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Forrester says $1M B2B deals are going self-serve, and alignment breaks first
Forrester predicts more than half of $1 million-plus B2B transactions will run through digital self-serve channels in 2025. Alignment breaks first. Influ2’s 2025 alignment report shows many teams still struggle to pass high-intent contacts from marketing to sales and target the same people inside accounts.
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Key facts, context, and what it means, in one minute.
If Forrester’s “more than half” forecast holds, the hardest part of $1M+ selling shifts to what happens before and after checkout: influence, validation, and expansion motions around a digital transaction.
Influ2’s definition of an effective hand-off, 35% or higher of ad clickers also contacted by sales, is a practical benchmark for rev ops teams trying to quantify alignment beyond MQL volume.
Digital self-serve makes attribution fights more expensive: when the buyer checks out on a website or marketplace, the only defensible story is a shared contact-level trail across marketing touches and sales activity.
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- The State of Sales & Marketing Alignment in 2025 ↗· Influ2
- <a href="https://www.forrester.com/press-newsroom/forrester-predictions-2025-b2b-marketing-sales/” rel=”nofollow noopener” target=”_blank”>Forrester Predictions 2025: B2B Marketing and Sales ↗· Forrester
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MarketScale NewsroomEditorial Team, MarketScale
The MarketScale Newsroom reports on the companies, technologies, and trends shaping 16 B2B industries. It turns primary sources and expert commentary into clear, useful coverage for the people doing the work.
