We often consider cultural differences between us and our clients during our international business journeys. This is justified. But at least as often, the delay lies in the cooperation on our side. Between sales and marketing. Between people pursuing the same goal, but working from different worlds.

Marketing and sales don’t talk to each other enough

Anyone who takes an honest look at their organisation sees it immediately. Sales is on top of customer contact, knows the hesitations, and feels where it chafes. Marketing works at a distance, directs campaigns, creates content, and evaluates figures. Both teams are important, yet they often each remain on their own island. The lines are thin, the transfer is technical, and shared context is lacking.

The consequence is obvious. A sales representative has a good conversation with a German prospect. He has doubts about the security of supply. The next day, he receives a newsletter about price advantages or an invitation to a white paper on sustainability. No offence intended, but it is misplaced. It feels impersonal. And it costs you something you don’t easily regain: trust.

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Automation requires context and timing

Automation is the norm nowadays. In many organisations, campaigns, follow-ups and lead nurturing run on autopilot. At first, that works fine. You capture interest, deliver relevant information, and stay in the picture.

But the moment a contact is in conversation with sales, everything changes. Then, a standard message is no longer helpful. It comes across as cold, sometimes even inappropriate. Trust is built in conversations, not algorithms. Every detail counts, especially with international customers, where language and tone are easily misinterpreted. You can invest months in a relationship. One wrong message can undermine everything.

Maintaining confidence when it takes a long time

The longer a process takes, the greater the chance the customer will be distracted. Not necessarily by better providers, but simply by something that switches gears faster. Human attention wanes. You are no longer top of mind. And that’s where the risk arises.

Especially in these waiting phases, you have to stay sharp. Not by sending more, but by being more relevant. A short message with context. A personal invitation. An update with an example that meets their demand. Small, but just right. That’s what nurtures trust.

More efficient through AI? Nice. But put it precisely to deepen.

Many organisations are investing in AI to work faster. Shorter processes, more intelligent systems, and less manual work, which in itself is positive. But in practice, it also creates a different conversation. So, do we still need so many salespeople? Can’t we automate what previously took time? And after all, does that save on salary costs?

Those who think this way see the cost side mainly. However, in doing so, you miss out on precisely what you could have gained.

Imagine this: your team becomes more efficient. Repetitive tasks disappear. You get to the correct information faster. You have more space in your schedule. So what do you do with that space?

You can choose to downsize. Or you can decide to invest that freed-up time in where you really make a difference: the human side of sales. Listening, deepening relationships, and building trust are precisely where standard messages fail.

It is not a question of either AI or humans. It’s an and-and. The organisations that get that right will soon win pitches, not by clicking faster, but by better understanding what’s needed and having the guts to respond humanely.