OMR Festival 2025, Europe’s biggest digital event, brought around 67,000 professionals to Hamburg and the energy was electric. Pipedrive showed up in full force with a dedicated booth and a standing-room-only masterclass delivered in German by Gabriel Fugli, Head of Channel EMEA Central at Pipedrive.
With a powerhouse lineup including Ryan Reynolds, Dirk Nowitzki, Amy Webb, Nicholas Turley(OpenAI), Marian Lee (Netflix), Sebastian Fitzek, Jen Wong (Reddit), Lili Radu (VeeCollective), Larissa Schmid and Vivien Wysocki (SaintSass) and Kathrin Hamm (Bearaby), the event delivered insights that every sales and marketing team can start applying now.
From AI to RevOps, here are five key takeaways your team can’t afford to ignore.
Pipedrive at OMR 2025: strengthening our presence in Germany
This year, Pipedrive made a bold statement at OMR with a prominent booth and a full-capacity
masterclass led by Gabriel Fugli. His session, “From Leads to Deals”, delivered in German, attracted over 200 attendees and focused on how sales teams can stop undermining marketing efforts through activity-based selling and smarter CRM strategy.
The company’s strong presence at the festival reflects its ongoing commitment to supporting sales and marketing teams in the DACH region and expanding its footprint in the German-speaking market.
1. AI is no longer optional – it’s operational
At OMR 2025, AI wasn’t just trending, it was embedded across real-world use cases showcased throughout the expo halls and stages. Companies demonstrated how AI tools are helping sales teams prioritize smarter, automate follow-ups and personalize outreach at scale.
Why it matters:
According to internal research shared by Fugli during his masterclass, sales reps spend up to 51% of their time on non-selling tasks such as administrative work, CRM data entry and lead research.
Tip: start by automating repetitive tasks in your CRM, like scheduling follow-ups and logging emails, then explore AI-powered lead scoring to focus reps where it counts.
2. RevOps is the glue between marketing and sales
Revenue Operations emerged as a central theme, with experts like Marcel Epler and Valentin Zehnder discussing the benefits of implementing RevOps to align teams and optimize processes.
Why it matters:
Businesses that unite marketing, sales and customer success under shared operations and KPIs see better forecasting and faster sales velocity.
Tip: audit your current process: are your tools integrated? Is lead handoff seamless and full of context?
3. Content must be human – even in B2B
Speakers like Tarek Müller (Co-Founder, About You), Ryan Reynolds (actor and entrepreneur) and Lili Radu (Founder and CEO, VeeCollective) highlighted the power of authenticity and storytelling in marketing.
Ryan Reynolds emphasized that “perfectionism is a damn disease. You have to be prepared to fail in order to be good”. Their shared message was clear: people connect with people, not with overproduced presentations or generic messaging.
Why it matters:
As discussed in content sessions, today’s buyer journey is up to 80% digital and mostly anonymous, making emotional and relatable content more important than ever.
Tip: align your marketing content with the real objections and questions your sales team hears every day. Authenticity builds trust – fast.
4. Omnichannel personalization is the new competitive edge
At OMR 2025, omnichannel personalization emerged as a strategic differentiator for sales and marketing teams.
In the masterclass “From Reach to Relevance,” Manuel Toenz (Bloomreach) and Paul Baumann (Head of Omnichannel Experience & Marketing Technology, ROSSMANN) shared how the integration of data and AI enables highly personalized customer journeys across multiple touchpoints.
Why it matters:
Today’s customers expect seamless and relevant interactions across all channels. Companies that can orchestrate these experiences increase customer satisfaction and drive stronger sales performance.
Tip: evaluate whether your CRM and marketing tools are truly integrated to offer a unified customer view. Consider AI-powered solutions that help predict behavior and tailor offers in real time.
5. Activity-based selling is still the most reliable engine
Pipedrive’s Gabriel Fugli closed out his masterclass by advocating for a return to the fundamentals: activity-based selling. “Revenue isn’t just about more leads – it’s about what you do with them,” he told the audience. His presentation emphasized the need for actionable next steps tied to every deal.
Why it matters:
According to data presented in Gabriel’s slides, 65% of deals created in CRM systems never receive a follow-up activity, which drastically reduces close rates. He also noted that 80% of sales require five or more touchpoints, reinforcing the need for structured outreach
Tip: automate activity creation when a deal is created. Make sure your pipeline has clear next steps, not just static records.
It’s a powerful reminder that while AI and automation are transforming how we work, success still depends on human connection, clear communication and shared goals.
Final thoughts
OMR 2025 made one thing clear: the future of marketing and sales is connected, intelligent and deeply human. AI and automation can empower us, but only if paired with aligned strategies, clean data and consistent action.
Want to bring these learnings into your daily pipeline? Try Pipedrive for free and start building a smarter, more connected sales process today.
