Forrester's 2026 B2B Marketing and Sales Predictions

This report presents Forrester's predictions for B2B marketing, sales, and product strategies in 2026, highlighting the challenges and opportunities arising from the adoption of generative AI. As B2B buyers increasingly utilize generative AI and conversational search tools, marketing and sales leaders are pressured to integrate these technologies into their strategies. However, 19% of buyers report decreased confidence in their purchasing decisions due to unreliable information from generative AI. The report outlines the potential loss of over $10 billion in enterprise value due to these challenges, emphasizing the need for improved governance and employee training in AI usage. Key predictions include a rise in the importance of human expertise in validating AI-generated insights, an increase in budgets for influencer relations, and a shift towards agent-led negotiations in B2B sales. The document underscores the necessity for B2B leaders to adopt a disciplined approach to generative AI, focusing on trust and accountability to maintain competitive advantage.