S4E3: Sarah Falcon

About this episode

Sarah Falcon discusses the transformation of manufacturers and distributors in B2B e-commerce and shares her journey in digital marketing.

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.

People in this episode

Host: Jason Nyhus

Guest: Sarah Falcon

Topics covered

• B2B e-commerce
• digital marketing
• sales transformation
• change management
• channel conflict

Keywords

• B2B sales
• e-commerce
• digital transformation
• marketing strategies
• manufacturers
• distributors

Mentioned in this episode

Organizations: B2B Ecommerce Association, Falcon Consulting

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• S4E2: Shae Inglis - Solving Complex Problems · February 17, 2026 · 34 min
• S4E1: Brian Walker - Adapting to Dynamic Market Changes · February 9, 2026 · 35 min