Keeping track of the customer journey experiences is hard. And yet customer experience is the key driver for sustainable competitive advantage and is a key priority for CEO’s, CMO’s, and other senior leaders in the organization.

With so many different interactions and tools that make up a customer journey it’s hard to make sense of it all. Really, you just want a solution that can plainly show each point of interaction in an easy to use visualization and connect data about each point directly in that visualization so that everyone from the CEO to the field worker can drill-down on each and speak the same language, while seeing the forest for the trees and seeing how they fit within the strategy. was built to answer this challenge - providing a simple and agile framework for gathering up all the elements that make up your customer journeys, map them into different visualizations that cut through the clutter and make things plain to see, and then connect up those map points to real insight through integrations to real life systems, allowing our customers to continually iterate and improve.

Ultimately software provides our customers an entirely new interface for managing their business - finally and truly breaking down the siloes to instant understanding, insight and collaborative improvement.

Greg Marlin, Founder and CEO

Greg Marlin is the Founder and CEO of He sets the strategic direction for the company and uses to both communicate the vision and direction to the team and monitor progress through his own feedback loops. He has over 15 years in founding and leading successful startups. His main passion outside of work is weight training and endurance sports. He is currently in training for a 10-mile swim and has previously completed an Ironman.

Tim Trinh, Co-Founder and VP of Engineering

Tim Trinh is the Co-Founder and VP of Engineering at Tim is responsible for product development and leading our ever-growing team of developers building on our cutting-edge technology stack. He is a seasoned technology entrepreneur with over 25-years in software development, R&D and business development experience, and currently holds 17 patents. His main hobbies are playing tennis, volunteering in the community, mentoring startups, and he is a big Ottawa Senators fan.

Shane Balcom, Co-Founder and VP of Revenue

Shane Balcom is the Co-Founder and VP of Revenue at He is responsible for recruiting and leading the revenue-related teams and for helping to continually define the business model and operational processes. When not busy with leading’s high-octane teams, he is passionate about looking after his young daughter, is an avid golfer and probably holds the record as the oldest guildmaster on World of Warcraft.

Michael Kovalio, VP of Marketing

He is responsible for recruiting and managing the teams that build the company’s brand, content, and community in the market and also represents the company as its most senior executive in Asia. Born in Japan and raised in Israel Michael has gone on to earn degrees in Canada, Mexico and an MBA in Taiwan before starting a consulting agency helping Asian firms develop successful global brands and promoting them internationally. When not building standard operating procedures into the DNA of the marketing team and throughout the company, he keeps busy with weight training and looking after his two young sons.

Michael Crane, Director of Process Innovation and Operational Improvements

Michael Crane is the Director of Process Innovation and Operational Improvements at He is responsible for creating feedback loops and execution iterations at every step of the company's own customer journeys and he applies those learnings to setting up templates and best practices in the software. As a trained CNC mechanical engineer he has worked in building out the part and processes on everything from planetary systems to pipelines. When not busy tinkering to get the best results on every process, he likes to keep busy using his pilot's license and he was ranked #5 in all of Ottawa in ten pin bowling.

Robi Anderson, Director of Sales

Robi Anderson is the Director of Sales at He is responsible for creating great experiences for prospects and leads in their journey to becoming happy and successful customers. Prior to joining Robi has over 10 years experience in business development roles, including owning his own business for 8 years. When not hard at working helping prospects get started as customers, Robi is busy training for his next kickboxing fight. His current record is 9-5 in full-contact kickboxing. Wish him luck in his next fight!

Cody Elliott, Director of Customer Success

Cody Elliott is the Director of Customer Success at He is responsible for marshalling team resources to ensure customers are getting done the jobs they need done to be successful and have great experiences post-sale. A trained mathematician, he leverages his several years experience in data analysis to create customer journey feedback loops that ensure the team is creating those customer experiences. When not busy with customer success, Cody is an avid power weightlifter.