Forrester's B2B Forum EMEA 2026 Targets AI-Driven GTM Overhaul — Forrester Research, Inc.

Event summary

Forrester’s B2B Forum EMEA 2026 will take place in London on September 28–29, 2026.
The event focuses on the 'GTM Singularity,' addressing AI-driven shifts in B2B buying behavior.
Keynotes cover unified GTM strategies, AI-powered buyer autonomy, and performance frameworks for invisible buying environments.
Forrester highlights that 90% of business buyers now use genAI or conversational search in the purchasing process.

The big picture

Forrester’s event underscores the accelerating disruption of traditional B2B sales and marketing models due to AI-led discovery and self-directed buying journeys. The shift toward a 'GTM Singularity' reflects broader industry trends where organizations must unify teams, technologies, and customer engagement strategies to maintain relevance in an increasingly invisible buying environment.

What we're watching

AI Adoption Pace: How quickly B2B organizations integrate AI into their GTM strategies to match evolving buyer behaviors.
Performance Metrics Shift: Whether new accountability frameworks align marketing, sales, and customer-facing teams effectively.
Competitive Differentiation: The extent to which companies leveraging unified GTM models outperform those relying on legacy approaches.