Coder provides secure, self-hosted, AI-powered cloud development environments for large enterprises, enabling organizations to accelerate how they build, test, and deploy software at scale. As enterprises adopt agentic workflows and AI-driven development practices, they need to rationalize their infrastructure so that it is performant, compliant and adaptable. The engineering software market is intensely competitive, and buyers expect highly consultative, tailored sales experiences. For Coder, scaling sales effectiveness is critical to winning large, multi-stakeholder deals while preserving the high-touch approach that differentiates the team.

Before adopting Ava, Coder faced a fundamental challenge: converting its deep, programmatic engagement with customers into reusable, actionable deal context. The team had rich knowledge of how their customers operated—complete with cultural nuance and technical specificity—but struggled to consistently translate that understanding across sellers and deals.

To address this, Coder deployed Ava as a force multiplier at the middle of the funnel, where deals were already progressing. This allowed the team to test how AI could augment rather than replace sellers, reinforcing their credibility while speeding deal motion.

Introducing Ava required clear intention and careful change management. The team began its rollout in late 2024, during peak hype around AI, and Frey made it clear this wasn't about replacing people with automation—it was about removing toil and amplifying their best attributes. Once framed this way, skepticism quickly faded and sellers began incorporating Ava into daily workflows.

For frontline sellers, the payoff was immediate. Ava began digesting call recordings, notes, and artifacts in seconds—condensing what used to take hours into minutes.

With Ava capturing and analyzing every customer interaction, Coder has transformed how it handles opportunity context. Ava now generates automated win reviews immediately after deals close, distilling 100–200 day sales cycles into concise artifacts that document the use case, technical wins, and business outcomes—backed by actual customer quotes. These win reviews fuel marketing with sharper, segment-specific stories, and give sales leaders pattern recognition across deals.

At the same time, Ava has reshaped forecasting. Leaders now review Ava-generated summaries ahead of forecast calls, cutting down on commentary and focusing only on blockers and next steps. This has dramatically increased the efficiency and quality of weekly deal reviews while accelerating onboarding for new hires.

Looking forward, Coder views Ava as a foundational element of a broader AI strategy. As Ava continues expanding from the middle of the funnel toward both the top and bottom, Coder expects it to keep improving deal velocity, seller efficiency, and the consultative buyer experience that sets the company apart.