The CRM Success Show

Latest Episodes:

Driving business outcomes - Enterprise Architecture - Daniel Hurtibuise, Builders First Source (#48) Oct 06, 2026

Show notes

In this episode, Daniel Hurtubise, Senior Engineering Manager at Builders First Source, shares his experience leading Salesforce teams and connecting technology with real business needs.
Daniel discusses Salesforce architecture, data quality, integrations, DevOps, AI, digital adoption, and user experience. He also explains why strong business processes, collaboration, and understanding the end user are essential for successful Salesforce transformation.
About Our Guest
Daniel Hurtubise is a Senior IT Salesforce Manager at Builders First Source, where he leads a multidisciplinary Salesforce team supporting sales operations and customer engagement.
With experience across Builders First Source, Interstate Batteries, Liquidity Services, and Terramark, Daniel brings extensive expertise in Salesforce, enterprise architecture, integrations, cloud platforms, DevOps, and digital transformation.
In this episode, he shares practical insights on building scalable Salesforce solutions, improving data quality, driving adoption, and preparing Salesforce teams for the future of AI and automation.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Greenfield Implementations in Bio-Tech - Charles Van Fleet, Standard BioTools (#47) Sep 22, 2026

Show notes

What does it take to successfully consolidate two Salesforce orgs after a merger? In this episode, Charles Van Fleet, Senior Director of Enterprise Applications at Standard BioTools, shares how his team approached a complex Salesforce greenfield implementation following the merger of SomaLogic and Standard BioTools. He explains how they evaluated Salesforce against Microsoft Dynamics 365, HubSpot, and Oracle, standardized business processes, consolidated two CRM environments, and built a scalable Salesforce operating model.
About Our Guest
Charles is a Senior Director of Enterprise Applications & Business Systems with 25+ years translating business strategy into enterprise application portfolios that scale.
He has a track record of building and governing CRM (Salesforce, Microsoft Dynamics), ERP (Microsoft Dynamics, NetSuite, SAP), data platforms and integrations across Healthcare/Life Sciences, Home Services, and Insurance.
Rationalized legacy ecosystems, integrated M&A, and enabled business units to grow without proportional technology spend. Known for connecting board-level mandates (AI, digital transformation, regulatory compliance) to governed, production-ready delivery.
Experienced managing $10M+ budgets, leading global teams, and presenting application strategy at executive and board levels.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Disruptive Change Management - Richard Kadeg (#46) Sep 08, 2026

Show notes

Why is change management still treated as optional when poor adoption can derail even the best technology implementation? In this episode, we explore why transformation projects fail, how to measure change management separately from project delivery, who should actually own change across an organization, and why executive alignment matters so much. We also discuss resistance, shadow systems, post-go-live adoption, how much budget should be allocated to change management, and the practical framework behind his book Disruptive Change Management: The 10 Pillars.
About Our Guest
Richard is a global technology executive with more than 25 years of experience leading enterprise transformation across 40 countries and eight industries.
Throughout his career, he's helped some of the world's largest organizations modernize complex technology landscapes, leading large-scale Oracle Cloud, SAP and Workday transformations while developing enterprise data strategies and AI governance frameworks that enable businesses to innovate with confidence.
Long before AI became today's biggest boardroom topic, his team was designing and deploying award-winning AI solutions within the Oracle ecosystem, laying the foundations for the agentic AI capabilities many organizations are now beginning to explore.
Known for his hands-on leadership style, he works closely with executive teams to turn complex technology and data challenges into practical business outcomes, combining rapid prototyping, architecture leadership and real-world execution rather than relying solely on strategy presentations.
He's also the author of Disruptive Change Management: The 10 Pillars, a practical guide to leading organizational transformation through resistance, drawing on military doctrine and more than two decades of experience delivering complex global change initiatives.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Building a Community of Practice - Paul Kobs, Graco (#45) Aug 25, 2026

Show notes

How can a Salesforce Community of Practice improve governance, collaboration, and operational efficiency across a large organization? In this episode, Paul Kobs shares insights on building and scaling enterprise Salesforce teams, creating effective operating models, balancing internal talent with partners, and connecting CRM investments to measurable business outcomes. Learn how a strong Community of Practice can help Salesforce organizations share knowledge, improve governance, and scale more effectively.
About Our Guest
Paul Kobs is a seasoned CRM and Salesforce product leader with 10+ years of experience building and scaling enterprise CRM strategies, teams and operating models across organizations including Cargill, 3M and ProVation Medical.
His experience includes leading Salesforce strategy for 13,000+ users at Cargill, managing a $25M portfolio and 25-person global team, optimizing vendor partnerships, and establishing a Community of Practice that significantly improved operational efficiency.
He's also led major CRM transformation and M&A initiatives at 3M, alongside large-scale platform, integration and deployment programs throughout his career.
Paul brings a particularly interesting perspective on how large organizations structure Salesforce teams, balance internal talent with partners, improve governance and ultimately connect CRM investment back to business outcomes.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Customer Loyalty in Restaurants - Jeff Wilshire, Mooyah Burgers (#44) Aug 11, 2026

Show notes

What does it take to build customer loyalty in the restaurant industry? In this episode, Jeff Wilshire shares insights on restaurant loyalty programs, customer experience, digital engagement, marketing technology, and using customer data to create stronger relationships and drive business growth. Discover how restaurants can use digital ecosystems, analytics, and personalized experiences to turn customers into loyal advocates.

