AI-Powered Video: Transforming GTM Teams and Customer Engagement | Ben Wright | S3:E11

In this episode of Force and Friction, we sit down with Ben Wright, VP of Revenue at sendspark, to discuss how AI-powered video is reshaping go-to-market (GTM) teams and redefining customer engagement.

If you’re looking to increase engagement, improve customer handoffs, and drive more conversions, this episode is packed with insights you don’t want to miss.

Ben Wright

sendspark

Ben’s journey into tech wasn’t your typical route. He started his career in operations at Heathrow Airport before pivoting into the world of tech, SaaS, and GTM leadership.

Now, as VP of Revenue at sendspark, he’s leading the charge on scalable, AI-driven video personalization, helping sales, marketing, and customer success teams cut through the noise with smarter, more engaging outreach.

Follow Ben

Watch the Episode:

Here are the core areas we discuss in today's episode:

The Evolution of AI-Powered Video in Sales and Marketing:

Video as a prospecting tool isn’t new, but scaling it effectively has always been a challenge - until now. Ben explains how sendspark leverages AI to make personalized video fast, efficient, and scalable.

“Sales teams never fully adopted video because it was too time-consuming. With AI, you can record once and personalize at scale in minutes.”

This game-changer allows GTM teams to automate video creation, saving time while maintaining authenticity in outreach.

Cutting Through the Noise: How AI Video Increases Engagement:

With inboxes flooded and traditional outreach losing effectiveness, standing out is harder than ever. Ben highlights how AI-powered video gives sales, marketing, and customer success teams an edge:

1: Higher open and reply rates – Personalized video messages command attention.
2: Scalable 1:1 outreach – Record once, personalize for hundreds in minutes.
3: Deep CRM integrations – Automate video follow-ups based on customer actions.

“People don’t trust ads, they trust authentic human connections. AI video brings that to scale.”

Beyond Sales: How AI Video is Changing Customer Success and Retention:

While many think of video for outbound sales, its true power lies in customer success and retention. Ben shares how sendspark helps teams:

• Enhance onboarding and reduce churn – Automate personalized welcome videos.
• Improve customer handoffs – Seamless transition from sales to success teams.
• Deliver proactive support – Send customized explainer videos triggered by CRM events.

“Customer success is often overlooked in tech investment. AI video gives them a powerful way to engage customers and prevent churn.”

The Future of AI Video: Personalization Without Losing Authenticity:

Ben addresses one of the biggest concerns in AI-powered outreach: Does automation kill authenticity? His answer? Not if done right.

“AI is a force multiplier for tedious tasks, not a replacement for human connection. It’s about scaling smart, not removing the personal touch.”

As AI advances, companies must balance automation with genuine engagement, using tools like dynamic backgrounds, voice customization, and CRM-based triggers to keep videos relevant and impactful.

The Most Effective GTM Strategies Behind sendspark’s 400% Growth:

Ben pulls back the curtain on sendspark’s massive growth and the strategies driving it:

• LinkedIn Thought Leadership – Vocal leadership and GTM insights fuel inbound leads.
• Partnership Ecosystem – Deep integrations with CRM and automation tools.
• Influencer Marketing & Co-Marketing – Leveraging strategic partnerships for credibility and reach.

“We drive demand by meeting buyers where they are—on LinkedIn, through partnerships, and by making AI video adoption seamless.”

These GTM tactics have helped sendspark become the go-to AI video platform for revenue teams looking to break through the noise.

Final Thoughts

Ben Wright’s insights reveal the future of AI-powered video in sales, marketing, and customer success. If you’re a SaaS founder, revenue leader, or part of a GTM team, this episode is packed with actionable takeaways on how to integrate AI video into your strategy.

For more insights, visit sendspark.com or connect with Ben on LinkedIn. Stay tuned for upcoming episodes of Force and Friction for more industry-leading conversations.

Ready to be Our Next Guest Contributor?

Your Host:

A little about Mike who hosts the show.  Please connect with us on LinkedIn we would love to have you as part of our professional networks.

Mike Midgley is the CEO at 6teen30 Digital, Inc. and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Force & Friction Podcast.

Mike has achieved successful six and seven-figure exits over a 30-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.

Follow Mike