Make Smarter GTM Decisions With Intelligence At B2B Summit

2026-04-08 · Source: Featured Blogs - Forrester · Field: Business & Management — Corporate Strategy & Leadership, Marketing, Branding & Advertising, Operations & Process Management · Depth: Intermediate, quick

Summary

This workshop at Forrester's B2B Summit North America, led by Barbara Winters and Beth Caplow, addresses the common challenge of product-centric or data-deficient go-to-market (GTM) strategies. It aims to equip B2B leaders with a standard, repeatable process to ground GTM decisions in market, competitive, and buyer intelligence, moving beyond assumptions. Attendees will learn a practical framework for gathering and synthesizing key data sources, enabling them to transform fragmented intelligence into a robust decision engine. The session also includes an assessment to identify current intelligence sourcing gaps, ensuring GTM teams can make smarter, data-driven choices about market segments and buying groups.

Key takeaway

This B2B Summit workshop equips B2B leaders with a repeatable process and practical framework to integrate market, competitive, and buyer intelligence into GTM strategy. It enables data-driven decisions on market segments and buying groups by synthesizing fragmented intelligence, moving beyond product-centric assumptions. Attendees will transform their intelligence gathering into a robust decision engine, ensuring GTM strategies are grounded in reality and optimized for impact.

Topics

• Go-to-Market Strategy
• Market Intelligence
• Competitive Intelligence
• Buyer Intelligence
• B2B Summit North America

Best for: Executive, Consultant, Marketing Professional

Related on AIssential

• The GTM Singularity Is Here, And We’re Ready: Parting Thoughts From B2B Summit North America — The B2B world is entering a "GTM Singularity" requiring holistic, AI-augmented, resilient, and collaborative go-to-market strategies.
• How to Use a Competitive Intelligence Dashboard to Turn Market Data Into Smarter Marketing Decisions — Competitive intelligence dashboards centralize market, competitor, and customer data, enabling faster, data-driven marketing decisions and improved performance.
• A Seller’s Guide To B2B Summit North America — B2B Summit North America helps sales professionals adapt to AI-driven buyer autonomy and evolving go-to-market strategies.
• If you had 30 minutes with a CEO, decision factories, decision managers, KISS 2.0, and being nice — Organizations should evolve into "Decision Factories" by prioritizing actionable decisions over just models and dashboards.
• 20 mental models For The AI Business — Understanding complex systems requires analyzing interdependent layers from foundational physics to strategic outcomes.
• AI heavyweights unveiled as keynote speakers for Broker Innovation Summit 2026 - Broker Daily — Strategic AI adoption, moving beyond basic tools, is crucial for brokers to achieve competitive advantage and scale.

Open in AIssential →

Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.