A Seller’s Guide To B2B Summit North America

2026-03-03 · Source: Featured Blogs - Forrester · Field: Business & Management — Sales & Commercial Development, Marketing, Branding & Advertising, Corporate Strategy & Leadership · Depth: Intermediate, short

Summary

The B2B Summit North America event is designed to help sales leaders, sales operations teams, and revenue enablement professionals navigate the rapidly changing B2B buying and selling landscape, particularly concerning AI-driven buyer autonomy. Keynotes will address how AI reshapes sales and marketing roles, dismantles traditional funnels, and forces revenue teams to rethink value creation. Breakout sessions will cover the future of selling, including AI's impact on sales roles, buyer-seller interactions, and co-selling with AI agents. The Summit also features workshops for hands-on problem-solving, roundtables for peer discussion, one-on-one analyst advice, and a marketplace showcasing innovative AI-powered solutions for identifying buyers, improving forecasting, and enhancing sales conversations. Focused networking opportunities are also available.

Key takeaway

For sales leaders and revenue enablement professionals grappling with AI-driven shifts in B2B sales, attending B2B Summit North America offers a structured approach to adapting your go-to-market strategy. You should focus on sessions that provide concrete insights into AI's role in buyer journeys and sales operations, leveraging workshops and roundtables to translate new ideas into actionable changes for your team. Prioritize identifying three specific actions to implement post-Summit to ensure deliberate progress.

Key insights

B2B Summit North America helps sales professionals adapt to AI-driven buyer autonomy and evolving go-to-market strategies.

Principles

• Buyer autonomy reshapes sales roles.
• AI integration improves GTM execution.
• Human judgment remains critical in complex deals.

Method

Attendees should prioritize keynotes for context, build a schedule based on needs, engage in workshops for practical application, use roundtables for idea validation, and seek one-on-one analyst advice.

In practice

• Attend keynotes to understand AI's impact.
• Filter agenda topics for relevance.
• Utilize workshops for hands-on problem-solving.

Topics

• B2B Summit North America
• AI in Sales
• Go-to-Market Strategy
• Sales Operations
• Revenue Enablement

Best for: Executive, Operations Professional, Marketing Professional

Related on AIssential

• Hands On, Heads Up: Why B2B Leaders Who Embrace Active Learning Get Ahead — B2B leaders need interactive learning to adapt operating models to AI-driven buyer autonomy and complex ecosystems.
• Make Smarter GTM Decisions With Intelligence At B2B Summit — 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.
• Sales Used to Be the Engine. For the AI Leaders, It’s Often More the Caboose. — For AI leaders, product-driven demand makes sales a processor, not the primary growth engine.
• Technology Sales is now about getting back to selling expertise and proof, not promise. — AI shifts technology sales from relationship-based access to demonstrated expertise, proof, and outcome-linked pricing.
• Who Got the Most Leads at SaaStr AI Annual 2026? The Top 15 Tell You Exactly Where B2B Budget Is Going — B2B budget is rapidly shifting towards AI-native solutions for sales and development, while core operational tools remain essential.
• 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.