What happens to the traditional B2B funnel when buyers no longer move in linear, predictable paths? How do high-performing organizations protect revenue growth when decision-making is digital and AI-influenced? Traditional go-to-market strategies are collapsing under the weight of AI-driven buyer autonomy and shifting power dynamics. To stay ahead, leaders must rethink strategy, measurement and enablement.
Paul Ferron, VP and Research Director at Forrester, will in this session unpacks the forces driving today’s GTM disruption and shares actionable principles to help organizations stabilize pipelines, align teams and protect growth in an unpredictable, hyper-connected, AI-shaped marketplace.
Paul Ferron leads Forrester's team of European B2B analysts and with more than 20 years of leadership experience in B2B sales and marketing, he is widely recognized for helping organizations align business functions around audience-focused go-to-market strategies.