Being a strategic partner sounds great on paper. But what does it really mean in practice?
It’s not just a matter of applying best practices or mastering a platform, but of building, over time, a team of people who become true industry benchmarks. Professionals who not only use Salesforce Marketing Cloud, but understand it and transform it into real business impact.
At Globant, that vision is embodied in Globers. For several years now, professionals from our Marketing Cloud practice have been recognized as Salesforce Marketing Cloud Champions, and 2025 was no exception. This recognition is no coincidence: it reflects a mature practice, with deep expertise, capable of supporting organizations in their digital transformation, integrating technology, data and creativity to generate new value experiences.
In this edition, two of our professionals were recognized: Michelle Álvarez and Yeraldine Martínez. Two different paths, one shared philosophy: to learn, share and raise the industry standard. Michelle has now taken on the role of SMC, while Yeraldine held it the previous year, reflecting continuity, legacy and leadership within the team.
Michelle Álvarez: Technology as magic
Michelle stands out for an unconventional approach that combines creativity, storytelling and technology.
As he explains:
“My passion for fantasy and magic was perfect for this professional project, in which I talk about technological issues through the eye of a coven of magical beings.”
Being a Marketing Champion means being part of a group of global leaders selected by Salesforce for their impact, knowledge and contribution to the community. In his case, the recognition also reflects the path Globant has taken as a strategic Marketing Cloud partner and the strength of a practice that continues to foster leaders year after year.
Global openness as a competitive advantage
Michelle credits much of his recognition to his multicultural and multilingual skills, built from travel, cultural exchanges and working with international teams. That global perspective allows him to understand different business realities and translate them into effective solutions in Salesforce.
Among his milestones, he represented Globant at the Salesforce World Tour in Mexico City (2023), introducing AI projects when AgentForce didn’t yet exist. It’s a clear example of how Globant has been anticipating trends and exploring new frontiers on the platform.
Self-learning: A Champion’s engine
Michelle’s path also speaks of autonomy and intellectual curiosity, core values in Globant’s culture.
Before becoming a Glober, Michelle had no formal mentor, so he developed a strong discipline of self-learning: he researched official documentation, experimented with the platform and built his own method to master Marketing Cloud. That same spirit is what drives many Globers today to innovate and bring high-impact solutions to global clients.
Team power: Growing as a community
Behind every Champion there’s a network of collaboration. At Globant, this environment is part of everyday life.
Michelle describes how, from his first day, he was surrounded by experts who broadened his vision of what was possible with Salesforce. Working with diverse teams in strategy, engineering, data and design allowed him to develop a holistic view of projects, aligned with industry best practices.
This collaborative work model aligns directly with Globant’s approach to innovate through its Studio Model, integrating different teams and capabilities to create more complete and scalable solutions.
From teacher to Marketing Champion
Before going into technology, Michelle was a language teacher. That pedagogical spirit is still alive: he actively shares knowledge, supports colleagues and created his own blog to disseminate learnings about Marketing Cloud.
That sense of community is what Salesforce values in its Champions and what Globant has nurtured in its Marketing Cloud practice for years.
Yeraldine Martinez: Technical excellence with human impact
Yeraldine embodies discipline, technical rigor and leadership in practice.
Currently, Yeraldine is Subject Matter Expert and Solutions Architect for LALIGA Group International and has been with Globant for more than 6 years, supporting complex and high impact projects in Salesforce Marketing Cloud.
Being a Champion: Recognition and responsibility
For Yeraldine, being a Marketing Champion has been both a privilege and a commitment:
- Access to a global network of experts
- Exchange of insights across countries and industries
- Raising standards within Globant’s practice
- Increased ability to guide strategic customers
Her experience reflects exactly what Globant promotes with its “Stay near. Go Far.” principle, combining global talent, close collaboration with clients and in-depth knowledge of the platform.
Three lessons that define her path
- Learning from actual practice
Being a Champion opened the doors to a community where real cases, business challenges and solutions applied in different regions are discussed. This enriches the way Globant deploys Salesforce and connects different instances to unlock new value streams for its customers.
- Communication and leadership
Yeraldine highlights how her experience as a Champion strengthened her ability to translate complex concepts into clear messages, generate alignment between teams and lead high-impact projects, essential skills to drive successful digital transformations with Salesforce.
- Continuous innovation
Early access to what’s new in Salesforce allowed her to prepare early, suggest more robust solutions, and guide strategic customers on their path to Agentforce and AI automation.
Since 2022 she’s been sharing her knowledge on her blog (marketeandoconyerita.com) and in 2023 she launched the first newsletter in Spanish about Salesforce Marketing Cloud, strengthening the Spanish-speaking ecosystem.
Two paths, one vision
Michelle and Yeraldine represent two complementary sides of Globant’s expertise:
- Michelle brings creativity, narrative and global vision.
- Yeraldine brings technical rigor, leadership and operational excellence.
Together they reflect how Globant not only implements Salesforce, but also trains industry leaders, combines global talent and builds scalable solutions that transform the way companies use Marketing Cloud.
Want to know more?
If you want to explore how Globant can help you transform your marketing strategy with Salesforce, from platform integration to AI and Agentforce solutions, let’s talk.
Contact us and discover how to take your Marketing Cloud to the next level with a globally recognized and award-winning practice.
