Why sales automation is no longer a luxury but a growth essential

Insights from Noord50 founders Max Engberts and Hermann Siering in Strictly Business Netherlands

At Noord50, we believe that sales automation is essential for companies that want to grow in a competitive B2B market. In a recent interview with Strictly Business Netherlands, founders Max Engberts and Hermann Siering shared how Noord50 grew from a student project into a specialized outbound and automation partner for B2B companies.

The interview highlights a clear message. Automation is no longer optional. It is a requirement for sustainable growth.

From student project to growth partner

Max and Hermann met while studying Marketing Management in Groningen. During their studies, they started working on real assignments for local businesses through a student marketing agency. Those early projects, even when budgets were small, helped them understand how companies actually sell and where processes break down.

The turning point came when a client asked them to help automate lead generation and sales workflows. They noticed that many companies were still relying on manual outreach, spreadsheets, and fragmented CRM systems. These methods took time and delivered unpredictable results.

That insight led to the founding of Noord50, with a clear focus on sales automation and scalable outbound systems.

Working smarter with technology

Noord50 primarily works with B2B companies, including SaaS businesses and scaleups. According to Max, sales teams often spend too much time on repetitive tasks such as searching for leads, cleaning CRM data, and following up manually.

By automating these processes, sales teams can focus on conversations that actually move deals forward. Automation is not meant to replace salespeople. It is meant to support them.

Hermann emphasizes that people still buy from people. Technology should create space for better conversations, not remove the human element. Automation makes it possible to be more personal at scale instead of less.

One example from the interview illustrates this clearly. A client had over forty thousand contacts in their CRM, but only a fraction were truly relevant. Noord50 automated the filtering and enrichment process, leaving a clean and focused list of high value leads. This saved time and reduced wasted effort.

A data driven approach instead of traditional agency models

Unlike traditional agencies that charge by the hour, Noord50 focuses on outcomes and efficiency. Their systems are designed to deliver predictable results rather than billable time.

This approach allows smaller teams to perform at a much higher level. With the right automation and data structure, a compact sales team can achieve results that previously required a much larger organization.

The founders see this as a major shift in how sales organizations should be built.

Automation misconceptions in the north of the Netherlands

In the interview, Max and Hermann also reflect on the business culture in the north of the Netherlands. Innovation is present, but many companies still rely heavily on word of mouth and traditional sales methods.

While referrals can work, they are not scalable. Hermann points out that automation is often misunderstood as impersonal. In reality, good automation removes noise and creates more room for meaningful relationships.

Companies that embrace automation early gain a structural advantage over competitors who wait too long.

Looking ahead

Noord50’s next phase is focused on growth and team building. The founders want to continue scaling from Groningen while helping more companies modernize their sales processes.

Their vision is clear. Automation combined with AI, clean data, and strong CRM integration will become the standard for B2B sales. Companies that delay this shift risk falling behind.

The core message from the interview remains simple. Automation should work in service of people. By removing repetitive work, sales teams can focus on what matters most. Building trust, creating value, and closing deals.