The digital transformation of marketing and sales processes is advancing more rapidly than ever before. Given the rapid pace, it is challenging for marketing and sales executives to maintain an overview and understand which technologies offer the greatest value potential. As a result, many organizations are not tapping the full potential of digital transformation in marketing and sales.

In response, we need to ask:

1. How will organizations market and sell in the future?

2. How can marketing and sales processes benefit from the latest technology trends, such as generative AI?

3. What are the best practices of digital marketing and sales transformation?

4. How can marketing and sales executives lead the change toward digitally transformed marketing and sales processes?

Drawing on the latest research from diverse academic disciplines, Michael Ahearne and Johannes Habel (University of Houston) will provide a framework for thinking about these issues and discuss applications that can help workshop participants enhance their marketing and sales processes through digital technologies.