What Is the Forrester B2B Summit?
The Forrester B2B Summit (formerly SiriusDecisions Summit) is one of the most respected events for B2B marketing and revenue leaders. Forrester analysts present original research on buyer behavior, marketing effectiveness, and revenue alignment. The 2026 event in Phoenix continues the tradition of delivering frameworks that marketing and sales teams can implement immediately.
The SiriusDecisions heritage means this event has deep roots in the demand waterfall, revenue process design, and marketing-sales alignment. Forrester has expanded the scope to include product-led growth, customer lifecycle analytics, and AI-driven revenue operations.
Key Tracks and Themes for Revenue Teams
Forrester structures the Summit around interconnected tracks:
- Revenue process design and the evolution of the demand waterfall into a full lifecycle model - Marketing attribution and how to measure marketing's contribution to pipeline and revenue - Buyer engagement data and how B2B purchasing decisions are actually made - AI in B2B marketing and sales with specific focus on lead scoring, intent data, and forecasting - Marketing-sales alignment frameworks backed by Forrester's benchmark data
The research presentations include specific benchmarks that marketing and sales leaders can use in planning conversations.
Who Should Attend
CMOs and VPs of Marketing get the most direct value. Forrester's frameworks for measuring marketing effectiveness and attributing pipeline to marketing programs are industry-standard.
CROs benefit from the revenue alignment tracks. The sessions on how marketing and sales should share accountability for pipeline and revenue are particularly relevant for organizations where forecast accuracy depends on marketing pipeline contribution.
RevOps leaders find valuable content in the process design and technology evaluation tracks. Forrester's tech stack assessments help RevOps teams make better investment decisions.
Demand generation leaders get tactical frameworks for optimizing the top of the funnel and measuring its downstream impact on revenue.
ORM's Take on the Forrester B2B Summit
Forrester's research on marketing-sales alignment consistently shows that organizations with tight alignment grow revenue 24% faster. The reason is structural: when marketing and sales share a common pipeline definition, forecast inputs improve across the board.
The best sessions at this event connect marketing activity to revenue outcomes. That connection is where most organizations break down. Marketing measures MQLs. Sales measures bookings. Nobody measures the conversion rates between stages with enough precision to forecast accurately.
Prescriptive revenue models depend on understanding the full pipeline lifecycle, from first touch through closed-won. Forrester's frameworks for measuring this lifecycle are among the best available.
Key Sessions and Topics to Watch
Look for:
- Updated demand waterfall frameworks and benchmarks - Marketing attribution methodology sessions - Revenue process design workshops - AI and intent data applications for pipeline prediction - Marketing-sales SLA design and governance
The analyst one-on-ones (available to Forrester clients) are worth the investment. Bring your specific attribution and forecasting challenges.
Practical Details
- Date: April 27-30, 2026 - Location: Phoenix, AZ - Expected attendance: 2,000-3,000 - Pricing: Conference passes typically range from $2,800-$3,800. Forrester clients receive discounted pricing. - Website: forrester.com/event/b2b-summit-north-america
The Phoenix venue offers a more focused atmosphere than the larger SaaS conferences. The attendee quality is consistently high.
Frequently Asked Questions
What is the Forrester B2B Summit?
The Forrester B2B Summit is a research-driven conference for B2B marketing, sales, and product leaders, featuring Forrester analyst presentations on buyer behavior, revenue alignment, and marketing effectiveness.
Who should attend the Forrester B2B Summit?
CMOs, demand gen leaders, marketing ops professionals, and revenue leaders who want research-backed frameworks for aligning marketing and sales around pipeline outcomes.
Build your forecast before the event
ORM builds custom revenue forecast models that give your team accurate, prescriptive insights. See how it works before you head to Forrester B2B Summit 2026.
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