Reimagining sales intelligence workflows to boost rep efficiency and retention
Sales reps using Marketo Sales Insight (MSI) were overwhelmed by fragmented lead data, buried activity history, and noisy interfaces. I led a full redesign focused on streamlining workflows, surfacing recency and relevance, and reducing interaction cost inside Salesforce.
The outcome was a faster, clearer, and more useful Sales Insight experience — increasing trust and retention among power users while reinforcing the product’s role within Adobe’s broader marketing ecosystem.
733%
increase in
customer adoption
Background
Marketo’s Sales Insight is embedded in Salesforce, used by Sales Development Reps (SDRs) to track lead behavior, campaign engagement, and scoring activity.
But over time, users had grown frustrated with:
Fragmented activity signals
Hard-to-discern recency/context
Fragmented activity signals
Internally, this was seen as a “customer love” initiative — but the risk was deeper: If MSI failed to deliver actionable insights, reps would disengage, threatening usage and renewals.
Early research insights
I worked with our researcher to synthesize input from long-time MSI users, uncovering patterns like:
Desire for signal clarity: Reps didn’t need everything, just what mattered now
Recency > Volume: Knowing what happened this week was more useful than total counts
Contextual intelligence: Reps wanted to see lead and account-level activity in one view
Personnel
Design lead (myself)
1 Product Manager
1 UX Researcher
Engineering team in Ukraine
Sales stakeholders
C-suite stakeholders
My role
As the sole product designer on this effort, I:
Led research synthesis with PM and Research
Defined user personas and key JTBDs (Jobs To Be Done)
Drove concept development through 4 iterations based on feedback
Navigated platform constraints (400px width, embedded in Salesforce)
Aligned cross-functional stakeholders and delivered the final UI
Design principles
We defined key success criteria:
Reduce interaction cost (fewer clicks, more clarity)
Show activity recency and trends visually
Support “account thinking” — seeing what others on the team had engaged with
Maintain visual simplicity within Salesforce embed constraints
Iteration & exploration
“Reminds me of Outlook. Could be good for review.”
“Need more context — feels abstract.”
“This is really nice — gives me a clear sense of timing.”
“Love this. But weekly view is better than daily.”
We also eliminated noise: removed unused graphs, consolidated tabs, and prioritized one clean summary.
Almost final
Consolidated Insight Panel
Shows last-touch activity
Highlights lead and account-level signals
Includes campaign and event previews
Visual Recency Timeline
Color-coded for quick scanning
Weekly, not daily, to reduce visual clutter
Built within platform constraints
Fit inside a 400px Salesforce panel
Harmonized with Adobe's component system
Collaborated with engineers to implement smart loading
Results & impact
While no specific metrics were published, we observed:
High adoption among pilot SDRs
Improved sentiment from customer interviews post-release
Increased retention of MSI subscriptions (indirectly attributed to this initiative by Sales team)
Positive reception across internal sales enablement teams
“This shows Adobe is still investing in the tools we use every day.” — SDR feedback
Why this effort matters
This wasn't just a UI refresh — it was a chance to restore trust in an aging, high-impact internal product. By grounding design in real user needs and business risk, we created clarity and focus for reps at the frontline of Adobe’s sales engine.
As a Principal Designer, I treat “customer love” as product leverage — when you simplify workflows for your most loyal users, they reward you with retention, trust, and advocacy.