Turning relationship data into Boomerang’s core AI sales product.
I stopped designing what was requested and asked why. That question led from a failed Mutual Success Plan to Warm Referral - a connected workflow across Salesforce, LinkedIn, Chrome, email, and Slack.
The product and operating context
A 20-person startup was shipping customer requests faster than it could connect or measure them. Individual features worked, but reps still assembled account context manually across disconnected tools.
The problem behind the request
Mutual Success Plan shipped under investor pressure and failed. The deeper issue was not the interface - it was a roadmap built from feature requests without a coherent product model.
Put intelligence inside the workflow sales reps already used.
I proposed the Chrome-extension bet and designed the complete path from a CRM lead to the strongest relationship and an automated referral ask. If reps would not adopt it inside Salesforce and LinkedIn, the concept would stop there.
From decision to shipped system
- Researched hundreds of sales tools and mapped the market gap.
- Connected account scoring, org charts, relationship intelligence, referral outreach, and Slack delivery into one product system.
- Led three designers and partnered directly with the founder, CTO, and CRO on the new roadmap.
- Validated the workflow with partners while the CEO was in the room.
The work, in context
Selected full-product views establish the system. Focused frames show the decisions and interactions that made the direction real.
What changed
Warm Referral replaced Mutual Success Plan, became Boomerang’s core offering, and helped open the enterprise story with Armis. Mixpanel recorded the improvement rather than relying on estimates.
Strategy is deciding what not to build. Questioning the roadmap was outside my job description, but it became the highest-leverage contribution I made.