po polsku
illustration: Bing AIForrester Research’s report, Predictions 2025, emphasizes that companies’ main goal will be to draw valuable insights from previous trial and error to accelerate long-term growth.
Pressure for Quick ROI on AI Investments
Generative AI market leaders recognize the need for a strategic approach to managing AI investments.
- In 2024, 49% of AI decision-makers in the U.S. expected a return on AI investments within one to three years,
- while 44% anticipated ROI within three to five years.
This pressure for rapid returns often leads enterprises to prematurely scale back investments. Forrester suggests that instead of focusing solely on quick returns, AI leaders should create a balanced plan that leverages company-specific data and unique expertise to maximize both short- and long-term gains.
Reorganizing Marketing and Sales Structures
Forrester also highlights the importance of reorganizing organizational structures, especially in marketing and sales, where only 12% of marketing leaders consider current structures effective for achieving revenue goals. Meanwhile, just 7% believe their teams possess the necessary competencies, making reorganization a vital part of strategic plans for 2025.
However, rather than limiting changes to surface-level adjustments, Forrester encourages companies to pursue fundamental transformations, such as adapting strategies to customer needs and optimizing revenue processes.
Examples of steps companies are taking:
- Moving partner ecosystem marketing directly under the CMO.
- Rotating revenue development reps between sales and marketing.
- Integrating revenue operations under a unified “go-to-market” title.
The Role of Value Networks in Younger Generations’ Buying Process
Millennials and Generation Z are beginning to dominate the B2B buying market, influencing how purchasing decisions are made. Forrester’s study shows that in 2024:
- 30% of younger buyers engaged 10 or more people outside the organization in decision-making,
- with this figure expected to rise above 50% by 2025.
Modern buyers rely on external sources, such as social media and industry networks, prompting B2B marketers to develop capabilities to collaborate with external influencers.
Shift to Digital Sales Channels
Shifts in purchasing preferences, especially among younger generations, are leading to the rise of self-service sales channels. In 2024, 52% of large B2B purchases (worth over $1 million) occurred directly through sales representatives.
However, Forrester predicts that by 2025, more than half of such transactions will take place through self-service channels, such as vendor websites or sales platforms. This shift requires sales teams to serve as advisors, helping clients make informed decisions.
Changes in purchasing preferences:
- Increase in self-service B2B transactions worth over $1 million.
- Sales representatives serve as advisors rather than transaction managers.
Declining Interest in Product-Led Growth (PLG) Strategy
Forrester’s findings show that Product-Led Growth (PLG) remains a priority for 25% of marketing decision-makers. Although PLG generates higher revenue and lower customer acquisition costs, market volatility and budget constraints are reducing interest in this strategy.
In 2025, the percentage of companies using PLG is expected to fall below 20%, as businesses redirect resources to generative artificial intelligence.
The full Forrester report "Predictions 2025: B2B Marketing & Sales" is available at:
https://www.forrester.com/predictions/b2b-2025/
COMMERCIAL BREAK
New articles in section Marketing and PR
Rules of SEO in the AI era. The end of FAQ rich results and spam
Sandra Kluza, Harbingers
Google is increasingly distancing itself from AI hacks and reminding us that quality content, technical site availability, and user utility remain the foundation of visibility. AI Search does not replace SEO.
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
See articles on a similar topic:
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
