Account
Life Cycle
Helping employees understand how the entire customer journey works at Veeam
Stages
Teams
Experience
When new employees join an organization, they often understand their own role but struggle to see how other departments contribute to the customer experience.
At Veeam, multiple teams including Marketing, Sales, Channel Partners, System Engineers, Customer Success, and Support play a role in moving a prospect from initial awareness to long-term customer success. To help employees understand this complex ecosystem, I designed and developed an interactive eLearning experience that mapped the entire account life cycle from lead generation through customer engagement and retention.
Employees frequently worked within departmental silos. While Marketing understood lead generation and Sales understood opportunity management, many employees lacked visibility into how the broader organization worked together to support customers.
This created challenges such as:
- Limited understanding of cross-functional dependencies
- Difficulty seeing where individual roles fit into the customer journey
- Reduced collaboration between departments
- Longer onboarding times for new employees
I was responsible for the full scope of the learning experience, from initial content analysis through final delivery and testing.
The source material contained multiple departments, workflows, and role responsibilities. Rather than presenting information as a static organizational chart, I wanted learners to understand the account life cycle as a connected journey.
I designed a guided learning experience that followed the same path a customer would take through the organization. The course was divided into three logical stages.
Learners explored how prospects enter the funnel through a variety of marketing activities. Interactive activities helped learners identify potential customers versus non-potential customers.
- Webinars
- Whitepaper downloads
- Free trials
- Marketing campaigns
Learners followed the process of converting prospects into accounts, understanding how potential customers move into active sales engagement.
- Salesforce account creation
- Team assignment
- Opportunity creation
- White-space account management
Rather than presenting departments independently, the experience showed how teams work together throughout the account lifecycle. This systems-based approach helped learners see the bigger picture behind customer interactions.
The final product was an interactive onboarding course that provided employees with a clear understanding of how customer accounts move through the organization. Learners were able to:
Protecting Client Confidentiality
Throughout my career, I’ve partnered with organizations across healthcare, financial services, technology, and telecommunications to design learning experiences, digital products, and communication campaigns.
Because much of this work contains proprietary information, internal processes, or confidential business content, the portfolio examples presented here have been selectively edited. Rather than displaying complete courses or full project deliverables, I’ve included representative sections that demonstrate my design thinking, creative approach, and technical execution while honoring the confidentiality and trust of the organizations I’ve worked with.
Protecting client information is just as important as showcasing my work.
This project reinforced the importance of systems thinking in instructional design. The challenge was not teaching individual job tasks -- it was helping learners understand how an entire organization works together to support customers. By focusing on process visualization, progressive disclosure, and meaningful interactions, the course helped employees see beyond their immediate responsibilities and understand their role within the larger customer ecosystem.
- Faster onboarding for new employees
- Improved cross-functional awareness
- Greater understanding of customer touchpoints
- Reduced confusion around departmental responsibilities
- Stronger alignment across teams supporting customer success