B2B or B2C? For many higher education institutions, this is often not an either/or proposition. Professional schools, in particular, must manage relationships with students and corporate partners on a daily basis. Alumni relations only add complexity. Tracking a graduate's career trajectory adds depth to both student and corporate relations, but can be difficult to manage in strict B2B or B2C data models. Join us as we profile Smith School of Business, (Queen's University, Canada) used Salesforce to manage both student and corporate relationships. Learn how they expanded their implementation from a traditional student recruitment context, into executive education sales, and ultimately into a larger customer relations ecosystem, turbocharging individual and corporate partnerships.