Executive Intelligence podcast - Certinia founder Deb Ashton on the changing services business, learning from customers, and seizing opportunities as they come

Deb Ashton is no stranger to change in the technology industry. Two decades ago, she was a key member of the team at Coda, a client-server software vendor with a market-leading enterprise financials product, when it launched a cloud-native financials offering built on the Salesforce platform — one of eight pioneer AppExchange ISVs. That product span out into its own independent venture, known then as FinancialForce. Now renamed Certinia and still running on the Salesforce platform, it has become a leading vendor of professional services automation, financials and customer success management for services businesses. Ashton remains on board as its Founder and SVP, Strategic Customer Experience.

Today, the services industry faces similar challenges to those that the software industry experienced in the shift to SaaS during those heady days when FinancialForce first launched. In this Executive Intelligence podcast, which we recorded last month, she tells me:

I think it was a ...