Jeremy Raes, Co-Founder and CEO of Lizard Global: “AI doesn’t replace our human expertise – it amplifies it”

Safe to say that software development company Lizard Global is focused on data. “We use data analytics to help our clients optimise their advertising campaigns and track the performance across various channels,” said Jeremy Raes, Co-Founder and CEO. This includes deploying dashboards and real-time analytics so clients “make the best and informed decisions in the way they see fit to move forward”.

An example? “[Our] Drinkies app, a food and beverage delivery app in collaboration with Heineken,” said Jeremy. “We applied all mentioned above to help them boost their presence in the food and beverage market space and analyse and leverage data to make the needed changes to appeal more to their users.”

It should be no surprise to hear that Lizard Global is already taking advantage of AI where it can. “AI-driven tools can quickly sift through and analyse market data, financial reports and even competitor insights, providing us with a comprehensive view of each client’s unique position,” Jeremy explained.

“This allows us to start conversations with informed perspectives and build stronger cases tailored to our clients’ needs. Rather than spending time on the initial legwork, our team of experts can focus on strategic elements – like crafting solutions that align directly with the client’s goals and navigating challenges specific to their industry.”

So, as the quote that forms part of the title of this article indicates, Lizard Global isn’t trying to replace humans but amplify their skills. It’s a theme we’ve heard before, including from IBM Consulting (read Why digital labour will either set us free or make us even busier).

And the approach is clearly working. Lizard Global has achieved a phenomenal 85% client retention rate, including its first-ever client. Find out more in the full interview below.

Related reading: Generative AI takes off in business – but don’t call it a bubble

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

At Lizard Global, quality drives everything we do, and we apply rigorous tracking throughout our development process through process mining to ensure the highest standards are met, in a continuous effort to improve our process and deliver quality.

For example, we measure each user story’s velocity, quality, the team members involved, end-user satisfaction, and whether each story aligns with and achieves its objectives – ultimately tying everything back to the business case’s success. We measure, learn from and refine every part of our process, leveraging off the information to see if it is a success or a learning opportunity.

We’re now carefully exploring how to apply the lessons learned from this data-driven approach to our sales process aiming to identify precisely where leads convert, understanding who excels at specific stages, and uncovering what actions make the most impact to establish a strong relationship of trust with our customers.

Through this process and thorough understanding we’ve built a stronger and more transparent relationship with our customers, while instilling a foundation of trust between us – which can clearly be seen with our very first customer from 12 years ago, still opting for us as their digital partner.

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

The most expensive software is the one you paid for but doesn’t deliver. Prospects therefore are very careful in selecting a software vendor. To mitigate this, we invest a lot of time in building trust with our clients – trust in our team, in our agile way of working, in our microservice based tech stack, and trust in our relationship.

We use Pipedrive to manage all these different relationships. It’s simple but powerful – keeping track of every lead, every step of the way. It allows us to stay responsive and engaged with clients, allowing us to follow up with them on what they find important but also with everything we need them to know at every step of our sales funnel. Each prospect can see that we understand what they’re trying to achieve, and our process is right there for them to follow. Our prospects need to experience that we’re actively invested, keeping communication clear and personalised at every stage.

Related reading: Arash Nejad, Chief Revenue Officer of Novarc: “Stay in the red meat of the business”

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?

Every company has its unique core that sets it apart. At Lizard Global, our job as a software agency is to understand that core for each client and strengthen their business case through tailored solutions. We’re strong believers in marketing-through-engineering – demonstrating our value through the products and tools we create.

For example, one of the most common questions prospects ask is, “How much will it cost to develop my app?” Answering that accurately depends on aligning the cost with their specific business needs. To help bridge the gap, we created a cost price estimator tool, which gives prospective clients realistic budget insights. This tool serves as a bridge between marketing and sales by providing prospects with valuable, upfront information, meeting both the marketing need to educate and the sales need to engage qualified leads.

By leveraging technology in this way, we’ve aligned our marketing and sales efforts to deliver meaningful, transparent interactions with prospects. It allows marketing to drive interest through informative resources and sales to build on that interest with tailored, value-driven conversations. This type of alignment helps both teams support clients effectively from the first touchpoint to the final decision.

