Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025

illustration: Bing AI

Forrester 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/