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At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.
Forrester has opened nominations for the 2026 B2B Return On Integration Honors and B2B Programs Of The Year Awards, to be presented at B2B Summit North America 2026. Submissions close February 18, 2026, with winners recognized in late April in Phoenix.
The B2B Return On Integration Honors recognize organizations that aligned product, marketing, sales, and customer engagement goals, integrated two or more of these functions, and measured outcome-based results.