Forrester's B2B Summit Highlights Challenges in Modern Buying Processes

What's Happening?

Forrester's B2B Summit EMEA, scheduled for October 6-8, 2025, will address the evolving landscape of business-to-business (B2B) transactions. Paul Ferron, Forrester's research director, highlights a significant gap between modern buyers and vendors, with many vendors still employing outdated sales and marketing strategies. The summit will focus on the concept of 'buying mayhem,' where the complexity of B2B transactions is increasing due to the involvement of large buying groups and external influencers. Ferron notes that the average B2B buying group now consists of 19 individuals, complicating the decision-making process. Additionally, the rise of generative AI and the predominance of Millennials and Gen Z in buying roles are reshaping how transactions are conducted, with a shift towards online interactions.

Why It's Important?

The insights from Forrester's summit are crucial for businesses aiming to adapt to the changing B2B environment. The traditional methods of targeting individual buyers are becoming obsolete as buying decisions are increasingly made by groups. This shift necessitates a new approach to marketing and sales, focusing on understanding and engaging with entire buying networks. The use of AI in the buying process further complicates the landscape, requiring vendors to provide clear, unbiased information to build trust. Companies that fail to adapt may struggle to compete, while those that embrace these changes could see improved engagement and success rates.

What's Next?

Forrester suggests a 'revenue process transformation' to replace outdated practices like marketing-qualified leads (MQLs) with a focus on opportunities involving multiple personas. This approach encourages vendors to engage with entire buying groups rather than individuals. Companies are advised to start this transformation with existing tools and data protection measures, as demonstrated by Palo Alto Networks, which saw a significant increase in win rates. The summit will likely provide further strategies and insights for businesses to navigate this complex landscape.

Beyond the Headlines

The shift in B2B buying processes reflects broader changes in the business world, where digital transformation and generational shifts are driving new ways of working. The emphasis on group decision-making and the use of AI highlight the need for businesses to be agile and responsive to technological advancements. This evolution also raises questions about data privacy and the ethical use of AI in influencing buying decisions, which may become focal points for future discussions.