AppsemblyLine - The Salesforce ISV Podcast

➡️ Summary ➡️ A special crossover episode from the Revenue Engineer Podcast, hosted by Warren Walters — founder and chief programmer path planning officer (C3PO) of Cloud Code Academy, senior GTM systems engineer at Vercel, and a past AppsemblyLine guest. Warren flips the mic on Scott for a hands-on session about the workflow he uses at Tython building Permissions Assistant: pairing AI agents with...

➡️ Summary ➡️ Another MVP (minimum viable, most valuable) episode, breaking down the Dreamforce 2026 announcements that matter most to Salesforce ISVs across three fronts: building, distribution, and cost. On the building side, AIforce, Claudeforce, and the new Salesforce plugin for Claude signal that the org is becoming a back end to any front end — meaning ISVs need to design for customers reach...

➡️ Summary ➡️ Tim Schuitemaker, managing director of GoMeddo, joins to share how a product that began as Booker25 inside an SI fifteen years ago grew into the Salesforce-native scheduling and booking platform powering brands like Club Med, Basic Fit, and Jaguar Land Rover — with customers on every continent except Antarctica. Tim explains why splitting the ISV away from the SI business was the unl...

➡️ Summary ➡️ Brittany Hart, founder and CEO of Communiscape, joins to share how a Salesforce journey that began at a front desk in 2010 led to scaling Fortimize as its second employee, founding and exiting the SI Platinum Cubed, and ultimately building a company dedicated to fixing the communication breakdowns that derail technology implementations. After watching project after project get blamed...

➡️ Summary ➡️ Chris Gilzean, owner and Salesforce architect of Appable CRM and co-leader of the Sacramento Salesforce User Group, joins to share the story behind Searchable. A self-described "intentional admin," Chris started as a reluctant call-center end user in 2011 before falling in love with the platform and building a consulting career in financial services. After building custom search comp...

➡️ Summary ➡️ Heather Black, founder and CEO of Supermums, joins to tackle the ISV talent crunch head-on. After starting as an accidental admin in 2010 and growing a 20-person Salesforce consultancy, Heather founded Supermums — now 10 years old, with over 1,800 professionals trained and talent placed in 200+ organizations globally, earning her a Salesforce Golden Hoodie and a spot in Computer Week...

➡️ Summary ➡️ Griff Parry, co-founder and CEO of m3ter, and Marek Rubasinski, Head of EMEA and VP of Partnerships, join just days after closing their acquisition by Salesforce to tell the story of how they got there. m3ter is the data infrastructure that lets big enterprises move from subscription to usage-based pricing — metering usage, rating it against complex pricing logic, and automating data...

➡️ Summary ➡️ Tyler Carlson, SVP and Head of Product for AgentExchange and Partner Experience at Salesforce, joins to unpack what the reinvigoration of the Salesforce marketplace really means for ISVs. A former employee at a Salesforce ISV himself, Tyler breaks down the $50 million Builders Fund, the shift to Headless 360 and what a UI-optional, agentic future means for how partners architect thei...

➡️ Summary ➡️ Rimon Hanna of Serpent from Tekunda, a Salesforce ISV and PDO, shares how years of feeling the daily pain of Salesforce delivery — untracked changes, change sets, and clunky CI/CD — led him to build a DevOps platform that makes Git effortless for technical and non-technical teams alike. Starting with the ISV and package-development workflow, Rimon explains how Serpent grew to serve s...

➡️ Summary ➡️ Reflections on one year of AppsemblyLine distilled into seven recurring themes from conversations with Salesforce ISV founders and leaders: validate before you build, price for value, create content consistently, stay focused, get creative with partnerships, invest in community, and stay ahead of platform changes. ➡️ Takeaways ➡️ Validate your idea rigorously through interviews and s...

➡️ Summary ➡️ Andre van Kampen, Salesforce MVP and founder of ISV Forum, shares how years of watching AppExchange partners reinvent the wheel led him to build a community where ISVs learn from each other. From his start as an accidental Salesforce consultant in 2013 to organizing intimate roundtable meetups across London and Amsterdam, Andre discusses the real challenges facing AppExchange partner...

➡️ Summary ➡️ Chuck Liddell, founder of Valence, shares the journey of building a fully native Salesforce integration engine entirely in Apex. From writing Apex triggers for beer money in college to joining the first Salesforce Incubator cohort in 2017, Chuck discusses the hard lessons of transitioning from consulting to ISV, the technical gymnastics required to handle governor limits at massive s...

