Proving AI's value

AI spending in B2B is climbing fast, but proving what it’s actually worth is still the hard part.

Your CFO wants the lift to revenue. Your CMO wants pipeline impact. Your board wants the competitive edge. They’re all asking the same question in different words, and “it saves us time” no longer earns the budget.

In this session, Forrester VP Principal Analyst Lisa Singer introduces the new Forrester AI Value Matrix, a framework that gives every GTM leader a shared vocabulary for measuring AI outcomes. Then Demandbase’s Genelle Kunst and Chad Holdorf bring the practitioner view: how to connect AI-driven activation to pipeline, attribute agent-led activity, and build a business case your leadership already believes in.

Want to go deeper? Explore the Forrester research behind this webinar: Get the report

What you’ll learn:

• A common language for AI value: the nine value types in the Forrester AI Value Matrix, and how to map your own AI investment to the ones that matter
• How to move past activity metrics like emails sent and agents fired, and tie AI directly to pipeline, conversion, and revenue outcomes
• The right way to attribute agent-executed work, and why the “100% of pipeline touched it” claim is noise rather than proof
• A practical way to gauge where you are on the AI value maturity curve, plus three steps you can take this week to make the case internally