Sales
How Boomi elevated the B2B buyer experience for prospects
By John Rivers — On October 29, 2026
Boomi's salespeople sell to full buying committees across end users, technical teams, IT and more, but they can't always be there to address the needs of their buyers. That leaves the champion to carry the case on Boomi's behalf, often without the content or context a seller would bring.
Cait Bowes, Head of Content Strategy at Boomi, set out to enable these champions and give every buyer a personalized experience. Her answer was digital sales rooms (DSRs): curated spaces where sellers and champions bring together everything a committee needs. She started with a small pilot, using CRM data to show sellers the early results, then ran workshops to get them past the hardest hurdle: building their first room.
Cait and the team have seen win rates on deals with a digital sales room at 1.8x greater than those without, deal size more than 2x larger, and time to close trending down as adoption of DSRs grows. Boomi's story is a great example of how enablement can influence revenue.
Because of this work, the Boomi team has been named a winner of the 2026 Buyer & Customer Experience Excellence Award at Seismic Shift!
We caught up with Cait on how the team made digital sales rooms work for buyers and sellers.
How do digital sales rooms (DSRs) change the experience of buying enterprise software?
In my career, I've interacted with digital rooms in three ways. I've been a seller, I've been a buyer of enterprise software, and now I'm in enablement. Having purchased both with and without digital sales rooms, I can say firsthand that it's so much easier to buy from a company that uses them.
It's easier for me as the champion because I can find all the assets I need, I don't have to go back and ask the same questions over and over, and I can educate myself on my own time. It also makes it much easier to take that case up to the economic buyers who are actually signing on the dotted line and make a really clear case for why I think we need to buy this software. As a buyer, it's so much easier to have everything in one place.
Why are digital sales rooms so important when selling to buying committees?
Like a lot of enterprise software companies, Boomi doesn't sell to just one buyer. Our sellers have to sell to full committees, which could be anyone from the users to technical resources to IT, security, procurement and the economic buyers.
DSRs let us empower our champion, the person we have a relationship with, to sell on our behalf, because it's unreasonable to think we're always going to be in the room when our product is brought up. We work with our champions to curate these DSRs so they can take them back to the entire buying committee and help us get into that room and drive the sale to the next step. Our sellers are great at finding and working with their champions, and DSRs help those champions open the doors so we can get in front of a larger audience and have bigger conversations.
How does Boomi think about DSRs within its go-to-market approach?
We think of Highspot by Seismic as a buyer engagement platform before anything else. Yes, it's our e-learning platform, and yes, it's our content management system, but all of that is built around getting our message in front of our buyers and our users.
DSRs are the one place where everything comes together: all of the learning our reps have done, the talk tracks they've memorized, the pitches they've practiced, the decks they've customized. All of that messaging and work comes together in a beautiful package they can hand to their customer or buyer to help drive deals. So it was really easy to get buy-in, top to bottom, that DSRs are the way we're going to go to market.
How did you get sellers to start using digital sales rooms?
Most of our sellers hadn't engaged with DSRs before, so there was some hesitancy to start with a new tool. Sellers are really busy people, so I needed to prove these would help them close deals before I could ask for their time. That was easy to do with a small pilot, partly because the platform integrates so well into our CRM.
Once we trained a small group, we could come back and show them that win rates were higher, deal size was higher and time to close was faster, which generated a lot of buzz. Then we ran workshops and showed people how easy it is to set up your first DSR. We found it was hard for people to get over that hump, so we did that together.
What keeps sellers using them once they've built their first room?
Driving adoption hasn't been a real challenge. The hardest part is getting people to build their first room and get past the feeling that it will take more time than it does. But once a seller has launched a DSR within a deal, they tend to go back and repeat it again and again.
There are a lot of benefits for a seller. The first is that it takes less time overall than sending email attachments. We have data showing that deals close more quickly with a DSR , but that's not even what I mean. Their day-to-day workflow is more efficient, because they don't have to answer the same question over and over. You don't have to send the same SOC 2 document several times, because the answer is always that it's in the DSR, and eventually your buyer gets trained to look there first.
What tips do you give sellers for using digital sales rooms?
Once you build a DSR, you're sending that link all the time. The Google integration has been key for us, so you don't have to log into the platform every time. It's at the end of my signature when I'm selling: "By the way, everything we've talked about, all of these recordings, all of your decks, are right here." I use the Gmail integration, and it takes no more time than attaching the pitch deck.
Cait Bowes
Head of Content Strategy, Boomi
How do analytics help sellers understand the real state of a deal?
One of my sellers tells a really cute story. She only sells in the Midwest, and a lot of her buyers in Wisconsin are too polite to tell her no. So she relies on DSRs to see what people are engaging with, so she knows whether something is worth pursuing or whether they're just being polite. They said, "Yeah, we might be interested in partners." They never opened it. So we said, "You're not interested in partners. You're just sweet."
In another case, a customer logged into their DSR and, instead of going to the custom proposals the rep had built, spent all their time on very specific technical tracks. That's how the rep realized we were in a competitive deal they wouldn't otherwise have flagged, because they know the type of FUD that competitor typically throws out.
Cait Bowes
Head of Content Strategy, Boomi
What results has Boomi seen?
We've seen some really great early correlational results. Our win rate on deals with DSRs is 1.8 times greater than what it is on deals without one. Our deal size is over two times larger for deals that have a DSR. And we've seen our time to close start to decrease as our DSR adoption grows.
What does buyer and customer experience excellence mean at Boomi?
It allows us to put our buyers and our customers first. Their experience is central to all of our engagements, and that's why we use DSRs. When anyone logs in to view a proposal, a deck or anything about their current usage of Boomi, we want them to know we put time into it, that it's personalized, and that Boomi is going to show up for them and their company and deliver the results they need. That's reflected in the way we run all of our sales plays and all of our customer success.
It has to be the same for everyone who engages with us throughout the entire customer journey, whether they're just learning about Boomi or here for their 15th renewal. Every time someone clicks in, they know someone has spent real time thinking about the impact Boomi can make for their specific goals.
Congratulations to Boomi! Explore other award winners in the Seismic blog.