Forrester

Forrester's 2027 Predictions are live. For the past few years, the race has been about moving faster with AI, but in 2027, the focus will shift from speed to control. As AI becomes more deeply embedded across organizations, leaders will face a growing challenge: how do you maintain control without stifling innovation? From governance and oversight to managing costs and proving value, finding that balance will become an increasingly important leadership priority. Sharyn Leaver explains why the pursuit of control will become one of the defining business tensions of the year ahead, and what it means for leaders across industries, functions, and regions. 🔮 Read Sharyn's 2027 predictions preview and explore what's ahead: https://forr.com/4dSaTjj

Build a stronger, more connected B2B marketing team. Bring your team to Forrester’s B2B Forum EMEA in London to deepen role-specific expertise, share learnings across functions, and return with a clearer set of priorities your team can act on.

AI is changing how B2B work gets done, how teams operate, and how growth is measured — and most teams aren’t aligned on what that means in practice. At Forrester’s B2B Forum EMEA in London, bring your team together to get clear on what’s changing across the market, from how organizations are bringing human and AI together to why brand and demand are converging and how accountability for growth is shifting. Split sessions, compare notes, and come back aligned on what to prioritize.

There’s too much changing across B2B marketing to cover it alone — from AI-enabled workflows to planning, governance, and execution. At Forrester’s B2B Forum EMEA in London, your team can attend across tracks, build skills in their areas, and come back with a shared view of what needs to change — across planning, governance, and execution.

There’s a lot to manage in B2B marketing right now — new tools, new expectations, and more pressure to deliver results. At Forrester’s B2B Forum EMEA in London, you’ll learn how to approach planning, execution, and AI-enabled work with more structure and clarity. Pick up ideas you can use immediately, and build skills that help you deliver more impact in your role.