AI Insights

How AI-Powered Sales Innovation and Godel’s Expertise Helped Citation Win Big at the National AI Awards

The Citation Group won the 2025 AI Innovation Award at the National AI Awards in recognition of its groundbreaking approach to sales transformation. The award-winning solution was brought to production by harnessing the expertise of multiple teams, including Godel Technologies, Citation’s software engineering partner, whose technical skills were instrumental in delivering the final result.

Citation embarked on an ambitious journey to revolutionise its sales process using artificial intelligence. The vision was simple yet powerful: record and transcribe sales conversations with prospective clients, then let AI analyse these transcripts to identify the prospects most likely to convert. 

To make this actionable, the sales team would receive a prioritised list of urgent follow-ups every morning, based on keywords and patterns detected by the AI tool. This proactive approach meant that high-value opportunities never slipped through the cracks. In June, Citation reached out to Godel, specifically for Python expertise to help accelerate the project, providing engineering leadership and technical skills. Godel’s involvement was essential in transforming the prototype into a production-ready solution.

The go-live phase marked a significant milestone. AI-driven prioritisation became an integral part of Citation’s sales workflow, and Godel played a crucial role in ensuring the technology was seamlessly integrated. 

Behind the scenes, Citation’s contact centre, which handles outbound B2B calls, was at the heart of this transformation. AI transcribed call recordings, analysed them using a large language model (LLM), and extracted buying intent signals. These signals were then enhanced with a machine learning model and integrated into Salesforce, creating a streamlined process that prioritised follow-ups intelligently. 

The results were outstanding. We saw a significant boost in total contract value, and the efficiency gains were undeniable. High-priority callbacks were seamlessly managed during staff absences, and time wasted on low-priority leads was virtually eliminated. It wasn’t just about the technology; it truly empowered our sales team to focus on what matters most.

Beccy Weeks, Group CTO at The Citation Group.

This initiative was built on five pillars of Citation’s AI strategy: 

• Commercial acceleration 
• Service excellence 
• Product differentiation 
• Engineering transformation 
• Cultural empowerment 

Together, these principles guided the project from concept to execution, ensuring that AI wasn’t just a tool but a catalyst for growth and innovation. 

Our partnership has been nothing short of exceptional. Together, we’ve turned an ambitious vision into a real-world AI solution that fundamentally is transforming the sales processes for The Citation Group, and is driving measurable impact. Winning the 2025 AI Innovation Award is a testament to what can be achieved when innovation meets collaboration. At Godel, we’re thrilled to see AI move beyond theory and into practical use, helping clients unlock efficiency and focus on what truly matters.

Gareth Ainsworth, CEO at Godel Technologies

Posted 08 Jan 2026

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