Delivering Extra

In this episode of How to Ride a Roller Coaster, host David Ezell sits down with Perry Sheraw — a pioneer in marketing automation and customer experience strategy. Long before tools like HubSpot and Klaviyo became industry staples, Perry was building CRM systems from scratch, connecting call centers to digital marketing, and architecting the early blueprints of what we now call customer journey design.Together, David and Perry explore how founders and teams can bridge the gap between marketing and sales, transform chaos into consistency, and design systems that build trust over time — not just conversions. They dig into:Why marketing and sales silos still exist (and how to break them)How to map your customer journey using a whiteboard, not a dashboardBuilding automations that feel human — from welcome emails to onboarding flowsThe psychology behind customer trust and why email still outperforms socialNew frontiers in automation, including WhatsApp integration and conversational AIHow to “turn the lights on” i