Sven Waldenmaier is a Senior Sales Consultant at Capaneo GmbH (until the company was renamed Schober Information Group Deutschland GmbH in November 2025). He has helped shape the development of the company for a quarter of a century and has a deep passion for data – and of course for VfB Stuttgart. In this interview, he provides exciting insights into his career, his motivation and the special moments in his job.
Sven, how did you come to Capaneo and Schober?
Sometimes chance leads to the best decisions. After graduating from high school, I had to find a place to study at short notice as I was unable to do military or civilian service due to my unsuitability. My secondary school had an analog flyer from Schober for a BA course in data mining. Math and physics were my advanced courses, I found data exciting and the combination of theory and practice seemed promising. So I applied – and lo and behold, it worked out right away. 25 years later, I can say that it was the right decision!
What makes your work as a Senior Sales Consultant special?
My job is to support companies in taking their marketing and sales to the next level. I help them to generate more sales with new customers, expand their existing customer relationships and digitize their marketing and sales processes. Every day is different, because customer requirements vary greatly. There is no off-the-shelf solution – instead, we work with them to develop customized strategies that really make a difference.
The heart of our work is udo. With our Datatech platform, we can generate real competitive advantages from raw data. Data alone is useless – you have to interpret it correctly and put it in the right context. And that is precisely my passion.
How do you become a Senior Sales Consultant?
You need a mixture of technical know-how, analytical thinking, a lot of empathy in dealing with customers and, of course, a good dose of enthusiasm for data-driven marketing. If you enjoy working with people, think strategically and have a feel for trends, this is the right place for you.
What was your coolest project at work?
Clearly alltours! I worked on this client for 14 years, held countless discussions, created, developed and optimized concepts. And then it finally happened: they became an udo customer! This shows that perseverance, patience and, above all, belief in your own approach pay off. Sometimes it takes time, but when it works, the joy is all the greater.
What makes working at Capaneo special?
On the one hand, the opportunity to actively shape and move things forward. I’m not someone who just sits back and watches, I want to be involved, contribute ideas and see success. Schober gives me precisely this opportunity. Secondly, the emotional connection I have to the company. I’m a loyal person and I’m not just there, I’m right in the middle of it. It doesn’t feel like a job, but like a real vocation.
What do good salespeople and consultants need to be able to do?
A good salesperson must develop an understanding of the customer’s challenges. It is not enough to simply sell a product – you have to understand what added value it offers, where it solves problems and how it can be seamlessly integrated into existing processes. Another must is the ability to explain complex issues simply. And of course: relationship management! Sales is not a sprint, it’s a marathon.
What makes you laugh?
A lot, actually. Humor is an important part of our everyday working life. Especially in stressful phases, it helps to laugh heartily from time to time and to see things with a certain light-heartedness.
And what upsets you?
VfB defeats. That’s when I get emotional. (laughs)
What has been the highlight of your job so far?
Actively shaping the transformation of Schober and later Capaneo from a traditional data trader to a data tech company. I am proud to have been able to follow and help shape this path. It has been an exciting journey with many challenges, but also many successes. Seeing how we have created a real product for the future with udo is simply fantastic.
What is your biggest personal wish?
Winning the title with VfB Stuttgart – that would be an absolute dream! And of course: the health of my children is above all else.
What does your perfect evening look like?
Going to the stadium with my children, experiencing an exciting game and enjoying a Paulaner Spezi Zero afterwards. It doesn’t get any better than that!
If you had to describe Capaneo in three words, what would they be?
Innovative, data-driven, familiar.
What should people definitely know about you?
Have I already said that I’m a VfB fan? (laughs)
