Boomi: Creating a connected experience from first conversation to contract signed
As buying committees grow larger and more complex, it's harder to keep stakeholders informed and aligned throughout a deal. Boomi needed a way to give buyers relevant information across the sales process while helping sellers understand how key decision makers were engaging.
The Boomi go-to-market team made custom digital sales rooms (DSRs) a core part of how their sellers work with buyers. With curated templates that support different stages of the deal, account teams can collaborate on each DSR and use AI-assisted tools to find and personalize content more efficiently.
As a result, Boomi deals supported by DSRs are associated with stronger win rates and larger deal sizes, with the company connecting buyer engagement data back to revenue.
Customer success teams at Boomi continue using the same DSRs after the sale, creating a unified customer experience as they move from buying to implementation and beyond, making sure the strong relationship continues long after the deal closes.
GoFundMe: Making the buying journey easier to navigate
For nonprofit organizations with limited time and resources, a complicated buying process creates another challenge for go-to-market teams who are already stretched thin. GoFundMe wanted to make that journey easier while giving its sellers better insight into when customers needed support.
The GoFundMe team mapped personalized DSRs directly to its sales process, creating dedicated experiences for evaluation and onboarding. Rather than sending leads multiple emails and links, sellers can bring the information they need in one place and see how different buying stakeholders engage with it.
These signals help GoFundMe's sellers make better decisions about what happens next with active opportunities. They can see when multiple stakeholders are engaging, tailor relevant follow-ups, and stay focused on the buyer.
GoFundMe has carried this approach into the post-sales customer experience as well. New customers are onboarded through the same type of personalized DSR, and many return to it later to find what they need. It's an approach the team describes as "moving from selling to serving."
Marsh Agency: Turning buyer engagement into actionable business insights
Marsh Agency has spent several years evolving how its sales teams engage prospects and clients. What started as a way to give sellers consistent access to content has grown into a broader personalized client engagement strategy.
Sales teams at Marsh Agency can now use DSRs, personalized outreach, interactive content, and content automation to tailor how they engage clients. Behind the scenes, repeatable workflows and governance help Marsh sellers deliver that experience consistently across a large, distributed organization.
The Marsh Agency team can also use buyer engagement data to guide next steps and take action. By looking at their go-to-market data from end to end, Marsh can better understand what's working and where sales teams can adjust their approach.
Looking ahead, Marsh Agency is now focused on making client engagement even more consistent through greater automation, stronger analytics, and more connected workflows.
OUTFRONT Media: Making personalization the key ingredient for better buyer conversations
Following a significant sales technology transformation, OUTFRONT Media focused on making personalized, data-informed engagement a more central part of how its sellers work with buyers.
That shift involved more than account executives. Sales Support team members now work alongside sellers to create and manage personalized DSRs, giving more of the GTM organization an active role in shaping the buying experience.
Now, instead of relying on email attachments and guessing what resonated, OUTFRONT's go-to-market teams can use buyer engagement signals to understand interest and make follow-up more relevant and timely.
They also created more interactive digital experiences to help buyers navigate complex information, with the result a classy buying experience that is efficient and easy to comprehend.
OUTFRONT's sales transformation journey, anchored on personalization and a more cohesive GTM motion, has led to more informed customer conversations at scale.
Visa: Preparing sellers for more relevant client conversations
Supporting thousands of sellers across markets, roles, and clients creates a difficult balance: Visa needs to maintain consistency and control while preparing teams for conversations that are anything but one-size-fits-all.
Visa needs its sellers to stay current on accreditation while meeting the security, privacy, and compliance standards its business requires. Before, that effort was fragmented and manually maintained. Now, Visa has unified content, training, and coaching, bringing them closer to sellers' everyday workflows and aligning accreditation with its quarterly product launches.
Within that program, Visa's sellers can practice pitches against scenarios tailored to their region, role, and client. They can also receive immediate AI-powered feedback, refine their approach, and then submit their final pitch for their manager's review.
By keeping sellers trained, coached and prepared for their next deal, Visa is creating greater consistency on a global scale.
Who will take home the Buyer & Customer Experience Excellence Award?
These five finalists show that a better customer experience can start in different places.
- Boomi is creating continuity across the buying and customer journey.
- GoFundMe has made it easier for nonprofit partners to navigate both evaluation and onboarding.
- Marsh Agency is using engagement data to continually improve how sales teams work with clients.
- OUTFRONT Media is turning buyer signals into more informed conversations.
- Visa is helping thousands of sellers prepare for more relevant client interactions.
All five companies are focused on making interactions more useful for buyers and the sellers who support them.
We'll announce the 2026 Buyer & Customer Experience Excellence Award winner live at Shift 2026.
You can also catch up on all six categories by following the Shift 2026 Awards tag on the Seismic Blog.
Join us at Shift 2026 to celebrate this year's finalists, discover who takes home the awards, and hear from the teams raising the bar for go-to-market performance.
