Benas Šidlauskas, CBDO & Co-Founder, Turing College: “It won’t be long before you can’t tell if that cold call you just got was actually from an AI voice bot”

It should be absolutely no surprise that Benas Šidlauskas, Chief Business Development Officer and Co-Founder of Turing College, has his pulse on how technology should be best used in business. Not only is Turing College a thriving virtual university with over a thousand active students, but this is clearly his passion: he built a global tech network for the Lithuanian diaspora by the age of 19.

There’s another reason too: Turing College is there to help people, and businesses, develop the latest skills necessary to succeed in the tech industry. When we asked Benas if he had advice for someone thinking of a career in sales, it should be no surprise that his answers had a thoroughly techie leaning.

“Embrace the tech advancements reshaping sales,” he told us. “Learn about AI’s role, get skilled at creating effective prompts and explore AI-powered spreadsheets. Follow industry leaders to stay current, and consider courses such as AI for Business Analytics course by Turing College – these will give you a strong edge in today’s sales environment.” We always appreciate a skillfully placed plug, so kudos for that one!

But what you’ll discover here is how a digital native business goes about expanding into new territories. How it turns leads into business partners. The clear and obvious role that technology plays in everything that Turing College does.

At the risk of falling into cliché, there are lessons here for everyone.

Related reading: SugarCRM’s new generative AI features make it easier to spot opportunities

Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

At Turing College, we offer online courses for people looking to upskill or transition into tech. Our admissions process is intentionally selective, accepting only about 10-15% of applicants to make sure they’re a strong fit for our community and have the best chance of succeeding. But as we scaled up our marketing efforts, the number of applications more than doubled, putting a lot of pressure on our admissions team.

We needed a way to handle this influx without constantly expanding the team, so we started exploring tech solutions to cut down on manual work. We tested AI tools like Heroify and Outset.AI for interviews, which showed promise but didn’t quite meet all our needs. So, we decided to keep the human touch in interviews and focus on building custom tech solutions to automate other key parts of the admissions process.

In your view, how has the role of CRM software evolved over the last decade or so? What major breakthroughs stand out for you?

Ten years ago, CRMs were primarily focused on managing customer data and tracking sales pipelines. They were used mostly by sales and marketing teams in a very passive way – data in, reports out, without much intelligence behind it. Fast forward to today, and CRMs have become central to how companies build and maintain customer relationships.

One of the biggest game-changers has been AI and automation. Top CRM providers like Salesforce, HubSpot, and Microsoft have introduced AI assistants that not only take over repetitive, mundane tasks – massively improving work efficiency – but also go far beyond that by using data to e.g. score leads, predict customer behaviour, and forecast sales.

What is one sales tool you or your team can’t live without? And why is it so important? 

For us, it’s Salesforce. It lets us track every prospect’s journey in real-time, giving us clear insights into where each candidate is in the pipeline and what needs to happen next. The interactive dashboards allow us to monitor each SDR’s [Sales Development Representatives] performance and track progress toward targets. This way, we can make sure the team stays on course and any potential issues are caught and resolved early. 

Related reading: Luke Price, Global Head of Sales at Mopinion: “A unified CRM system is crucial for aligning sales and marketing teams across different markets”

How has technology helped marketing and sales work better together? Or, if you feel differently about it, has it increased the gap between those two departments?

Technology has improved collaboration between marketing and sales by giving both teams a single source of truth for customer acquisition. Everyone has visibility into the same data, which keeps both teams aligned and informed. We use UTM parameters to track and assign attribution, helping us understand what’s driving results and where we should double down. This clarity around our main lead sources allows us to scale efforts strategically, focusing on what truly works. Plus, with full visibility into the entire sales funnel, we can identify key touchpoints where collaboration matters most – like launching targeted email campaigns, hosting webinars,or ensuring SDRs follow up with candidates at the right time.

What are some examples of AI being used in sales that stand out to you?

One of the most practical uses of AI is when it helps with writing pitches and meeting notes – areas that aren’t always a strong point for every sales rep. AI is also great at anticipating objections and suggesting ways to handle them, working almost like a brainstorming partner or personal assistant.

But what really caught my eye lately is voice AI. It’s advancing so quickly that it won’t be long before you can’t tell if that cold call you just got was actually from an AI voice bot. 

Explainer: What is voice cloning?

Thinking of data, can you share some specific examples of it being impactful in driving revenue?

As a tech startup, data backs up everything we do. It guides our business decisions, helps us improve our product (the learning platform) and boosts overall performance. In terms of driving revenue, we use data to assess new market opportunities and fine-tune our channels and campaigns to keep acquisition costs under control. It’s also crucial for identifying and resolving bottlenecks in our processes – like optimising our admissions to improve candidate-to-learner conversion rates.

On top of that, we rely on learner feedback to keep innovating. We run regular NPS and CSAT surveys, analyse the results, and refine our courses, curriculum and platform based on what we find. That approach has led to impressive ratings (4.9 on Trustpilot, 4.93 on CourseReport, and 4.97 on SwitchUp), which builds trust and fuels organic growth through word of mouth.

When thinking of international expansions, how can technology help? What role can it play in developing and executing a strategy for commercial activities in a multinational context?

A huge part of expansion is research, and having tools like Semrush or Similarweb almost feels like cheating. They cut out the guesswork by helping us (marketers, business development managers) assess market potential, spot main competitors and their strategies, identify target audiences, and predict growth trends. It’s a great foundation for building a go-to-market strategy that’s tailored to each country or region.

Can you name a startup in the sales tech space that has caught your attention (and why)?

BS: Lempire. Our sales team uses it & loves it. 

How do you leverage digital technologies and data analytics to enhance commercial operations globally?

With learners from over 40 countries, we want to ensure their experience with Turing College is consistently positive, and digital technology plays a key role in making that happen. For instance, we run targeted campaigns based on geography, allowing us to tailor ad language and creative to each market. For localisation, we use AI to create initial drafts and then have native speakers proofread them to maintain authenticity.

We’ve implemented a centralised platform to manage all inquiries from candidates and learners across different channels – web chat, social media, our platform and email. This system lets us quickly assign queries to the right team members, ensuring smooth and timely responses.

As mentioned, Salesforce is our CRM of choice, which is incredibly valuable when managing leads from different countries. It allows us to compare market performance, set benchmarks, and uncover insights that drive smarter, data-driven decisions. 

In your view, what role can technology play in providing a unified view of offline and online sales? How can it improve both worlds? What challenges can it tackle?

One of the biggest challenges for marketers and businesses is getting a complete view of the customer journey. With omnichannel being the new standard, customers expect consistency across all touchpoints. Technology bridges this gap by connecting data from every interaction (online or offline).

One of my all-time favourite examples is Burger King’s Whopper Detour campaign. They used app data, geofencing and POS systems to target customers near McDonald’s with offers, rewarding those willing to go the extra mile for a Whopper. This clever use of data led to millions of app downloads and a significant boost in mobile orders. By blending in-store data with digital interactions, businesses can create innovative marketing strategies, refine existing ones, personalise experiences and drive ROI.

What advice do you have for those wanting to start a career in sales?

Embrace the tech advancements reshaping sales. Learn about AI’s role, get skilled at creating effective prompts and explore AI-powered spreadsheets. Follow industry leaders to stay current, and consider courses such as AI for Business Analytics course by Turing College – these will give you a strong edge in today’s sales environment.