The thematic R&D group on Sales and Marketing is dedicated to advancing the understanding of effective sales and marketing strategies in today's dynamic business environment. Our research covers a wide range of topics, including consumer behavior, digital marketing, sales techniques, branding, and market analysis. We aim to investigate innovative (digital) techniques and tools to enhance marketing effectiveness and sales performance. By bridging theory and practice, we address current challenges faced by businesses, helping them to better engage with customers, optimize their marketing efforts, and drive growth. Our work supports the development of strategic initiatives that foster strong customer relationships and competitive advantage.