In Germany, digitization in companies is closely associated with the term Industry 4.0. Accordingly, the focus is primarily on application areas in production and logistics (Dirks & Rohleder, 2016, p. 6). According to a Bitkom survey, four out of five German companies now have a digitization strategy (Berg, 2018), but only around half have a digitization strategy for marketing and sales (Hannig et al., 2019b, p. 16).