Digital expectations are accelerating across B2B commerce, but most manufacturers, distributors, and wholesalers are still working within systems and processes that were never designed to support how they need to sell today. As a result, teams are being pushed to modernize faster than their current capabilities allow, creating internal friction, unclear priorities, and growing pressure across the business.

This private dinner brings together senior leaders across IT, marketing, and digital who are navigating that shift firsthand. The conversation will focus on what it actually takes to deliver the modern buying experience customers expect,  and what is actually getting in the way of meaningful progress, from budget constraints to competing priorities and old habits.

Attendees will leave with a clearer perspective on how their peers are approaching modernization, where customers are truly ready for more digital engagement versus still reliant on manual processes, and how to apply AI in ways that deliver practical value without adding unnecessary complexity.

BWG Connect, Data Realm & Intershop invite you to join us for an interactive discussion over drinks and dinner with your peers! We'll explore the latest trends in the space and get your questions answered.

As always, there will be no sales pitches and dinner is complimentary.

Seating is limited, and RSVP is required.

• Digital expectations are forcing B2B manufacturers, distributors, and wholesalers to rethink how to sell faster than their current capabilities allow
  • Attendees will share what triggered their shift and how teams across IT, marketing and digital are defining success over the next 12 to 18 months
• Avoiding internal friction when evolving beyond legacy order-taking - such as portals, gated logins, get-a-quote, or catalogs-only
  • The group will unpack where alignment exists today and where internal breakdowns are slowing progress
• Internal barriers are often the biggest constraint on modernization, not the technology itself
  • Discussion will focus on navigating budget pressure, competing priorities, channel conflict, and driving change across established teams
• Customers want more digital flexibility but still rely on manual processes that are hard to unwind
  • The group will explore what customers are ready to adopt, what they resist, and how that shapes near term decisions
• Pressure to integrate AI solutions is increasing but how to identify where to add value versus complexity
  • Attendees will compare where AI is working today and where processes are too fragmented to support it without added complexity