This chapter provides an overview of how marketing strategy and business performance influence society. We first outline the sustainability and digital transformation trends that have become utterly vivid and irrevocable in the global arena during the last decade. Given this background, we then investigate the marketing management literature for the cutting edge conceptualizations of marketing strategy and business performance. For this, we explore both the Business-to-Business and Business-to-Consumer as well as goods and services industries, where the borders among them all have started to blur. A qualitative study over best practices follows, which is conducted employing both primary and secondary data. Specifically, we reached out to top global managers from around the world, working in both non-profit organizations, traditional firms, and digital native start-ups to understand how different unit of analyses, i.e., individuals, functions, organizations, can integrate and get intertwined for what defines success for the business and society at large in this day and age. Building on the expert insights, we finally propose a futuristic guideline for marketing researchers, lecturers, and practitioners so they become better equipped and accelerate in their preparations for the next era.