CASE STUDY
Building Momentum Around Strategy
Invisible CRM Vision — using narrative and concept design to make a future strategy tangible.
The Challenge
- Product teams were optimized for near-term delivery.
- The CRM roadmap remained centered on desktop workflows and reporting.
- Teams lacked a compelling shared direction for how Salesforce could better support sellers.
The Design Opportunity
Create a future-state narrative that gives teams something to believe in, rally around, and build toward.
Making the Future Tangible
The Vision
- Move from a desktop-bound CRM to timely support throughout the seller's day.
- Shift from reporting on work to helping sellers complete critical tasks.
- Use concepts and narrative to make the future visible and emotionally engaging.
Excerpts from Narrative
Start the Day with Morning Brief
Contextual awareness of what happened since you last signed on and what you need right now to get your immediate tasks completed
Meeting Prep
The CRM pulls for all available sources to create an up-to-date, insightful dossier before entering into a meeting
Post Meeting
After automatically capturing the conversation, the CRM will highlight insights and recommend to-dos.
The Role of Narrative
Turn strategy into a future teams could see, discuss, and invest in.
My Role
- Led the vision process, workshops, and concept development.
- Crafted the story connecting customer insight, concepts, and business strategy.
- Influenced leadership's long-term product direction and roadmap priorities.
Outcome
- Realigned teams around seller rituals, not legacy CRM functions.
- Secured approval for Assisted Day Planning and Automated Meeting Prep for immediate development. Automated Meeting Prep shipped as Meeting Digest.
Closing
The Invisible CRM vision helped turn a long-term strategic ambition into a future that teams could see, discuss, and begin building toward.
Continue Exploring