In this episode of the B2B eCommerce Show, Justin King sits down with Sarah Falcon to explore how the B2B eCommerce Association is redefining digital transformation for manufacturers and distributors.

Justin breaks down the association’s three core pillars: Education, Events, and Media. From the Level 1 Certification becoming a common language for entire ecosystems, to executive training and upcoming sales-focused programs, the conversation highlights how structured education is helping organizations align and scale digital effectively.

Sarah shares insights from the newly released Digital Transformation Guide, reframing transformation as organizational change, not just launching an eCommerce site. They discuss how CIOs and digital leaders can position digital as a strategic business driver, solve operational bottlenecks with technology, and move beyond “IT projects” to real business impact.

The episode also previews upcoming resources on PIM and product content, AI’s role in content operations, platform strategy in 2026, and practical frameworks for improving customer adoption.

Plus, Justin shares updates on B2B eCommerce World (London, Melbourne, and Indianapolis), new executive-only sessions, and the Greenville in-person podcast experience.

Key topics include:
• Digital transformation as business change, not just technology
• Creating shared language through certification and training
• Executive positioning of digital initiatives
• Customer adoption frameworks that drive ROI
• Scaling digital across sales teams and branches
• Upcoming PIM, AI, and platform strategy guides
• Expanding global events and media initiatives

A strategic, inside look at how education, community, and leadership are shaping the future of B2B eCommerce.

Justin King 

Sarah Falcon