B2B buying and selling dynamics are changing faster than most sales orgs can adapt — yet the fundamental pressure to hit the number hasn’t changed. Sellers must rethink how they engage buyers, prioritize effort, and create value amid AI-driven buying journeys and reduced visibility. That’s precisely the environment that B2B Summit North America is designed for.
For sales leaders, sales operations team members, and revenue enablement professionals, the value of Summit comes down to focus: knowing which sessions, conversations, and experiences will best set you up for success. Here’s how to approach the event with intention.
Start With The Keynotes To Set Context
The Summit keynote sessions are designed to help you get oriented in a rapidly shifting go-to-market (GTM) climate. This year’s keynotes will focus on how AI-powered buyer autonomy is reshaping sales and marketing roles, dismantling traditional funnels, and forcing revenue teams to rethink how they create value when buyers control the journey. You’ll learn what shapes buyers’ preferences and gain a practical view of the future of GTM execution — including how sellers can work alongside AI to improve focus, insight, and outcomes without losing the human judgment and relationships that still win complex deals. To get the most from the Summit experience, we recommend you attend them all.
Build A Schedule Geared Toward Your Needs And Goals
The Summit agenda includes breakout sessions designed to equip sales leaders, sales operations team members, and revenue enablement professionals to excel. (Pro tip: Use the topic filter on the agenda page to home in on the most relevant ones.) Several sessions focus on the future of selling, including how AI and automation are reshaping sales roles, what buyer-seller interactions may look like over the next decade, and how sellers and GTM teams will increasingly co-sell with AI agents. These will go beyond surface-level discussions and offer concrete views into how responsibilities, skills, and workflows are shifting.
Other sessions focus on the operational and intelligence backbone that sellers now depend on — with topics including turning deal intelligence into a competitive advantage, building AI-ready data foundations across sales and marketing systems, and adapting to a world where zero-click search and declining first-party signals demand smarter use of third-party intent and buying network insights. Together, these sessions will help sales teams improve forecasting, personalization, and decision-making in an environment where traditional signals no longer tell the full story.
Put Insights Into Action In Workshops
Summit workshops are where sellers and sales leaders can slow down and work through real problems — collaboratively and cross-functionally, facilitated by a Forrester expert. Hands-on in nature, they’re designed to help you move from “That’s an interesting idea” to “What would we actually change on Monday?”
This year’s workshop topics include assembling and activating buying groups, aligning and activating AI agents for go-to-market teams, using market intelligence to make smarter GTM decisions, postsale engagement design, and more. (Find the complete list here.) Seating is limited, and registration for B2B Summit is required to reserve a place.
Use Roundtables To Pressure-Test What You’re Doing Now
Roundtables — small, analyst-facilitated discussions focused on a single topic — aren’t quite as “roll up your sleeves” in nature as workshops are, but they give participants the opportunity to compare approaches, test ideas, and surface practical options.
This year’s roundtables focus on challenges including designing sales plans for modern buyers, resetting partner enablement, using postsale insights across the lifecycle, and aligning incentives with today’s GTM dynamics. For organizations that attend B2B Summit as a team, these sessions can also serve as a structured forum to align around a shared challenge or decision.
Get One-On-One Advice
Attendees can also contextualize Summit insights on an individual level through a one-on-one meeting with a Forrester analyst. These sessions are perennial favorites at Summit, so it’s best to sign up early once slots become available (shortly before the event). Analysts bring years of practitioner experience and deep research context, making these sessions ideal for talking through validating an approach or testing assumptions. If you’re not already a Forrester client, it’s also a great way to experience the value of analyst guidance firsthand.
Explore The Changing Revtech Landscape
The B2B Summit Marketplace gives sales leaders and revenue teams a single hub for connecting directly with some of the most innovative companies and leading providers shaping the future of go-to-market strategy. It’s an opportunity to explore new AI-powered solutions that help teams identify in-market buyers, eliminate manual work, sharpen forecasting accuracy, and transform everyday sales conversations into strategic insight. There will be live demos and real-world case study sessions throughout the event to help you see how these solutions could work for your organization.
Make Time For Focused Networking
B2B Summit networking is intentionally designed to support meaningful connections, whether through serendipitous encounters in sessions and the Marketplace or through more focused environments, such as the invite-only Executive Leadership Exchange and the Forrester Women’s Leadership Program, where sales leaders and professionals can share challenges, compare approaches, and learn from peers facing similar pressures.
A Simple Way To Measure Success
Before you leave Summit, identify a small set of actions you’ll take as a result of attending — changes you’ll test, decisions you’ll revisit, or conversations you’ll start internally. Three concrete next steps are usually more valuable than a long list of ideas.
Approached this way, B2B Summit becomes less about keeping up with everything and more about making deliberate progress in a changing GTM environment.
Want to take these ideas with you to Phoenix? Download our quick-hit checklist.
Ready to register? Do so here. We look forward to seeing you!
