How ZoomInfo Made Digital Onboarding a Growth Engine with Mary Iapicca

In this episode of CX Signals, we sit down with Mary Iapicca, VP of Customer Experience at ZoomInfo, to explore what it really looks like to build a post-sale CX operation from the ground up — and how a deliberate, segmented approach to onboarding becomes the foundation for a truly scalable customer experience.Mary oversees 7 functions at ZoomInfo: onboarding, technical implementation, customer education, community, customer success, delivery, and CX operations — across a team of over 250 people. And she didn't inherit that scope. She built it, one function at a time over four years.What stands out most isn't just the scale of what she's built, but how she thinks about growth — both for her customers and her own career. Mary believes you don't need to pitch your way into expanded scope. You just need to be the name that comes up in the room when a decision needs to be made. That philosophy shapes everything, from how she's designed her team structure to how she approaches her own professional development.We dig into what it actually takes to design and execute a segmented onboarding transformation at scale — the kind that runs 1,500 new projects a month — and how moving to a more digital model unlocked data and personalization capabilities that a fully human-led motion simply can't match. Mary makes a compelling case that digital isn't a lesser experience; it's often a better one, precisely because of the signals and insights it surfaces.A moment that stuck with us? Mary shares how ZoomInfo analyzed whether customers who received a fully digital experience versus a hybrid one actually differed in adoption or satisfaction — and found they didn't. That insight freed up her team to redeploy resources, up-level talent, and build a smarter, more personalized motion at scale.In this episode, we get into:Designing a segmented onboarding model that scales to 1,500 new projects a monthWhy digital CX unlocks personalization and data signals that human-led motions can't matchHow unifying seven post-sale functions under one leader creates a more orchestrated customer experienceThe career philosophy of building readiness before opportunity, and why that's more powerful than pitching for scopeConnecting CX to go-to-market: why adoption is the real product launchChapters:00:10 — Introduction02:17 — From High School Teacher to Tech Executive06:56 — Building One Function at a Time: How Mary Grew Her Scope at ZoomInfo13:30 — Career Progression: Why Being the Name in the Room Beats Pitching for Scope17:52 — Why ZoomInfo Unified Seven Post-Sale Functions Under One Leader27:47 — CX as a Go-To-Market Engine: Why Adoption IS the Product Launch35:11 — The Onboarding Transformation: Scaling to 1,500 Projects a Month43:06 — Why Going Digital Unlocked Data, Signals & Personalization at Scale49:10 — The Future of CX: AI, Digital Motions & What's Coming Next50:41 — Advice for CX Leaders Modernizing Their Post-Sale ExperienceFollow Mary on LinkedIn: https://www.linkedin.com/in/mwislotski/ Follow Samantha on LinkedIn: https://www.linkedin.com/in/samantha-murray613/   Follow Courtney on LinkedIn: https://www.linkedin.com/in/courtney-sembler/