Consulting Built on Stewardship CRM, Data and AI Done Right, the First Time
About Us | Meet Our Founder, Jocelyn Cruz | CRM & Data Angels.AI Consulting
About Us
Meet Our Founder, Jocelyn Cruz
9
Countries where we have led M&A consolidation and org unification work
30+
Legacy systems consolidated across complex multi-org Salesforce environments
100%
Commitment to getting it right the first time — for every client, every engagement
Client Voice
Jocelyn, Tim and I were just saying earlier this week how much we enjoyed working with you and miss having you at the helm.
Executive Stakeholder, Harvard Business School

This is what senior-led, high-touch delivery produces — stakeholders who notice when it is gone.

Jocelyn Cruz

Founder & Lead Functional Solutions Architect — CRM & Data Angels.AI Consulting
LinkedIn Profile →

At CRM & Data Angels.AI Consulting,
Jocelyn truly lives up to the brand.
She serves as a guardian angel for her clients’ business applications built on the Salesforce platform™ —
always keeping their best interests in mind and delivering long-term value
through scalable, well-architected solutions.

Jocelyn leads with purpose, transparency, and an unwavering commitment to delivering business-aligned Salesforce solutions that scale. With every engagement, she ensures that no requirement falls through the cracks, no stakeholder is left guessing, and every decision is tied to long-term impact.

She is the founder and Lead Functional Solutions Architect of CRM & Data Angels.AI Consulting, LLC, where she blends strategic vision with hands-on Salesforce expertise to help organizations unlock transformational value across CRM, data, and AI initiatives.

With over 25 years of leadership in client-facing roles — specializing in business systems, process transformation, and enterprise technology — and more than a decade focused on Salesforce solution architecture, Jocelyn brings exceptional depth in discovery, system integration, systems and data analysis, KPI instrumentation, governance, and cross-functional delivery.

Jocelyn is known for leading high-impact Discovery Workshops, developing Centers of Excellence (CoEs), and designing Salesforce strategies that streamline complex business processes while enhancing data quality, regulatory compliance, and customer satisfaction.

She brings transparency to every stakeholder — ensuring RAID is tracked from beginning to end, requirements are documented and validated, and nothing disappears into a black hole. Every insight gathered is added to the backlog, prioritized for grooming, and mapped to the roadmap with intention.

She has successfully led large-scale Salesforce implementations across industries including Life Sciences/Medical Devices/Biopharma, Higher Education, Public Sector, and Nonprofit. Her multi-cloud experience spans Service Cloud, Experience Cloud, Sales Cloud, and Manufacturing Cloud — with an emerging focus on Agentforce and Data Cloud to help clients build toward scalable, AI-ready CRM ecosystems.

From CRM consolidations to post-merger integrations, Jocelyn has helped organizations unify fragmented operations, retire redundant tools, and realign Salesforce around how the business actually functions. In one program, her framework supported 5,200 agents across 9 countries, retiring 30+ legacy systems and transforming Salesforce into a streamlined, scalable solution.

She has worked inside organizations like Rational Software (now IBM ELM), Cisco Systems, Cisco Foundation, Intuit, Stryker, and Humane Society Silicon Valley — gaining firsthand understanding of how business operations actually run, where requirements get lost, and what it takes to earn and keep stakeholder trust across every layer of an organization. And she has led delivery as a Salesforce Lead Consultant at firms like LTIMindtree, Wipro (formerly Appirio), and Infosys — with clients including Harvard Business School, Becton Dickinson, Forcepoint, and others.

That dual vantage point — client side and partner side, embedded and advisory, strategic, technical, and execution-level — shapes everything about how we work and why we serve who we serve.

Jocelyn has served in roles such as Salesforce Practice Delivery Leader, Principal Consultant, Sr. Solution Architect, Functional Lead, Business and Systems Analyst, Program Manager, Project Manager, and Information Developer — equipping her with a 360° understanding of what it takes to lead CRM programs from strategy through execution.

Her delivery style is agile, inclusive, and grounded in best practices. She excels at guiding cross-functional teams using Scrum and Kanban, ensuring smooth execution from roadmap planning through go-live. Whether she’s planning backlog sprints, mapping data dependencies, or leading enterprise-wide transformation, Jocelyn brings intentionality and depth to every task.

Senior
Every engagement led at the principal or solutions architect level
4.2+
Years average engagement tenure — a measure of depth, not rotation
Cisco Stryker Intuit
12+
Years leading Salesforce delivery at major consulting practices
Wipro/Appirio LTIMindtree Infosys
25+
Years across CRM, data, and business transformation leadership
Rational/IBM Cisco Humane Society
“When we strive to become better than we are, everything around us becomes better too.”
— Paulo Coelho, The Alchemist
She carries the conviction of this quote into every engagement — a genuine commitment to always improving the work and doing the right thing, so the organizations and teams we serve, inspire, and coach become better too.

Four Audiences. One Standard.

Two audiences. One standard: Salesforce done right, with the leadership and governance it actually requires.

We serve businesses investing in Salesforce, consulting partners delivering it, the Salesforce field, and Salesforce Professional Services — each through the specific lens of what their work demands.

For Businesses

Organizations Using Salesforce

We are the trusted steward — committed to understanding your business processes end to end, and holding every delivery decision to the standard of excellence it deserves.

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For Consulting Partners

Salesforce Consulting Partners

We are the senior resource who steps in at the functional and governance layer — where margins are most at risk and client trust is most on the line.

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For the Salesforce Field

AEs, SEs & Customer Success

Late-stage deal risk, in-flight delivery gaps, and at-risk renewals. We step in with the senior functional leadership that protects your customer, your partner relationship, and your number.

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For Salesforce PS

Professional Services Teams

Senior functional leadership and delivery governance for Salesforce PS engagements where delivery credibility and client confidence are the standard.

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Ready to Get Salesforce Right? We Bring the Standard It Requires.

Whether you’re a business investing in Salesforce, a consulting partner delivering it, or part of the Salesforce team supporting it — we bring the leadership, governance, and functional depth that determines whether the work succeeds.