3D product configuration
Ina Rogalev
5. June 2026
Artificial intelligence, digital platforms, and automated processes are currently transforming B2B sales faster than ever before. Yet the DCC – Digital Commerce Conference 2026 in St. Wendel made one thing clear: technology alone is not enough to create successful digital B2B sales.
More than 150 participants from around 60 companies across a wide range of industries discussed how businesses can future-proof their sales processes — and why so many digitalization projects continue to fail due to the same recurring challenges.
The key takeaway from the conference was clear: true competitive advantage emerges where processes, data, and customer experiences interact seamlessly and intelligently.
Many companies are currently investing heavily in AI solutions without first establishing well-structured and streamlined processes. Yet this is often exactly where the problem lies. After all, AI can only deliver real value when data quality is reliable, responsibilities are clearly defined, and system landscapes are properly aligned.
Particularly in B2B sales, one thing is becoming increasingly clear: digitalization is no longer just a question of technology.
Instead, the focus is on
Or to put it another way: AI does not improve bad processes; only more quickly visible. If you want to use AI sensibly, you shouldn’t start with automation by watering can principle, but with the question in which process it can have a resilient effect at all.
Another key topic at the DCC was the growing realization that many customers are already operating far more digitally than the sales organizations they interact with.
Today’s B2B customers conduct their own research, compare providers online, and expect relevant information in real time. At the same time, however, products, configurations, and quotation processes in the business environment remain highly complex.
This is precisely why structured product data, integrated system landscapes, and intelligent configure-to-order processes are becoming increasingly important.
It became particularly clear that modern digital sales models can only succeed when
Companies should therefore measure the efficiency of their sales processes primarily by whether customers can find key information in the right place at the right time, even without having to wait for a callback.
Despite all technological advancements, people remain a decisive factor in sales. What is changing significantly, however, is the nature of their role.
Instead of losing valuable time on manual coordination and administrative tasks, sales teams will increasingly need to focus on advisory, strategic, and interpretive work in the future.
The most in-demand capabilities will be
Even in the age of AI trustful cooperation and competent advice remain key success factors in B2B. In other words, digital self-service offerings are not replacing personal advice, but rather shifting its focus. Customers want to complete simple steps independently, make faster progress and be better prepared. This is precisely why personal sales are gaining in value where classification, decision-making certainty and individual requirements are important.
DCC 2026 in St. Wendel demonstrated that successful digital sales are not built on isolated tools or short-term AI initiatives alone.
What truly matters is the ability to build resilient processes, make intelligent use of data, and continuously rethink and refine digital customer experiences.
Technology remains the enabler — but the real transformation takes place within the processes behind it.
LENA SCHÖNLEBEN
Team Lead Marketing
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