Five questions with… Bethan Cawley, Sales Director
We’ve been catching up with some of the CTI Digital team, asking them to explain what they do and what their biggest challenge looks like.
This week, it’s the turn of our Sales Director, Bethan Cawley.
CTI: What do you do? How would you explain it to a child?
Bethan Cawley: The grown-up version is I align go-to-market strategy with agency deliverables, optimise sales pipelines, and ensure top-line revenue keeps the agency thriving.
The ‘explain it to a child’ version: I talk to big companies that sell stuff, persuade them to pay us to make great websites, and make sure we earn enough budget for drinks and pizza.
What makes a good Sales Director?
Bethan Cawley: Equal parts chaos-whisperer, pipeline prophet, and emotional shock absorber.
You need the strategic foresight to build a repeatable revenue engine, the stamina to navigate complex buying committees, and the ability to take it on the chin when a prospect tells you, "We've decided to bring this capability in-house/go with another agency."
What’s great about the job? And when is it not so great?
Bethan Cawley: The great parts are celebrating with the team after landing a deal, turning a cold lead into a productive client relationship, and seeing the hard work from the pitch transform into a live project.
The not-so-great is the final week of each month when you're chasing contract signatures.
How has the job changed since you started out? How did reality compare to your expectations?
Bethan Cawley: At the start I thought senior sales roles were all about charismatic smooth-talkers who closed business over expensive lunches on pure swagger.
Now I know high-level sales is 90% active listening, commercial rigour, and relentless curiosity. Charm gets you in the room; process and rigorous qualification win the contract.
What’s the biggest challenge right now?
Bethan Cawley: The biggest challenge right now is cutting through AI-generated noise. Prospective clients are bombarded with automated outreach and assume generative tech means agency work should cost less.
Proving genuine ROI now requires demonstrating high-level strategic insight that software simply can't replicate.
Bonus question: What advice would you give to your younger self?
Bethan Cawley: Disqualify early and without mercy. Spending three weeks chasing a prospect that isn’t right for your agency is not proper graft - it's a time trap. A quick ‘no’ frees up your week for the right opportunities.
CTI Digital's team of digital marketing and technology experts specialise in digital strategy, web development, and growth marketing. We help ambitious brands navigate the digital landscape with proven strategies and cutting-edge technical expertise.