She's So Suite: The World Traveler turned Founder & SVP at Certinia ft. Deb Ashton
- Kristi Faltorusso
- Sep 8
- 3 min read
LISTEN TO THE LATEST SHE'S SO SUITE PODCAST
IN THIS EPISODE KRISTI AND DEB DISCUSS:
1. Career Paths Are Rarely Straightforward
Deb’s journey from aspiring microbiologist to tech company founder highlights that it’s okay—and even beneficial—for your career path to have unexpected pivots.
2. It’s Powerful to Know What You Don’t Want
Early on, Deb realized lab work wasn’t her calling. Taking risks to move away from unfulfilling paths opens up the space for new opportunities.
3. Be Willing to Start Over and Take Risks
Declining a “safe” job after her first contract, even without another offer lined up, set the stage for Deb’s entrance into the tech space.
4. Find Your Fit by Exploring
Deb found her home in tech after seeking something dynamic. Exploring various roles helps clarify where your energy and skills are best spent.
5. You Might Not Always Get to Choose Your Next Move—But Embrace the Opportunity
When asked to leave her product leadership role to fix customer experience issues, Deb was initially emotional and resistant. But jumping into the unknown led to her discovering a newfound passion.
6. Building Something from Scratch Is Invaluable
Creating FinancialForce (now Certinia) from the ground up—both the company and new teams—showed Deb that building is both daunting and incredibly rewarding.
7. Culture Starts at the Top
Deliberately creating the company culture she wanted to see made Certinia a place people love to work at—proving leadership vision shapes organizational success.
8. Celebrate Diversity and Your Own Uniqueness
Both Deb and Kristi discussed embracing who you are as a leader, especially as a woman in male-dominated rooms—and how this diversity drives innovation.
9. Resilience Is Key During Big Changes
Absorbing difficult news or changes you didn’t choose is tough; Deb’s story is a testament to the value of staying resilient, processing the emotion, then making a conscious choice to move forward.
10. You Don’t Have to Do It Alone—Find Mentors
Deb attributes much of her confidence and growth to supportive mentors and encourages women to seek out people who can advise, support, and help develop their careers.
Sponsored by: ClientSuccess and WednesdayWomen
Produced by: Manali Bhat
Listen to the She's So Suite Podcast:
Podcast Episode Overview:
In this inspiring episode, host Kristi Faltorusso sits down with Deb Ashton, Founder and SVP of Customer Experience & Operations at Certinia (formerly FinancialForce). Deb shares her remarkable journey, from her early days aspiring to travel the world and starting her career in science, all the way to co-founding a successful tech company.
Listeners learn about the pivotal moments that shaped Deb’s career—including her decision to move away from a lab-based job, her transition into technology, and her evolution from product management to leading the customer experience at Certinia. Deb opens up about the emotional challenges of being redirected in her role, what it’s like to give up “her baby” (the product organization she built), and how she found purpose and fulfillment in a new area that ultimately became her calling.
Kristi and Deb discuss the challenges of building a business as a woman in tech, balancing the demands of motherhood and leadership, and the importance of celebrating one’s uniqueness and success. Deb highlights key achievements like growing Certinia to over $100 million in revenue, building an award-winning culture, and impacting major brands across the globe.
The episode closes with Deb’s practical advice: know yourself, champion your uniqueness, speak up, and seek mentorship. The conversation delivers both practical insights and heartfelt inspiration for anyone navigating their own professional journey, especially women aspiring to leadership in the C-suite.
About Deb Ashton:
Deb founded Certinia through a strategic collaboration between Salesforce and Unit4. Deb’s vision and leadership were pivotal in scaling Certinia from a founding team of 27 to a powerhouse of ~ 850 employees, serving ~1400 customers globally to deliver customer value with certainty. As the leading voice for Certinia’s customer experience, Deb prioritizes the delivery of moments that matter. She harnesses holistic listening programs and data analysis to understand the intricacies of the customer’s journey. Debs dedication to innovation ensures that Certinia’s products and services continually evolve to elevate customer experiences.
Timestamps:
00:00 Leading Customer Experience at Certinia
06:06 Laboratory Work: A Career Dilemma
09:10 Path to Customer Experience Leadership
13:21 Investment Spurs Mid-Market Competitiveness
14:48 Financial Force's Growth and Investment
18:31 "Building a Customer Experience Team"
21:27 Navigating Unexpected Career Paths
25:57 Emotional Challenges of Letting Go
29:24 Representation Gaps in Leadership
31:32 Celebrating Success Milestones
37:04 Balancing Work, Family, and Self
38:40 "Discovering Peace Through Presence"
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