About Our Guest

Jeff Wilshere brings nearly four decades in marketing leadership (including 19 years with IBM in global marketing roles and recently serving as Senior Director of Marketing at MOOYAH Burgers Fries and Shakes, Jeff found time for to sit down with us to record while enjoying semi-retirement.

Throughout his career, Jeff has helped technology companies and restaurant organizations strengthen their market presence, embrace digital transformation, and improve customer experiences. He continues to advise organizations on digital ecosystems, marketing technology, websites, loyalty programs, marketplaces, customer data platforms, analytics, and digital engagement strategies.
Jeff currently supports La Madeleine Restaurants on select marketing initiatives while enjoying semi-retirement, travel, and adventure.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Thriving in an M&A Environment - Emily Malanos (#43) Jul 28, 2026

Show notes

How do you keep technology, CRM, and Revenue Operations moving forward during a merger or acquisition? In this episode, Emily Malanos shares insights on thriving in an M&A environment, harmonizing complex CRM ecosystems, integrating applications, and aligning sales, service, and marketing processes. Discover how strong CRM strategy and Revenue Operations can help organizations navigate change while maintaining efficiency and business growth.
About Our Guest
Emily Malanos is Director of Enterprise Technology & Revenue Operations at Northwest Bank, with a proven track record leading digital transformations and Revenue Operations initiatives. She specializes in CRM strategy, strategic oversight, process harmonization, and developing sales, service, and marketing processes across complex CRM ecosystems and integrated applications.
Her career has taken her from Conduent to Gallagher through multiple acquisitions, giving her valuable experience navigating organizational and technology change. Emily currently resides in the Greater Pittsburgh region and brings a strong focus on Salesforce, enterprise technology, and Revenue Operations.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Building Products in the AI Era - Rich Walker, Quik! (#42) Jul 14, 2026

Show notes

What does it take to build successful products in the AI era? In this episode, Rich Walker explores how AI is changing product development, workflow automation, customer experience, and the way businesses operate. He shares lessons from building Quik! and discusses using AI to improve efficiency, communication, and customer success while creating products that deliver measurable value.

About Our Guest
Rich Walker is the Founder and CEO of Quik!, an entrepreneur and customer experience-focused technology leader. He founded Quik! in 2002 with the goal of eliminating paperwork inefficiencies and making work easier. Today, Quik! powers more than 42,000 forms and helps financial professionals streamline their workflows.

Rich is focused on using AI to drive efficiency, improve software development, and strengthen communication. His leadership philosophy centers on vision-driven growth, customer experience, empowered teams, data-driven execution, and taking fast, decisive action.

Outside of work, Rich is a father, husband, car enthusiast, bodybuilder, and enjoys skating, bodyboarding, and snowboarding.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

The Power of Community - Tiffany Spencer, The Giving Kitchen (#41) Jun 30, 2026

Show notes

How can community and technology create meaningful change in the Salesforce ecosystem? In this episode, Tiffany Spencer explores the power of community, digital transformation, mentorship, and technology education. She shares insights on building inclusive tech communities, developing talent, and using Salesforce to help businesses and nonprofits create lasting impact.
About Our Guest
Tiffany Spencer has more than 15 years of experience in the Salesforce ecosystem and is a 7x certified Salesforce professional, Salesforce MVP, and Golden Hoodie recipient. She has led digital transformations for organizations ranging from small businesses to large corporations across multiple industries.
Tiffany is also a passionate technology educator and advocate for underrepresented communities. She is Founder and CEO of Tech Forward, a nonprofit helping underrepresented groups discover cloud and SaaS technologies and career opportunities. She is also Founder and CEO of Tech Forward Solutions, a Salesforce implementation partner supporting businesses and nonprofits with digital transformation and talent development.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

The CRM Success Show - Season 5 Recap Jun 16, 2026

Show notes

In this mini-episode, co-hosts David Masri & Khero Witey reflect on Season 5, what they enjoyed and what is to follow for Season 6.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

Salesforce in Fortune 500 - Arman Piric, Rockwell Automation (#40) Jun 02, 2026

Show notes

What does it take to scale Salesforce across a Fortune 500 enterprise? In this episode, Arman Piric shares insights from managing a large-scale Salesforce ecosystem, balancing enterprise strategy with hands-on innovation, and driving AI adoption across IT. Explore the challenges of enterprise Salesforce, digital transformation, AI-native products, and how technology leaders can turn large-scale platforms into engines for business innovation.
About Our Guest
Arman Piric is a technology executive and hands-on builder, serving as Director of Salesforce & Digital Transformation at Rockwell Automation. He leads a $30M+ technology portfolio and a 100+ person delivery organization supporting an ecosystem of approximately 18,000 users.
Arman combines enterprise-level strategy with hands-on technology development, personally building AI-native products including voice agents and mobile applications. His focus is on driving Salesforce innovation, digital transformation, and AI adoption across IT.

Talking with the people who own the largest and most complex CRM systems, with a strong focus on Salesforce.

Learn more: https://www.crmsuccess.show/
Your Hosts on LinkedIn:
Dave "Maz" Masri : https://www.linkedin.com/in/davidmasri/
Khero Witey: https://www.linkedin.com/in/kherothetxrecruiter/

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