In this episode Sarah Falcon, SVP of Global Marketing at B2B Ecommerce Association and Founder of Falcon Consulting, shares how manufacturers and distributors are transforming their approach to e-commerce and the compelling shift happening right now in B2B sales and marketing, and what it takes to thrive in complexity. Tune in to hear about Sarah’s journey from early digital marketing days to leading global B2B e-commerce initiatives. She shares her firsthand experiences navigating channel conflict, change management, and the real reasons why B2B sales teams are embracing digital faster than ever—despite initial resistance. If you’re a manufacturer, distributor, or B2B marketer feeling stuck on how to adapt, this episode is your blueprint for making digital work for your business.