Headspace champions wellbeing and accelerates its growth.

Since 2010, Headspace has been pursuing its mission to improve the health and happiness of the world. Originally a mindfulness events company, it has since expanded its reach through a mobile app, digital content, and wellbeing services, including a B2B offering called Headspace for Work. Through its expansion, Headspace has used Salesforce to help its Headspace for Work team navigate change and address increases in demand.

90% of Headspace for Work’s qualified leads come from inbound inquiries

Lead volume increased 300x in less than a three-week window in 2020

  • Andy Puddicombe and Richard Pierson started Headspace in 2010, launched the app in 2012, and spun off its B2B business called Headspace for Work in 2017
  • Headspace adopted Sales Cloud in 2018 to help operate its Headspace for Work business
  • Headspace reaches more than 70 million members in over 190 countries
  • Headspace for Work offers its mindfulness products and services to more than 2,200 companies, such as Starbucks, Adobe, Hyatt, and Unilever, to help them build healthier, more productive cultures and higher performing organizations.
How did Headspace thrive despite uncertain times? Here are some learnings your small business can take from Headspace’s success.
Table of Contents:

1. Build a single source of truth around each customer.

Soon after expanding its services into the B2B space, in 2018, Headspace adopted Sales Cloud to help operate and grow the business. While growth continued, Headspace hired Alexandria Smith, Global Sales Development Manager. Although this was a new role in a quickly growing company, Alexandria didn’t have to start from scratch to understand customer needs.

Smith and her team were able to:

  • Inform strategic planning with historical customer data in Sales Cloud
  • Turn customer touchpoints — like emails — into actionable steps — using Salesforce Inbox and Einstein Activity Capture
  • Target prospects and markets across the globe, using data to back their decisions
  • Nurture B2B relationships, keeping prospects engaged at each point in the customer lifecycle
  • Measure the success of their campaigns with the standard reporting functionality

Master a single source of truth with these four tools.

2. Shift priorities as the market demands change.

During the COVID-19 pandemic, anxiety levels rose everywhere. Individuals and organizations began to look for solutions they could use while working from home.

“Our inbound funnel expanded,” Smith said. “Awareness of the importance of protecting and supporting employees’ mental health increased across the U.S. and abroad, and so did the demand for enterprise solutions such as Headspace.”

As organizations turned to Headspace in droves, Smith’s team hit the brakes on outbound marketing and pivoted to handle the flood of incoming inquiries.

“With the increased interest in Headspace’s enterprise solution, the team made some strategic changes across our go-to-market teams to address the increase in demand and support organizations as quickly as possible during these very challenging times,” Smith said.


3. Automate so sales teams can focus on what’s important.

At the onset of COVID-19, Headspace configured Sales Cloud lead scoring to filter the highest priority leads as they came in. The system routed those leads to the right sales reps for immediate follow-up. Salesforce reports allowed unconverted leads to become discoverable. Outbound sales reps were reassigned to those leads for follow-up.

The team also tapped Salesforce Inbox and Einstein Activity Capture to document emails, calls, and other touchpoints with customers to turn them into actionable next steps. Headspace targeted prospects and markets globally, using data from Salesforce to back its decisions. Salesforce helps Smith’s group nurture B2B relationships by making sure no conversations fall through the cracks at any point in the customer lifecycle.


I want to empower everyone to look at Salesforce as their right-hand partner in success.”

Alexandria Smith | Global Sales Development Manager, Headspace

4. Use data to plan for the future.

The results speak for themselves. Ninety percent of Headspace for Work’s qualified organic leads now come from inbound inquiries. The team also saw a substantial increase in year-over-year revenue.

“Our lead volume increased 300 times in less than a three-week window, and our Salesforce instance scaled beautifully,” Senior Director of Strategy and Operations, Lindsey Crittendon said. “We were able to absorb the volume without adding headcount and maintain a strong win rate with the resources that we already had in place.”


Salesforce has been instrumental in our growth in 2020 and 2021.”

Lindsay Crittendon | Senior Director, Strategy & Operations and GTM, Headspace

And after the rush earlier this year, Smith said the team has slowed down a bit to dig into all the data generated by the new business.

Along those lines, the Headspace for Work team is exploring how they can extend its enterprise solution and the benefits of mindfulness to as many people around the world as possible. Smith saw firsthand the impact Salesforce had on the business. “I want to empower everyone to look at Salesforce as their right-hand partner in success,” she said.

With a data-driven team working to enable its users at home and in the workplace, Headspace is staying true to its mission, even through unpredictable times and unprecedented demand.



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