Given the changes that are taking place in the customer journey, due to the advent of digital channels, there is an inevitable transformation in touchpoints, stores, and the functions performed by distribution companies. As a direct consequence, the channel policies of upstream companies must also be radically innovated, rethinking the traditional go-to-market logics. In this context, industrial companies as well, in contacting their intermediate clients, i.e. retail companies, are induced to radically innovate their trade marketing approach, transforming it through the integrated use of digital tools and instruments. Businesses can no longer limit themselves to the traditional sell-in and sell-out levers of trade marketing, but must expand activities to digital initiatives, integrating them into suitable BtB e-commerce platforms, that should be designed before the BtC platforms.