Marta Lawrence

Strategic Advisor to Senior Executives

• Trusted executive partner supporting the $5 billion Salesforce Digital organization (Marketing Cloud + Commerce Cloud). Operated as a strategic generalist and execution specialist — bridging Product, Sales, Marketing, and Ops to drive enterprise-wide growth.
• Drove cross-functional strategic planning for Salesforce Digital, aligning executive vision with scalable execution across multiple organizations.
• Established global operating cadences and quarterly checkpoints to drive accountability across Sales, Product, Marketing, and Operations.
• Acted as the “connective tissue” leader — frequently tapped by executive teams to solve unstructured, mission-critical problems, turning chaos into structure and structure into momentum.

Scale-Oriented Systems Builder

Account Engagement

• Led one of Salesforce’s most complex GTM integrations — merging Account Engagement into Marketing Cloud with an aggressive timeline and high operational risk, resulting $100M uplift to product in a single fiscal year.
• Transitioned $224M in Account Engagement ACV and 5,000+ pipeline opportunities to the new model in under 90 days.
• Resolved field resistance, quoting misalignment, and ownership ambiguity through transparent communication, field enablement, and org-wide coordination across 20+ departments and 6 global regions.

Data Cloud

• Took point during a failed rollout of Salesforce Data Cloud — where consumption credits couldn’t be measured, renewals stalled, and field trust eroded.
• Convened a cross-functional working group to identify blockers, rebuild strategy, and relaunch the product with clarity and momentum.
• Transformed Data Cloud into Salesforce’s fastest-growing product, using a scalable blueprint now reused across product and distribution organizations.
• Created anchor use case libraries tied to actions and business value, not features — giving sellers and customers clarity and confidence.
• Launched Spark+, a scalable discovery and positioning motion, paired with a Digital SE Certification Program to equip SEs and AEs.
• Led provisioning and rollout strategy that built real-world familiarity with Data Cloud before monetization.
• Seeded Data Cloud in over 1,000 Salesforce accounts in FY24, and saw compounding usage rates that laid the groundwork for scalable consumption.
• Designed and executed a formal POC and pilot program to de-risk adoption for skeptical enterprise buyers, delivering a 75% win rate and $13.8M in closed ACV.
• Developed and launched the Data Cloud Overage Program, resulting in $3M in immediate ACV after program launch.

• Developed and executed the GTM strategy for the global Services org, aligning messaging and launch strategy across Product, Marketing, and Sales.
• Built value narratives around Services offerings, contributing to greater customer retention and upsell potential.

• Led GTM efforts for Manufacturing, Financial Services, and HLS verticals.
• Aligned cross-functional teams on messaging, field enablement, and campaign development.

• Owned global AE onboarding for Marketing Cloud; created scalable ramp framework that reduced time-to-first-deal and improved retention.
• Collaborated across Enablement, Product, and Sales to ensure alignment with GTM strategy.

• Developed executive-level storytelling and advocacy programs that fueled marketing campaigns and informed GTM narratives.
• Created high-impact assets (case studies, thought leadership) that accelerated pipeline and deepened customer relationships.

• Led internal communications and enablement for major IT initiatives, driving org-wide adoption through effective messaging.
• Developed training and messaging frameworks that improved awareness, engagement, and program compliance.

• Directed national communication, media strategy, and executive messaging.
• Launched social impact campaigns across Final Four host cities, reaching 250,000+ students.