Case study · Salesforce

Launching new categories into the #1 CRM

Role · Sr. Director, Product Marketing & Trailblazer MarketingSector · B2B SaaS · CRM · Service Cloud

$4.7B

Headline outcome

Pipeline influence through category creation and advocacy at scale.

The Challenge

Where we started

—Established #1 CRM platform launching net-new products and categories into highly competitive enterprise markets.
—Required cutting through internal noise across thousands of products while landing distinctive narratives externally.
—Customer voice was a strategic asset but not yet operationalized as a programmatic GTM motion.

The Approach

—Built the inaugural Trailblazer Marketing program — a customer-led community and advocacy engine wired into GTM.
—Led product marketing for a net-new WFM solution: category narrative, pricing & packaging, launch, and enablement.
—Designed peer-to-peer advocacy tracks (speakers, references, content) tied to pipeline and adoption metrics.
—Partnered with field marketing, sales, and Dreamforce teams to scale customer stories across regions and segments.

The Outcome