that erodes customer experience and caps growth. The study traces the problem to two decades of unchecked program proliferation, a lag in adapting to digital‑native...
Mission Possible: Navigating The GTM Singularity
At the B2B Summit North America, Forrester unveiled the go‑to‑market (GTM) singularity, a disruptive shift fueled by economic uncertainty, empowered buyers and AI agents. The research argues that legacy GTM models are collapsing, demanding firms adopt new ARC principles—Augmented, Resilient,...
Proof Is The Product: How Trials And POCs Have Become A Real Go‑To‑Market Motion
B2B buyers now demand concrete proof that AI‑enabled solutions deliver measurable outcomes, turning proofs of concept and free trials into mandatory evaluation steps. Buying committees have grown to an average of thirteen stakeholders, making traditional messaging insufficient. Trials must be...
AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
AI‑driven answer engines are reshaping B2B buying, delivering zero‑click answers that bypass traditional marketing touchpoints. As a result, engagement metrics—long the cornerstone of marketing accountability—are falling 20‑30 %, threatening budget credibility. Forrester reports 90 % of B2B leaders now prioritize AI visibility,...
The AI CMO: Growth Accountability Gets Next-Level
Forrester’s new report "The AI CMO" argues that artificial intelligence is not eliminating the chief marketing officer role but reshaping it into a growth‑orchestration function. AI agents will handle routine campaign execution, freeing CMOs to make enterprise‑level investment and automation...
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams face flat budgets, rising costs and demanding Gen Z‑Millennial audiences, while vast amounts of event data sit idle. AI adoption has surged, with 43% of firms using it to repurpose content and 40% for analytics, but many...
Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are increasingly using answer engines and generative AI tools to research solutions before ever clicking a website, creating a surge in zero‑click behavior. Traditional analytics miss these interactions because bot and agent traffic is filtered out as noise....
Building Preference Is The Key To Winning B2B Buyers
B2B buying networks have become increasingly chaotic, with Forrester reporting that 73% of purchases involve three or more departments and an average of 13 internal and nine external participants. The research shows 68% of buyers start the process with a...
Three Realities About B2B Buying Networks
Forrester’s 2025 Buyers’ Journey Survey shows B2B purchases are increasingly chaotic, with 73 % involving three or more departments and an average of 13 internal and nine external participants. Buyers now turn to peers, industry communities, and generative AI tools long...
AI Pricing Is Product Strategy: Five Questions Every Product Manager Must Answer Early
AI pricing is no longer a post‑launch add‑on; it must be baked into product strategy from day one. Traditional seat‑based SaaS models falter under AI’s variable compute costs and usage spikes, forcing firms to rethink pricing structures. The article outlines...