{"id":152071,"date":"2026-04-17T15:14:37","date_gmt":"2026-04-17T13:14:37","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=152071"},"modified":"2026-04-17T15:14:37","modified_gmt":"2026-04-17T13:14:37","slug":"marketing-trends-2026-trends-technology-and-skills-for-the-future-according-to-fabio-ancarani","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/marketing-trends-2026-trends-technology-and-skills-for-the-future-according-to-fabio-ancarani\/","title":{"rendered":"Marketing trends 2026: trends, technology, and skills for the future according to Fabio Ancarani"},"content":{"rendered":"

From artificial intelligence to the integration of marketing and sales: what is really changing and why an Executive Master can accelerate your career\u00a0<\/strong><\/h2>\n

The world of marketing<\/strong> and sales is undergoing a radical transformation<\/strong>: technological evolution, the growing centrality of data, and a new relationship between brands and consumers are redefining the ground rules.
\nHow can a company build a competitive advantage in today\u2019s business environment? We asked Fabio Ancarani<\/a>, Full Professor of Marketing<\/strong> at the University of Bologna<\/strong> and Scientific Director <\/strong>of the Executive Master in Sales and Marketing<\/strong> at Bologna Business School<\/strong>.<\/p>\n

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New <\/strong>s<\/strong>cenarios: <\/strong>t<\/strong>he <\/strong>t<\/strong>hree <\/strong>d<\/strong>rivers of <\/strong>c<\/strong>hange\u00a0<\/strong><\/h2>\n

Marketing is undergoing a profound transformation<\/em>, says Ancarani; this is what emerges from the analysis conducted on the occasion of the publication of the handbook Pillole di Marketing<\/em> (Kotler, Keller, Chernev, Ancarani and Costabile). According to the professor, there are three main drivers of this change.
\nThe first is Martech<\/strong>, a neologism that in itself highlights the now technological nature of marketing activities<\/em>, not only because of artificial intelligence, but also due to the enormous potential of technologies supporting marketing strategies<\/strong>.
\nThe second is Purpose Marketing<\/strong>, meaning a form of marketing increasingly driven by purpose and values close to ESG and CSR<\/em>. Brands are called<\/strong> not only to offer products and services, but also to express a vision<\/strong>.
\nThe third is Human to Human Marketing<\/strong> (H2H), which brings the human dimension back to the center<\/strong>: the consideration of humanism and human resources alongside technology in generating competitive advantages<\/em>.<\/p>\n

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AI, <\/strong>d<\/strong>ata <\/strong>a<\/strong>nalytics, and <\/strong>n<\/strong>ew <\/strong>s<\/strong>ales <\/strong>l<\/strong>ogics\u00a0<\/strong><\/h3>\n

How are marketing and sales changing with the advent of new technologies?
\nMarketing and sales, once considered creative and persuasive activities, are becoming increasingly data-driven<\/strong> and automated<\/strong>.
\nFrom a Martech perspective, it is no longer possible to think of effective strategies without the support of technology. Data becomes central<\/strong>, but only if interpreted correctly<\/strong>.
\nThe world of sales is also evolving rapidly: it is no longer just about Consultative and Solution Selling, but even Challenger Sales<\/em>. An approach in which the salesperson does not merely respond to customer needs, but anticipates and guides them through data-based insights.<\/strong><\/p>\n

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Marketing and <\/strong>s<\/strong>ales: <\/strong>a<\/strong>n <\/strong>i<\/strong>ntegrated <\/strong>s<\/strong>ystem<\/strong><\/h2>\n

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<\/em>.
\nOvercoming the separation between these two functions has become essential. More and more companies are adopting the concept of Smarketing<\/strong>, a fusion of Sales, Marketing, and Smart, aimed at intelligent integration of activities.
\nThe goal is to create continuity between strategy and execution<\/strong>, improving overall effectiveness and the customer relationship.<\/p>\n

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Skills for <\/strong>t<\/strong>oday<\/strong>\u2019s <\/strong>m<\/strong>anagers\u00a0<\/strong><\/h2>\n

What skills<\/strong> 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<\/em>, says Ancarani.
\nKey skills include:<\/p>\n