It’s April 1st. In the consumer world, this means joke press releases about spaghetti trees and left-handed screwdrivers. But in the world of industrial revenue growth, the biggest pranks aren’t played by tricksters—they are played by our own outdated assumptions.
As we gear up for MACH 2026 and digest the findings of our State of Sales 2026 report, we’ve identified five “Industrial Myths” that are making fools out of even the most seasoned directors.
1. “AI is Just a Fancy Autocomplete”
The Reality: If you still think AI is just for writing “Professional” sounding emails, the joke is on you. With 63% of firms now implementing AI (a near-double increase from last year), the leaders are using it for deep customer intelligence and predictive forecasting. It’s not a toy; it’s the engine.
2. “The Customer Needs Me to Explain the Specs”
The Reality: As Paul Watts recently shared on our stage, the buyer is already 57% of the way through their journey before they call you. If you show up just to read a brochure, you aren’t a consultant; you’re an audiobook. The modern buyer wants context, not just content.
3. “MACH is Only About the Machines”
The Reality: The biggest “fool” at the NEC is the one who ignores the people. While the spindles are turning in Hall 18, the real growth is happening in the conversations. Success in 2026 is 10% tech and 90% how you power the people behind it.
4. “Sales Enablement is Just for Software Companies”
The Reality: Our report found that 59% of organisations now have a formal Sales Enablement department. In manufacturing, where the sales cycle is long and the engineering is complex, enablement is the difference between a “closed-won” and a “no-decision.”
5. “I’ll Just Find the Coffee When I Get to the NEC”
The Reality: Attempting the NEC without a plan is the ultimate April Fool’s errand. The queues are long and the halls are vast.
The Best Way to Avoid Being a Fool?
Start your morning with strategy. Every day of MACH 2026, we are hosting breakfast at Stand 18-411 from 08:30. No jokes, no pranks—just coffee, pastries, and the revenue growth strategy you actually need to win in 2026.
Don’t let your competitors out-question you because you were too busy hunting for a caffeine fix.
