Mentoring the Next Generation of CRM CoE Leaders

Here’s a truth we don’t talk about enough: we’re not just short on CRM talent—we’re short on CRM leadership.

As CRM platforms like Salesforce evolve into AI-powered engines of business transformation, the need for strong, visionary leaders at the helm of Centers of Excellence (CoEs) has never been greater. But here’s the problem—most professionals don’t get taught how to lead a CoE. They’re promoted into it… and left to figure it out independently.

That’s why this blog is all about mentoring future CRM CoE leaders—what they need to know, how to grow, and how we, as current leaders, can light the path forward.

The Leadership Gap in the CRM Ecosystem

CRM CoEs are no longer just about platform governance. They’re strategic hubs for customer experience, data strategy, AI integration, and cross-functional innovation. And that means the bar for leadership is rising.

Here’s what’s shifting:

More demand for cross-functional leadership, not just technical expertise.
Growing complexity—today’s CoE leader must understand change management, data privacy, integration strategy, AI governance, and more.
Pressure to deliver fast, scalable outcomes with smaller teams and tighter budgets.
Burnout risk for mid-career professionals with no roadmap or support for stepping into leadership roles.
Simply put, we’re not producing CoE leaders fast enough to meet the ecosystem’s needs.

Why Mentoring Future CoE Leaders Matters

Becoming a CRM CoE leader isn’t something you learn from Trailhead. It’s learned through experience—and more importantly, through conversation. That’s where mentoring comes in.

Great mentoring helps emerging leaders:

• See beyond projects and think in terms of systems and outcomes.
• Navigate the shift from execution to influence.
• Build confidence in areas where they’re still developing (strategy, stakeholder management, executive communication).
• Avoid burnout by normalizing the growing pains of leadership.

It’s not just about supporting career growth—it’s about creating the kind of leaders you’d want to work with.

What Makes a Great CoE Mentor (and Mentee)

Mentoring future CoE leaders isn’t about handing them a checklist. It’s about shaping mindsets.

A great CoE mentor:

• Helps mentees think like system architects, not just solution designers.
• Shares stories, not just frameworks—because real leadership is messy.
• Challenges mentees to zoom out and see the business impact of every decision.

A great mentee:

• Is ready to lead, even if they don’t feel “ready” yet.
• Is curious about the why, not just the how.
• Owns their learning and asks for feedback—even when it’s uncomfortable.
• This is leadership development in its most human form.

A Mentoring Framework for CoE Leadership

To mentor effectively, we recommend focusing on four key dimensions of CoE leadership:

1. Strategic Education — Go beyond certifications. Focus on systems thinking, AI literacy, data governance, and enterprise architecture.
2. Leadership Experience — Give mentees exposure to real CoE responsibilities: governance, operating models, talent planning, stakeholder engagement.
3. Business Acumen — Help them connect the dots between CRM initiatives and business outcomes. Encourage them to speak the language of the CFO and CMO.
4. Career Navigation — Guide them in finding CoE roles that offer not just compensation, but strategic influence, mentorship, and cross-functional growth.
   This isn’t just mentoring for career progression—it’s mentoring for organizational impact.

How to Build (or Find) a Mentorship Relationship That Works

Ready to start mentoring future CoE leaders—or find one yourself?

Here’s how to get started:

• Start with intention. Whether it’s a 30-minute chat or a longer-term partnership, set clear expectations.
• Connect through community. LinkedIn, Slack groups, Salesforce MVP circles, and CoE-specific networks are all fertile ground.
• Mentor through storytelling. Share the tough calls, the stakeholder drama, the architecture debates. That’s where the real learning happens.
  Invest in growth.
• Give mentees stretch challenges. Invite them to shadow leadership meetings.
• Introduce them to your network.

And remember—your story could be someone else’s roadmap.

Final Thought: Mentoring CoE Leaders Is a Legacy Move

CRM CoEs are the future of customer experience. But without strong leadership, they risk becoming bottlenecks instead of innovation hubs.

So if you’re a CoE leader today—look around. Who’s ready to take your seat one day? Who’s eager, but unsure? Who just needs someone to believe in them?

Mentor that person.

Because when we invest in the next generation of CoE leaders, we’re not just shaping careers—we’re shaping the future of how organizations serve their customers.

The Power of Mentoring was a 2021 webinar presented by Velu Palani and Blanca Leon-Carter, Slalom VP of Community Engagement, member of RAD Women, Salesforce MVP,  and Salesforce Consultant. They posited that mentoring is a necessity for seasoned Salesforce professionals.