{"id":17688,"date":"2026-04-27T09:01:13","date_gmt":"2026-04-27T07:01:13","guid":{"rendered":"https:\/\/2be-markenmacher.de\/2026\/04\/27\/between-hype-headlines-and-reality-ai-in-sales\/"},"modified":"2026-04-27T09:01:13","modified_gmt":"2026-04-27T07:01:13","slug":"between-hype-headlines-and-reality-ai-in-sales","status":"publish","type":"post","link":"https:\/\/2be-markenmacher.de\/en\/2026\/04\/27\/between-hype-headlines-and-reality-ai-in-sales\/","title":{"rendered":"Between hype, headlines and reality &#8211; AI in sales"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">Min.<\/span><\/span><p>Whether it&#8217;s new features at OpenAI, discussions about Google or the latest updates at Microsoft &#8211; it feels like there&#8217;s a new tool every week that &#8220;changes everything&#8221;. And yet we hear the same phrase over and over again in conversations: <\/p>\n<blockquote><p> &#8220;Sounds exciting &#8211; but how do we actually use it here?<\/p><\/blockquote>\n<p>&#8221;<br \/>\nThis is precisely where the biggest gap lies.<\/p>\n<h2>Between a flood of tools and real implementation<\/h2>\n<p>On the one hand: really strong AI solutions with huge potential. On the other hand: companies that try, test, reject &#8211; and somehow don&#8217;t get anywhere. This is particularly evident in sales:  <\/p>\n<ul>\n<li>AI providers sell their tools<\/li>\n<li>Companies stick to traditional sales channels<\/li>\n<\/ul>\n<p>The result? Both sides miss the point. One is too technical, the other is too &#8220;like it used to be&#8221; and that&#8217;s where it gets exciting. At 2be, we say: <strong>not either &#8211; but both<\/strong>, why choose when both work better together? That&#8217;s why we specifically build sales partnerships for AI companies. Not as pure tool sales &#8211; but as a bridge to real application.     <\/p>\n<p><strong>In concrete terms, this means<\/strong>:<\/p>\n<ul>\n<li>We take an active approach (by phone &amp; digitally)<\/li>\n<li>We use AI where it provides meaningful support<\/li>\n<li>We bring companies into real conversations &#8211; online &amp; on site<\/li>\n<\/ul>\n<p>And that&#8217;s where the difference happens: not in the tool, but in the exchange.<\/p>\n<h2>Why this is so relevant right now<\/h2>\n<p>A look at current developments shows that AI is no longer seen as a &#8220;nice to have&#8221;, but as part of everyday working life. Automation is gaining momentum, sales cycles are getting shorter and customers expect a more personalized approach. <\/p>\n<p>Or to put it another way:<\/p>\n<blockquote><p>Those who work completely without AI today will be slower tomorrow.<br \/>\nThose who only use AI but have no real sales remain invisible.<\/p><\/blockquote>\n<p>If you are currently working with AI in sales, please take these points with you:<\/p>\n<ol>\n<li><strong>Tool \u2260 Solution<\/strong><br \/>\nA good AI tool is of little use if it doesn&#8217;t fit your processes.<\/li>\n<li><strong>Sales remains a human matter<\/strong><br \/>\nAI can prepare, structure and analyze &#8211; trust is built through conversation.<\/li>\n<li><strong>Integration beats experimentation<\/strong><br \/>\nIt is better to integrate one solution properly than to test several half-heartedly.<\/li>\n<li><strong>Speed is an advantage &#8211; but only with direction<\/strong><br \/>\nAI makes you faster. But it only makes sense if it is clear where you are going. <\/li>\n<li><strong>Partnerships are becoming more important<\/strong><br \/>\nThe combination of expertise, technology and sales is becoming a real competitive advantage.<\/li>\n<\/ol>\n<p>AI in sales is no longer a topic for the future &#8211; it is a topic for implementation. And this is exactly where we come in: We bring AI to where it works &#8211; in real conversations, clear processes and measurable results. If you have the feeling that this is exactly the gap you are currently experiencing, it&#8217;s worth talking to us.  <\/p>\n<p><strong>Curious now?<\/strong><br \/>\nOur contact persons will be happy to help:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-9691 alignleft\" src=\"https:\/\/2be-markenmacher.de\/wp-content\/uploads\/Markenwand-Referenzen-Matthias-Brinkmann-2be-die-markenmacher-300x225-1.jpg\" alt=\"\" width=\"105\" height=\"89\"><\/p>\n<p><strong>Matthias Brinkmann<\/strong><br \/>\n+49 911 47494949<br \/>\n<a href=\"mailto:brinkmann@twobe.de\">brinkmann@twobe.de<\/a><br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/matthiasbrinkmann\/\">LinkedIn<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether it&#8217;s new features at OpenAI, discussions about Google or the latest updates at Microsoft &#8211; it feels like there&#8217;s a new tool every week that &#8220;changes everything&#8221;. And yet [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":17686,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[128],"tags":[],"class_list":["post-17688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-routine-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to combine technology and real sales work in a meaningful way<\/title>\n<meta name=\"description\" content=\"Using AI correctly in sales: How to integrate tools sensibly, improve processes and achieve measurable results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/2be-markenmacher.de\/en\/2026\/04\/27\/between-hype-headlines-and-reality-ai-in-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to combine technology and real sales work in a meaningful way\" \/>\n<meta property=\"og:description\" content=\"Using AI correctly in sales: How to integrate tools sensibly, improve processes and achieve measurable results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/2be-markenmacher.de\/en\/2026\/04\/27\/between-hype-headlines-and-reality-ai-in-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"2be Website\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-27T07:01:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/2be-markenmacher.de\/wp-content\/uploads\/hype-headlines-ki-vertrieb-news-2be-die-markenmacher.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"615\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katharina Zauner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katharina Zauner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/2be-markenmacher.de\\\/en\\\/2026\\\/04\\\/27\\\/between-hype-headlines-and-reality-ai-in-sales\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/2be-markenmacher.de\\\/en\\\/2026\\\/04\\\/27\\\/between-hype-headlines-and-reality-ai-in-sales\\\/\"},\"author\":{\"name\":\"Katharina Zauner\",\"@id\":\"https:\\\/\\\/2be-markenmacher.de\\\/en\\\/#\\\/schema\\\/person\\\/cbe30fbbffdbf9a19440d4512f10d8f4\"},\"headline\":\"Between hype, headlines and reality &#8211; 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