Marketing trends 2026: trends, technology, and skills for the future according to Fabio Ancarani
17 April 2026From artificial intelligence to the integration of marketing and sales: what is really changing and why an Executive Master can accelerate your career
The world of marketing and sales is undergoing a radical transformation: technological evolution, the growing centrality of data, and a new relationship between brands and consumers are redefining the ground rules.
How can a company build a competitive advantage in today’s business environment? We asked Fabio Ancarani, Full Professor of Marketing at the University of Bologna and Scientific Director of the Executive Master in Sales and Marketing at Bologna Business School.
New scenarios: the three drivers of change
Marketing is undergoing a profound transformation, says Ancarani; this is what emerges from the analysis conducted on the occasion of the publication of the handbook Pillole di Marketing (Kotler, Keller, Chernev, Ancarani and Costabile). According to the professor, there are three main drivers of this change.
The first is Martech, a neologism that in itself highlights the now technological nature of marketing activities, not only because of artificial intelligence, but also due to the enormous potential of technologies supporting marketing strategies.
The second is Purpose Marketing, meaning a form of marketing increasingly driven by purpose and values close to ESG and CSR. Brands are called not only to offer products and services, but also to express a vision.
The third is Human to Human Marketing (H2H), which brings the human dimension back to the center: the consideration of humanism and human resources alongside technology in generating competitive advantages.
AI, data analytics, and new sales logics
How are marketing and sales changing with the advent of new technologies?
Marketing and sales, once considered creative and persuasive activities, are becoming increasingly data-driven and automated.
From a Martech perspective, it is no longer possible to think of effective strategies without the support of technology. Data becomes central, but only if interpreted correctly.
The world of sales is also evolving rapidly: it is no longer just about Consultative and Solution Selling, but even Challenger Sales. An approach in which the salesperson does not merely respond to customer needs, but anticipates and guides them through data-based insights.
Marketing and sales: an integrated system
Marketing and sales, as a famous metaphor suggests, although they are different planets, are still very close and part of the same solar system, with the guiding star at the center being the customer.
Overcoming the separation between these two functions has become essential. More and more companies are adopting the concept of Smarketing, a fusion of Sales, Marketing, and Smart, aimed at intelligent integration of activities.
The goal is to create continuity between strategy and execution, improving overall effectiveness and the customer relationship.
Skills for today’s managers
What skills are needed to work in marketing and sales at an international level? In times of transformation like the present, new professional roles and continuous upskilling are required, says Ancarani.
Key skills include:
- mastery of technologies, which become an enabling factor;
- people management, because in a Human to Human logic, differential value is generated;
- interdisciplinary and strategic capabilities;
- soft skills and empathy toward the market and the customer.
In a world of increasingly powerful AI, these are precisely the capabilities that make the difference.
Bologna Business School and an Executive Master in Marketing and Sales
What is the value today of an Executive Master in Marketing and Sales Management?
The Executive Master in Sales and Marketing has, for over 10 years, continuously updated its program at each new edition based on ongoing developments in Sales and Marketing, while maintaining a focus on unifying and enduring principles, as its Scientific Director tells us.
The Bologna Business School program stands out for its balance between theory and practice: it has a rigorous scientific foundation, guaranteed by the centuries-old history of the Alma Mater. At the same time, it offers pragmatism and immediate application derived from interaction with competitive and successful Italian companies in international markets.
An approach that allows participants to develop skills that can be immediately applied in complex and global contexts.
Education and transformation: the key to the future
Marketing and sales are evolving rapidly, driven by technology, data, and new customer expectations.
Facing this transformation requires an integrated vision and up-to-date skills capable of combining innovation with a people-centered approach.
Investing in education means equipping oneself with the tools to interpret change and turn it into a lasting competitive advantage.
Do you want to grow in the world of marketing and sales?
Discover how the Executive Master in Sales and Marketing can help you build a solid and international career path.
