This chapter deals with the big picture, within which the enormous dynamics of change in B2B marketing must also be considered. The question is not whether Amazon will 1 day also sell, manufacture, and immediately ship industrial products using 3D technology, but when. Because the need for rethinking in the area of B2B marketing is not for its own sake. The sharing economy and Assets-as-Service (AAS) are making ever larger strides. It is the increasingly transparent, virtual, and accelerating environment that will hit the B2B sector next. Companies and their decision-makers—and especially those who want to be sustainably successful—must face this change in order to survive sustainably. The world is changing towards a huge 24/7 All-2-All (A2A) interaction arena, where marketing, sales, and corporate communication must act integrated and orchestrated. Because if they fail to leverage the enormous potential of modern B2B marketing, they will be left behind in terms of competition. But today’s competition only plays a subordinate role, because the real competitors of the future are the Soonicorns of this world. This chapter aims to highlight the causes of this pressure for change and thereby create awareness that not only the entire education sector in the discipline of marketing but also the entire top management of industrial companies must rethink.