Rising data volumes, tight budgets and the use of artificial intelligence are forcing a reorganization of marketing and sales. What is needed are precise predictions instead of scattergun approach, data sovereignty instead of dependence on platforms. Capaneo GmbH, based in Leinfelden-Echterdingen, has completed this paradigm shift and developed from a traditional direct marketing provider into a data and AI-driven technology partner. Its own platform, udo, orchestrates data and supports processes.

The paradigm shift at Capaneo was primarily triggered by specific customer experiences, explains Martin Brahm, Partner and Managing Director. “Many of our customers – SMEs as well as large corporations – already knew exactly which target groups they wanted to address. The decisive question therefore became: Who are my next customers?” Marketing and sales are under much greater pressure to be efficient. Budgets are tighter, wrong decisions are less forgivable. Accordingly, data-based predictions are taking center stage – instead of a purely retrospective view of past characteristics.

New role of data

For decades, the company – then still known as the Schober Information Group – was a leading provider in direct marketing. However, technological progress, data protection requirements and the growing complexity of the channels made it clear that traditional approaches were reaching their limits. “It used to be about buying addresses. Today, it’s about predictions,” says the Managing Director. Modern analytics and AI derive reliable probabilities from large amounts of data – for example on willingness to buy or cross-selling and up-selling potential. Capaneo makes strategic use of these findings, both for acquiring new customers and for expanding existing customer relationships.

udo as a control instrument

At the heart of the realignment is the udo (Universal Data Orchestration) platform. It combines internal customer data with external sources, structures it and makes it AI-enabled. udo works with AI agents that recognize patterns, evaluate potential and suggest measures. Users position their questions directly in the system and receive actionable answers. “We don’t just build the road for marketing campaigns, we also provide the navigation system,” says Martin Brahm, describing the approach. Marketing and sales are thus relieved and can concentrate more on management and strategic goals.

AI under its own control

A key differentiating feature is the use of artificial intelligence. Capaneo consistently focuses on data sovereignty: the AI accesses the company’s own data in a private data cloud and follows the principle of “compliance by design”. Specialized small language models are used instead of generic large language models. “It is negligent to transfer sensitive company data to large platforms in an uncontrolled manner,” says the Managing Director. Capaneo therefore deliberately positions itself beyond black box solutions and new platform dependencies.

Focus on SMEs

Capaneo works primarily for companies with large customer bases – from SMEs to large corporations. Medium-sized companies in particular have a high demand for powerful yet manageable AI solutions. Large platforms are often complex, expensive and only tailored to individual requirements to a limited extent. Despite all the automation, people remain central – especially when it comes to strategy, consulting and customer-specific projects. “AI does the manual work for us, but not the direction,” emphasizes Martin Brahm. Marketing and sales are thus evolving from operational execution functions to controlling, analytical disciplines.

Sovereignty as a goal

In the end, it’s about more than just technology. The paradigm shift towards data-driven orchestration is also a commitment to independence. “We must not become dependent on traffic suppliers – and tomorrow on intelligence suppliers,” warns Martin Brahm. His vision: companies should control their data, their AI and their decisions themselves. Capaneo not only wants to accompany this change, but also actively shape it – as a partner for sovereign, precise and future-proof data and AI solutions.

The interview with Martin Brahm appeared in Wirtschaftsforum on 25.03.2026.