For years, we’ve framed the AI discussion as humans versus machines. But what if we’re asking the wrong question? What if the real breakthrough isn’t about replacement but enhancement? Here’s how we’re rewriting sales and marketing rules by combining human expertise with machine efficiency.

The cold, hard truth

Sales without marketing sucks. There you have it. I still run into talented sales teams grinding through calls, explaining their value proposition from scratch every single time. There is no foundation of trust. There are no previous touchpoints. It’s just cold outreach.

Brutal math

This isn’t news. We all know sales needs marketing. Specifically, sales needs content that helps buyers understand their problems and potential solutions.

Our different approach to AI

But here’s what’s interesting: While everyone was debating whether AI could replace content writers (it can’t), we took a different approach. We broke down the content creation process step by step. Our consultant, Bouke, identified 12 distinct steps. Machines can handle 9 of them, while humans need to own just three critical ones.

The game-changing results

The results are clear: Our teams now create quality content in 25% of the time it used to take. And this isn’t just about blogs—we’re seeing similar gains across pricing documents, proposals, and target account research. What excites me most is the quality. Those three human steps ensure every piece of content serves your buyers—no AI-generated fluff, no generic advice, just straightforward, helpful information that helps buyers make decisions.

The bigger picture

If we can do it with content creation, we can do it with most marketing and sales parts. What about pricing? What about offers? What about target lists? What about… Currently, no task in the whole commercial process cannot be backed by a machine. The trick is to take apart the entire task, bit by bit.

The future is Human + Machine

I believe this is just the start. Every part of the sales process can be enhanced this way – not by replacing humans, but by letting them focus on what they do best. The real opportunity here isn’t just saving time. It’s about giving your commercial teams the space to think bigger, dig deeper into buyer needs, and create genuinely impactful connections. When machines handle the routine work, humans can focus on what moves deals forward.

Also, if you want to know what Bouke’s content machine is capable of, let me know.

These are the posts Hanneke published on LinkedIn that are worth to check out:

The last couple of months were different for me. Our agency is growing fast. We’ve added three top consultants with unique expertise: Mark de Bruin for next-level bid management, Bouke Vlierhuis for demand gen and lead gen that support sales, and Hendrika Vreugdenhil-Willemse for supersonic growth.

Sales leaders are adding tech to the equation. One by one, they see its absolute power. But getting started or pushing through isn’t easy. We know that. One thing we do know: When you’ve done it as many times as we have, you see the patterns. You see where teams get stuck, where they thrive, and, most importantly, what makes the difference between success and stagnation.

That’s precisely why we brought these experts on board—not just to add more brains but to solve the specific challenges we kept seeing: How do you win those strategic deals? How do you generate leads that sales teams want to pursue? How do you scale without losing momentum? I’m particularly excited about what’s coming next.

We’re taking everything we’ve learned about blending human expertise with technology and packaging it into frameworks that work in the real world. No theory. No wishful thinking. Just practical approaches that deliver results.

Next month, I’ll share specific examples of how our clients use these frameworks. Until then, if you’re wrestling with any challenges—bid management, demand generation, or scaling your sales operation—reach out.

Sometimes, a fresh perspective is all it takes to spot the opportunity you’ve been missing.