Turning relationship data into Boomerang’s core sales workflow.
Customer conversations revealed a more valuable problem: sales teams had relationship data, but no reliable way to turn it into a warm path. I helped shape the intelligence model and move it into the tools reps already used.
The company needed a new product direction - not another isolated feature.
While working closely with sales teams, we kept seeing the same behaviour. Reps could access CRM records and social profiles, but still spent hours piecing together who could open a target account and why that relationship was credible.
Make the warm path visible before a rep begins outreach.
The company already had useful relationship signals across CRM data, customer contacts, employee networks, and past interactions. The opportunity was to turn those fragments into a ranked, explainable path to the right decision makers.
Account 360 made the target account understandable.
Scoring prioritised the accounts with the strongest path in. The detail view then showed the people involved, their influence, the available referrals, and the reason each connection mattered.
Contact 360 explained why a connection was useful.
A score alone was not enough. Contact 360 exposed shared employers, education, prior deals, and relationship history. The Referrals view then ranked possible connectors and explained why each path was credible.
Bring the intelligence to the workflow - not the user to another dashboard.
The first model still expected reps to visit our product. I proposed a Chrome extension that placed Account 360 directly on LinkedIn company and profile pages, at the exact moment a salesperson was researching whom to contact.
Account intelligence appeared inside LinkedIn.
The extension carried the same scores, relationship evidence, and next actions into company and profile pages, removing the need to switch back to a separate dashboard.
A warm path became a controlled referral workflow.
Once a rep selected a connection, Boomerang prepared the referral ask. The salesperson could review and edit the message, schedule it, or allow lower-risk actions to run automatically. Higher-value deals retained a deliberate approval step.
Slack turned network changes into timely opportunities.
When a known champion moved to a new company, Boomerang surfaced the change where the sales team already collaborated. The signal could prompt a welcome message, reopen the relationship, and create a warm path into the new account.
Five tools became one continuous sales motion.
The product did not replace the sales stack. It connected the data, decision, and action across the stack so that context followed the salesperson from research to outreach.
My contribution went from product direction to shipped behaviour.
- Worked with customers and salespeople to identify the warm-path opportunity behind the existing roadmap.
- Partnered with the founder, CTO, and CRO to define the product model and challenge where automation should live.
- Designed Account 360, Contact 360, scoring, org-chart, referral, email, and Slack experiences as one system.
- Proposed the Chrome-extension direction and led three designers through the end-to-end workflow.
- Worked with engineering to define approval, scheduling, and automation rules without removing human control.
The workflow became the product.
The Chrome extension and connected referral experience became Boomerang’s current product direction. Mixpanel recorded 60% less manual account research, 35% higher warm-path outreach success, and an average 2.5-week reduction in account penetration time.
Relationship intelligence creates value only when it arrives at the moment of decision. The pivotal design move was not another dashboard - it was carrying trusted context into the salesperson’s existing workflow while keeping human control where the risk was highest.