In this episode of “Inside the Workflow,” Joe Martin, Head of Marketing at Zight, sits down with Cody Gilland, a seasoned sales leader with nearly 20 years of experience in sales, revenue operations, and customer success. Cody’s impressive background includes leading sales teams at notable SaaS and media companies, and he now brings his expertise to Zight. In this insightful discussion, Cody shares his approach to data-driven sales, nurturing customer relationships, and the evolving role of AI in sales. Here are the key takeaways from their conversation.
Cody’s Background: A Data-Driven Approach to Sales
Cody’s career has spanned nearly two decades, starting in customer experience and sales before moving into leadership roles across various tech companies. Reflecting on his journey, Cody said, “I’ve scaled different teams from frontend SDR to Enterprise AEs, always focusing on the entire customer journey from sales to success.” Cody’s background in finance has uniquely positioned him to leverage data in his sales strategy, allowing him to make informed decisions that drive results.
When it comes to gathering insights, Cody has a unique love for spreadsheets, saying, “Spreadsheets are like my best friend. I love to dump data, run vlookups, and get quick answers.” But beyond spreadsheets, he leverages powerful tools like Salesforce and other plugins that integrate team metrics and activities to provide a cohesive view of the sales landscape. “These tools allow us to drill down into specific problems or areas of opportunity,” Cody added, highlighting the importance of using data to guide decision-making.
Bridging Sales and Marketing: A Synergistic Approach
Cody emphasizes the need for close collaboration between sales and marketing, describing it as essential for driving growth. “There’s always this push and pull between sales and marketing,” Cody noted, “but neither group can do it without the other.” He believes that sales needs the content, collateral, and brand vision that marketing provides, while marketing benefits from the direct customer feedback that sales gathers.
This interdependency is crucial in today’s tech landscape, where growth often requires a unified team approach. “We need to shift our thinking to be more synergistic and less siloed,” Cody argued. He sees immense value in breaking down traditional barriers between sales and marketing, especially in startup environments where teams work closely to achieve common goals. “In startups, you build together. It’s not about ‘sales versus marketing’ but ‘how can we help each other?’” Cody explained.
Using Data to Influence Sales and Marketing Strategies
Cody and Joe discussed the critical role of data in shaping marketing strategies and sales campaigns. Cody stressed the importance of using sales data to influence marketing materials, saying, “Sales needs to communicate what resonates with customers, so marketing can craft messages that hit the mark.” By sharing insights between departments, both teams can create a more cohesive and effective approach to customer engagement.
The collaboration goes beyond just sharing data. Cody believes that the relationship should be about building each other up and recognizing each other’s contributions. “We should be looking for ways to credit the other side of the organization and not just talking about how great our side is,” Cody said, emphasizing a culture of mutual respect and acknowledgment.
Nurturing Customer Relationships: Going Beyond the Sale
Cody provided valuable insights into how sales teams can keep customers engaged during long sales cycles, which can sometimes stretch from three to twelve months. “Closing a 50K deal today is like closing a million-dollar deal a few years ago,” Cody noted, reflecting on how market dynamics have shifted. To maintain engagement, Cody advises sales teams to take a strategic approach, treating every deal as a partnership rather than just a transaction.
“It’s about multi-threading the conversations and involving multiple stakeholders on both sides,” Cody explained. He suggests positioning the salesperson as a strategic coordinator who connects the dots between your organization and the prospect’s team, creating a seamless experience that builds trust and commitment. “We’re not just selling to one buyer anymore; it’s about engaging a buying group.”
Cody also highlighted the importance of building strong relationships that extend beyond the initial point of contact. He advised, “Salespeople need to turn into strategic coordinators, matching up like-minded individuals across both organizations to foster a deeper connection.” This approach helps turn prospects into long-term partners rather than one-time customers.
Strategies for Upselling and Expansion: Building on Solid Foundations
Cody stressed the importance of upselling and expansion strategies that go beyond the initial sale. “The work doesn’t stop after closing the deal,” Cody said. He recommends engaging with different departments and stakeholders within the customer’s organization to uncover additional opportunities for growth. “Upselling is about helping the customer see value across the entire organization, not just within the initial team.”
Cody described how Zight’s product, which includes screen recording and video tools, helps sales teams personalize outreach and maintain engagement. “We’ve seen a 14% increase in response rates just by including personalized videos in our cold outreach,” Cody shared. These videos help humanize the sales process, making prospects feel more connected to the company and more likely to engage.
Adapting to New Technologies: The Role of AI in Sales
Cody and Joe also discussed the evolving role of AI in sales, particularly in creating personalized content at scale. “AI, if directed correctly, is a huge help,” Cody said. He highlighted how AI can be used to quickly tweak existing marketing content to suit different personas, making it easier to personalize outreach efforts without overburdening the marketing team.
While Cody acknowledged some of the challenges associated with AI, such as generic automated emails, he sees tremendous potential in using AI to create more targeted and meaningful interactions. “AI can help sales teams create much more custom content for specific use cases or personas,” Cody explained. This allows sales reps to engage prospects with highly relevant information that speaks directly to their needs.
Efficiency and Evolution: Leaving Room for Innovation
Cody emphasized the importance of staying open to new tools and technologies, even while maintaining a focus on efficiency and ROI. “I’m constantly looking for ways to make my team’s life better and more efficient,” Cody said. However, he stressed that any new technology must have a clear, bulletproof story demonstrating its value. “If I can’t tie it back to how much money it’s going to save or bring in, it doesn’t even make sense to bring it up.”
Cody also touched on how tools like Zight can improve sales efficiency, particularly in SDR cold outreach. By using video to personalize initial contacts, sales teams can create a stronger connection from the start, increasing engagement and conversion rates.
Final Thoughts: Sales is Relationship-Driven
Cody’s insights underscore the core truth that sales is, at its heart, a relationship-driven business. While technology and data are essential tools, the most successful sales strategies are those that prioritize human connection and collaboration. “Sales has always been and will always be about relationships,” Cody concluded. By leveraging data, collaborating closely with marketing, and embracing new technologies like AI, sales teams can build stronger, more enduring relationships with their customers.
For more insights from Cody Gilland and other sales leaders, stay tuned to “Inside the Workflow.” To learn more about Zight and how it can enhance your sales and marketing efforts, visit zight.com. Connect with Cody on LinkedIn for further discussions on sales strategies, customer engagement, and the future of AI in sales.