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

Building strong relationships with prospects means understanding a substantial amount of client-related data, from their business case to the market landscape and potential revenue models. For us at Lizard Global, an award-winning software agency, this initial insight phase is where we can differentiate ourselves, setting a foundation of trust and laying groundwork for scalable solutions.

One way AI significantly enhances our process is by acting as a powerful research assistant. AI-driven tools can quickly sift through and analyse market data, financial reports and even competitor insights, providing us with a comprehensive view of each client’s unique position. This allows us to start conversations with informed perspectives and build stronger cases tailored to our clients’ needs. Rather than spending time on the initial legwork, our team of experts can focus on strategic elements – like crafting solutions that align directly with the client’s goals and navigating challenges specific to their industry.

In this way, AI enables us to be both fast and precise in building client relationships. It enriches the preparation phase, so our team can deliver real, targeted value, making a strong impact from the start. For us, AI doesn’t replace our human expertise – it amplifies it.

Related reading: Productivity theatre: Asana study suggests employees fake busyness at work

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

At Lizard Global, everything we do – from development to our sales process – is guided by data and proven methodologies. One of our clients, Company Info, exemplifies the power of data to drive strategic decision-making. We work as a flexible layer for Company Info, handling key side projects that allow them to focus on their core business.

We also rely on Company Info’s services in our own operations to gain deeper insights into our clients and prospects. Their platform provides us with essential news alerts and data on potential clients, helping us stay proactive and informed. This data is invaluable for identifying growth opportunities across various industries we serve, allowing us to tailor our approach to each sector effectively.

By leveraging Company Info’s software, we stay ahead of industry trends and understand the unique challenges our clients face. This not only strengthens our relationships but also sharpens our own sales strategy, ensuring that our outreach is timely, relevant and impactful. In this way, data-driven insights from Company Info help us build stronger, data-backed relationships that ultimately drive revenue growth.

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

We leverage digital technologies and data analytics throughout our process. Our company operates from both The Netherlands and Malaysia, serving companies in 20+ countries in over 25 industries. We need to ensure that we’re up to date and well-versed with the commercial operation practices in countries we’re active in. Our most frequent practices are in digital marketing, improved decision-making with data visualisation, and customer insights and personalisation.

We use data analytics to help our clients optimize their advertising campaigns and track the performance across various channels. This allows our clients to make the best and informed decisions in the way they see fit to move forward with an improved plan of execution. Data visualisation is closely related to this, with the deployment of interactive and attractive dashboards, as well as real-time analytics our clients get a clear view and understanding of the key metrics, trends, and any potential risks that they may encounter. And finally, with customer insights and personalisation, our clients are able to not only leverage predictive analysis to anticipate customer needs but also customise recommendations that improve customer satisfaction and in return user retention.

A clear example of this is with our Drinkies app, a food and beverage delivery app in collaboration with Heineken. We applied all mentioned above to help them boost their presence in the food and beverage market space and analyse and leverage data to make the needed changes to appeal more to their users.

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

Sales is a fantastic field if you’re in it to genuinely help people and build lasting relationships. To succeed, you need a thorough understanding of what you’re selling, but just as importantly, honesty about what you don’t know. Prospects will notice if you’re not genuine, and nothing damages trust more than misaligned expectations that your team can’t deliver. Sales time is one of the most valuable resources in any organisation, so using it well is crucial.

Strong relationships are the foundation of successful sales, so focus on active listening and be genuinely curious about each client’s business. Understand their goals, challenges, and needs beyond just closing a deal. Additionally, leverage technology: tools like CRMs and data analytics can sharpen your approach and allow you to personalise your outreach, making your interactions more impactful and relevant.

Finally, stay committed to continuous learning. The sales landscape is always evolving, especially with the rapid growth of AI and data-driven decision-making. Keeping up with these trends will help you stay competitive and add value to your clients. Approach sales as a field where you’re always learning, and you’ll find a rewarding, dynamic career.