Mural Leverages Slack and Salesforce for Faster Customer Signal Execution

Mural, a visual AI platform for teams to turn ideas into execution, has found success in using Slack and Salesforce together. The combination of an open visual canvas, AI built for structured workflows, and LUMA's AI transformation practice gives enterprise teams a practical way to work visually and stay aligned.

Revenue team growth at Mural led to account intelligence becoming harder to act on. Before joining as CRO two years ago, Bill Dwoinen saw the potential in connecting Slack with Salesforce data. The revenue organization grew, but without a seamless way to connect teams across customer accounts, execution slowed down.

Mural needed a way to bring Salesforce account intelligence closer to the teams doing the work, so they could act on it with more speed and discipline. Using Slack channels for each customer account, Mural's revenue team can now see deal updates, Gong call summaries, customer signals, utilization data, and support escalations all in one place.

The result is a connected operating model across the full customer journey. With Gong call summaries flowing automatically into customer channels after every logged meeting, teams no longer have to wait for recaps or manually copy notes. 'That changed the day-to-day work around each account,' said Dwoinen. 'Handoffs, renewal risk, and expansion signals all depend on the right context reaching the right people in time.'

Mural is now building a unified GTM agent around each book of business. It brings Salesforce, Gainsight, Gong, Slack, LinkedIn, and public account research into the corresponding account channel. The team aims to make account intelligence work harder for every rep, giving them a shared starting point to build on together in Slack.