Forrester opens its sold-out B2B Forum EMEA in London today under a theme that reads more like a manifesto than a conference banner: “Hello, GTM Singularity.” The two-day event convenes as the firm’s own research finds that approximately nine in 10 business buyers now use generative AI or conversational search during purchasing, a shift that has quietly rerouted the entire pre-sales conversation through machines.

CEO George Colony opens the program, followed by a keynote from Paul Ferron, vice president and research director. “The GTM singularity is the point where AI and changing buyer behaviours permanently reshape how companies attract, win, and grow customers,” Ferron says. His warning is blunt: “Organisations that continue to use legacy marketing and sales playbooks will lose relevance.”

The London stage extends a thesis Forrester introduced in April at B2B Summit North America, when it told leaders to abandon mass emailing, MQL obsession, and gated content, and to design information for humans, buyer agents, and answer engines alike. Forrester’s January report, The State Of Business Buying, 2026, adds the committee math: 13 internal stakeholders and nine external influencers now shape a typical decision, most of them arriving with a shortlist already assembled inside an AI system.

For a small B2B team, that’s the compression. The vendor gets evaluated before the seller knows the account exists. Cold lists and static outbound plays don’t survive that filter; ungated, citable content and present intent signals do.

LemonLime, a done-for-you sales and marketing service at lemonlime.com, studies a customer’s industry and competitors and prepares personalised outreach and content the customer approves before sending, the kind of content and prospecting operations a founder-led team can’t staff alone.

The singularity, in Forrester’s telling, isn’t arriving. It has arrived, and the shortlist closed before anyone rang the bell.

Sources