One of the benefits of the analyst’s role at Forrester is engaging with B2B leaders to understand their business challenges and priorities. This month, I was fortunate to spend time in person with a broad range of sales and operations leaders at Forrester’s B2B Summit EMEA and other events in London. Much of the conversations focused around how generative AI (genAI) is impacting and will impact go-to-market (GTM) efforts, specifically within sales. I came away from these valuable ...
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