By DC member Eckhart Hilgenstock*

In 2025, business development will separate the wheat from the chaff. Successful companies will use AI tools to win new customers and strengthen the satisfaction of existing ones. The others will lose market share and often not even understand the reasons for their business decline.

The range of AI tools that are useful for business development is broad. In addition to common tools such as ChatGPT, Gemini, Co-Pilot, Grok and Claude, specific examples include Cognism, Lavender, HeyGen, Acto, HubSpot, Apollo AI and Einstein GPT. In addition, customer relationship management (CRM) systems increasingly offer useful AI functions. Much of CRM AI is still ‘gimmicky’ today, but the AI functionality of CRM systems will increase massively over the course of this year.

SMEs lag behind large companies in AI

Large companies have long recognised the potential of artificial intelligence to increase sales and have taken steps to implement it. But SMEs often fall short,’ he has found. A distinction must be made: SMEs are also aware of the importance of AI, but in many cases other challenges, such as ESG reporting or cyber resilience, are even more pressing, so AI implementation is being put on the back burner. But this is fundamentally wrong. In 2025, forward-looking companies will succeed in significantly increasing their sales productivity through artificial intelligence, thereby gaining a dominant position in their market in many cases.

Experience shows that introducing AI in sales pays off within a few months – regardless of any company-wide AI strategy. If a company is even considering using artificial intelligence, business development is the fastest way to reap concrete and demonstrable benefits.

in Europe data protection is the main hurdle to AI deployment

One of the main hurdles to the use of AI for business development in Europe is the General Data Protection Regulation (GDPR) and the new EU AI Act. From my experience as an interim manager, when I am hired to introduce AI in sales, the first step is to provide training on data protection and the basics of AI. This is because employees need to understand what is and is not permitted by law – even if it is tempting. But even with strict compliance with the GDPR and the EU AI Act, AI tools can be used as a ‘sales booster.’ Examples: finding information about customers and target groups, checking or formulating texts, conducting research or finding contacts via LinkedIn Sales Navigator.

In addition to identifying and approaching potential new customers, AI primarily helps sales employees with repetitive tasks, freeing them up to focus on their core activities. In practice: None of my projects are about replacing sales representatives. On the contrary, they are about making them more efficient, productive and ultimately more successful.

Alternative intelligence as a sparring partner

Objections about the shortcomings of AI systems are not valid. It is less about whether AI knows everything 100% correctly in every case, but rather about using it to stimulate thinking, run through scenarios, be inspired by ideas that you would not have come up with yourself, and have a sparring partner at your side to reflect on your own strategies.

I have not yet encountered any rejection of AI use in sales from those affected in my projects. Of course, I read about fears surrounding AI, but in sales, the opportunities for professional success thanks to AI are clearly considered to be significantly higher. Those working in business development generally wanted to know as specifically as possible how they could use AI tools to identify potential new customers, contact them in the best way and ultimately close a deal. The thirst for knowledge, willingness to learn and eagerness to experiment with AI tools is exceptionally high across the board.

* Eckhart Hilgenstock is one of the most sought-after interim managers in Central Europe. Companies regularly call on him as a temporary executive when it comes to profitable growth and sales, as well as digitalisation and the use of AI in organisations. ‘Eckhart Hilgenstock is considered a poster boy for the industry,’ wrote WirtschaftsWoche magazine about him. He gained his experience as General Manager EMEA Sales Global Accounts at Microsoft and previously as Managing Director DACH at Lotus Development and IBM Germany. Eckhart Hilgenstock is a member of the Diplomatic Council, a global think tank with consultative status at the United Nations (UN).