The Forrester B2B Summit's second day commenced with a panel featuring four analysts who discussed recent research findings on the buyer journey. Key takeaways include the growing preference of customers to navigate their journey independently while expecting personalized interactions. However, product leaders often overlook user engagement metrics in their decision-making processes, leading to disjointed alignment between Product, Sales, and Marketing teams. Utilizing data and insights to shape sales strategies and aligning technology investments towards revenue generation are becoming essential practices. Organizations are urged to streamline technology usage for a unified approach across various business functions. Additionally, emphasizing cross-functional metrics can foster improved customer success and brand experiences.