Why COSMO CONSULT advises itself first

When tech companies use their own products, they gain a fresh perspective. They better understand their customers and how solutions perform in the real world. At COSMO CONSULT, this worked so well that Microsoft featured it in a case study. 

In the 1970s, a TV commercial aired in the US: the CEO of a dog food brand claimed he ate his own product because it was healthy and nutritious. While figurative, the concept represents ultimate credibility: eat your own dog food before serving it to your customers. At COSMO CONSULT, "eating your own dog food" is a cornerstone of our corporate culture. Whether modern technology, cloud computing, change management, or new business strategies—much of what is in our portfolio today was first implemented within our own organization. This allows us to gain hands-on experience, continuously improve, and identify friction points that need optimization. When it comes to using artificial intelligence (AI) in sales, COSMO CONSULT is its own Customer Zero. 

Our starting point was not a demand for digital technology, but a fundamental question: how do you unite a company that has grown from 500 to over 1,600 team members in just a few years? In sales, regional teams worked with isolated databases, shared processes with marketing were non-existent, and reporting was often tedious. The sales organization then became a testing ground: for new platforms, new ways of working, and eventually, AI agents. What emerged from this is now a core part of COSMO CONSULT's consulting services. The first and most significant step was migrating fragmented systems to unified Microsoft platforms, cleaning up data, and establishing a shared foundation for processes and collaboration. Only after laying this groundwork did the second step follow: the targeted development of AI agents in Microsoft Copilot Studio. 

What is remarkable is where the ideas for these AI agents originated: directly from the business departments. Sales team members who struggled daily with unstructured trade show notes, inconsistent account data, or manual travel expense allocation developed these concepts alongside AI specialists. This collaboration resulted in intelligent solutions that free the team from tedious routine tasks. Above all, this proves one thing: AI does not replace humans—instead, it makes room for what truly matters: creativity, inspiration, and innovation. Today, the COSMO CONSULT sales team has more time to analyze customer needs, engage directly with key stakeholders, and provide targeted strategic advice. 

The performance metrics of our own sales organization show just how well this approach works: the conversion of qualified leads to sales opportunities has improved significantly, and the sales pipeline in the DACH region has grown substantially despite a four-year recession. "The greatest impact of AI occurs where it works hand in hand with human intelligence," emphasizes Klaus Aschauer, Chief Customer Officer at COSMO CONSULT. 

Our internal experience becomes a blueprint for our customers. COSMO CONSULT knows first-hand what matters most: what pitfalls to avoid during platform consolidation, how data quality acts as a prerequisite for AI, and how to engage teams so that new technology is met with adoption rather than resistance. Our hands-on experience turns into best practices—helping to shorten project timelines and reduce project risks for our customers. 

This consulting approach also reflects COSMO CONSULT's evolving role as a digital transformation partner: while the focus was once on applications and cloud solutions, today it is about guiding companies continuously: through managed services, AI adoption, and building custom, in-house agents. Sharing knowledge is a vital part of this, empowering teams to build new capabilities. "We want people to enjoy their work, make data-driven decisions with confidence, and continuously grow in the process," says Peter Dibbern, Chief Marketing Officer at COSMO CONSULT. “That is exactly what we experienced within our own sales organization.”