What is the story about?
What's Happening?
Forrester's B2B Summit EMEA, scheduled for October 6-8, 2025, will focus on the evolving dynamics of B2B transactions under the theme 'Mastering Buying Mayhem.' Paul Ferron, Forrester's research director, highlights a growing disconnect between modern buyers and vendors still using outdated sales practices. The summit will explore the complexities of B2B buying networks, which now involve larger groups of decision-makers and external influencers. The event will also address the impact of generational shifts and technological advancements, such as AI, on the B2B buying process.
Why It's Important?
The summit's focus on 'buying mayhem' underscores significant challenges in the B2B sector, where traditional sales methods are increasingly ineffective. As buying groups expand and incorporate diverse perspectives, vendors must adapt to remain competitive. The integration of AI and the rise of digital-native buyers necessitate a transformation in how businesses approach sales and marketing. Forrester's insights could guide companies in restructuring their sales strategies to better align with contemporary buyer expectations, potentially leading to improved customer satisfaction and increased sales success.
What's Next?
Following the summit, businesses may begin to implement Forrester's recommendations, such as abandoning outdated metrics like marketing-qualified leads (MQLs) in favor of more holistic approaches. Companies might also invest in technologies and training to better engage with complex buying networks. The adoption of these strategies could lead to a more streamlined and effective B2B sales process, fostering stronger relationships between vendors and buyers.
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