➡️ Summary ➡️ Scott Covert breaks down the top announcements from TDX 2026 that matter most to ISVs and builders on the Salesforce platform. From AgentForce Vibes 2.0 and multi-framework support to the rebranded AgentExchange and Headless 360, learn how these changes impact what you build, how customers use your solution, and how prospects discover you. ➡️ Takeaways ➡️ AgentForce Vibes 2.0 now let...

➡️ Summary ➡️ Pavel Konan shares how he turned consulting client requests into DealScope, an AI-powered Salesforce app that summarizes leads, opportunities, and accounts. Learn how he validated his product through paid customer development interviews, navigated competition from Salesforce's native AI features, and built a generous freemium model to drive adoption among small and medium businesses....

➡️ Summary ➡️ Larry Hill shares his journey from sales and tech to developing the innovative Express Console for Salesforce. Discover how he leveraged networking and strategic partnerships to create a faster, more efficient UI for sales teams, and learn practical tips for startups and ISVs in the Salesforce ecosystem. ➡️ Guest ➡️ Larry Hill https://www.linkedin.com/in/larryhill/ Leaping Fox https:...

➡️ Summary ➡️ Kristian Jørgensen shares the journey of building Go Elephant, an adoption intelligence tool for Salesforce, from initial customer interviews to product launch and growth strategies. Learn how validation, lean development, and customer insights drive successful SaaS product development. ➡️ Guest ➡️ Kristian Jørgensen https://www.linkedin.com/in/kristianjorgensen/ GoElephant https://w...

➡️ Summary ➡️ In this episode, Paul Battisson, CEO of Groundwork Apps, shares insights on building simple, scalable messaging solutions within the Salesforce ecosystem. He discusses the origins of Messaging Made Easy, security considerations for third-party integrations, and strategies for startups entering the Salesforce space. ➡️ Guest ➡️ Paul Battisson https://www.linkedin.com/in/paulbattisson/...

➡️ Summary ➡️ In this conversation, Scott Covert interviews Andy Heath, the founder of Kick Technology, discussing the evolution of the company from WeThrive to its current focus on Sizzle Kick, an AI-driven sales coaching platform. They explore the challenges faced in sales management, the importance of leveraging Salesforce, and the strategies for building an effective AppExchange presence. Andy...

➡️ Summary ➡️ In this conversation, Scott Covert interviews Ross Layton from Beaufort 12, exploring the unique partnership model that Beaufort 12 employs within the Salesforce ecosystem. Ross discusses the anti-PDO approach, which allows for better management and support of applications, contrasting it with traditional consultancy models. The conversation delves into the importance of building str...

➡️ Summary ➡️ In this conversation, Siddharth Sehgal, founder of 360 Degree Cloud, shares his journey of building a successful business focused on providing communication solutions through the AppExchange. He discusses the evolution of their flagship product, the 360 SMS App, and how they navigated the challenges of balancing consulting services with product development. Siddharth emphasizes the i...

➡️ Summary ➡️ In this conversation, Kathryn Castle, founder of Candybox, shares her journey of establishing a consulting firm focused on RevOps for early-stage tech companies. She discusses the launch of their free application, Custom Quote Sync, on the AppExchange, and the marketing strategies employed to promote it. Kathryn also delves into her experiences with team building, leveraging LinkedIn...

➡️ Summary ➡️ In this episode, Kuldip Hillyer shares his journey from being laid off to founding Kugamon, a native Salesforce application that revolutionizes the quote-to-cash process. He discusses the challenges faced during the transition to Salesforce Lightning, the competitive landscape with Salesforce CPQ (fka Steelbrick), and how Kugamon adapted to meet customer needs. Kuldip emphasizes the...

➡️ Summary ➡️ In this conversation, Vuk Stajić shares his journey from being an accidental Salesforce admin to founding MVRK, a consulting firm focused on improving project delivery in the Salesforce ecosystem. He discusses the development of the First Line Support app, which is offered for free to help the community. Vuk emphasizes the importance of the security review process for apps on the App...

➡️ Summary ➡️ In this episode, Scott Covert interviews Adam Zuckerman from Omnitoria, discussing the development of their product, Declarative Webhooks, a no-code integration platform for Salesforce. Adam shares insights on transitioning from consulting to product development, the challenges faced in scaling a consulting business, and the importance of finding product-market fit. He also discusses...

➡️ Summary ➡️ In this conversation, Heather Mason shares her extensive experience in the Salesforce ecosystem and discusses the mission of ISV Accelerators in supporting high-potential ISV partners. She emphasizes the importance of co-selling strategies, the impact of AI and consumption models, and the need for effective storytelling in sales. Heather also provides insights from Dreamforce 2025, h...