August 9-12, 2022

Westmont's Global Leadership Center

Build. Connect. Share. Learn.



Innovation in technology begins by building relationships. Join us for the return of IMPACT, our in-person annual conference, co-hosted with Salesforce.

This year will be better than ever.  


Lupita Knittel

Lupita Knittel currently serves as president of 7Mindsets, an ed tech company committed to enhancing student success by providing students a research-based, intellectually comprehensive, positive-thinking framework. She has served as a Senior Vice President of Promethean, a leading ed tech company, and before that a Director of Strategic Solutions for Apple, focused on the education market. Ms. Knittel's enthusiasm and care for students, developed from years in the classroom as a teacher, fuels her passion and dynamic energy. We look forward to hearing her reflections on how we can use the 7Mindsets framework to enhance relationships in the higher ed context.

Peter Coffee

Peter Coffee is the VP for Strategic Research at Salesforce, and has been with the company nearly 16 years. He is an author, an expert in the field of emerging technology, a distinguished speaker, and a generous participant in the education community, sharing his time and talent regularly. He holds an engineering degree from MIT and an MBA from Pepperdine University; he has been a faculty member at Pepperdine, UCLA and Chapman College, and has also lectured on innovation strategies and AI techniques at Stanford, CalTech, Harvard Business School, and the Sloan School of Management at MIT. We look forward to hearing Peter's thoughts on how higher ed institutions can play a role in leading in the 5th industrial revolution, especially in a post-pandemic era.

Kathy Lueckeman

Kathleen Lueckeman is the chief strategy officer at Olivet Nazarene University. In addition to implementing Salesforce for the university, she oversees the university’s innovation lab, and the marketing, admissions, advising, corporate engagement, and related administrative functions for ONU Global. Prior to joining ONU, Kathy served as the chief innovation officer for Maryville University, implementing Service Cloud, Community Cloud, Pardot, Einstein Analytics, and Social Studio. At Maryville, she was the lead PI for a Force for Change Grant, which funded the Enterprise Application Solution for Yield (EASY) open-source solution, provided at no charge to the community. Prior to that, she was the higher education industry strategy director for From 2004-14, Kathy was with Wayne State University, serving as senior director of Customer Relationship Management, Graduate Admissions director, and Marketing director. During this time, she founded and hosted the first Higher Ed Summit and founded the Higher Education Advisory Council.

Kathy has spoken widely on her enterprise Salesforce work, including every Dreamforce since 2012, every Higher Ed Summit, several Salesforce webinars and community “Dreamin” events, and at a variety of schools as a guest speaker. Currently, she serves as user group leader for the Higher Education User Group and as moderator of Higher Ed Officer Hours.

Kathy recently founded Education Trailblazers Association. This nonprofit is a membership organization dedicated to higher education institutions and provides training to schools that use Salesforce. The Education Trailblazers Association is holding the pre-conference workshops at the Impact Conference. 

Reed Sheard

Reed Sheard is Westmont's Vice President for College Advancement Chief Information Officer. 

Sheard graduated from the University of Sioux Falls, earned a masters of divinity degree at Fuller Theological Seminary, and a doctorate in higher education leadership from Seattle University. He joined Westmont in 2008 after serving at Spring Arbor University in Michigan as a Vice President and CIO. Sheard serves as the vice president for college advancement as well as on the executive team of Westmont College.

Sheard has authored articles on innovation and technology, digital transformation, and AI in non-profit fundraising. He serves on numerous boards, most recently the Higher Education practice group of the CIO Executive Council, CIO Innovation Council at Salesforce, along with chairing the AI in Advancement Advisory Council.

In 2015 he was named one of the top 100 CIOs in North America by ITG/Computerworld.

CATLab 2022 Team

The Center for Applied Technology (CATLab) is Westmont College’s flagship technology program. A 15 week Summer program, the CATLab is a first of its kind, student-driven response to the technological challenges of higher education. The CATLab began in 2017, when Westmont decided to place its Salesforce org in the hands of a small cohort of computer science and data analytics undergraduates. The talented cohort proved to be as efficient and effective as industry professionals, and within five years, CATLab teams have successfully renovated digital interfaces for Westmont’s Advancement department, created a new online application for admission, developed MyTrailhead and Salesforce training programs, and, most recently, created the myWestmont portal and mobile app, a unified digital hub combining Westmont’s scattered apps and websites into a single one-stop-shop. This summer, the team is bringing AWS file integration fully online, and creating online admission applications for Westmont’s teaching and nursing programs. In addition to developing and data success, in 2021 CATLab’s marketing team produced an Education Awards Gold Standard magazine, and this year, the Admissions Development Representative team (ADR) are utilizing the Salesforce database to reach out to over 180,000 prospective students. The Impact Conference is the product of CATLab’s lasting partnerships with Salesforce and other higher education institutions which are replicating the CATLab model, and we are excited to learn with you!

Adam Roberts

Adam Roberts currently serves as the Education Industry Solutions Director for, and is responsible for the strategy around student information systems. With a background in K-12 education systems, Adam has made a career out of supporting teachers, coaches, and students alike with effective technology solutions. Originally from Washington DC, Adam began as a math and computer science teacher. He now channels his passion for student success into creating industry changing solutions.

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Dave Bergerson is the leader of Santa Barbara's local Admin/Developer Trailblazer Community. He has hosted dozens of events and is passionate about cultivating community, sharing his hard-earned lessons with those who could benefit. He founded his private consulting company, Integrated Technologies, LLC, over thirty years ago. He is widely regarded as an expert in the Salesforce platform.

Makeda Keegan

Makeda Keegan, PhD is a known and respected leader in the higher education community.  She spent the last 15 years working at Northeastern University, most recently as a business analyst in enrollment services. From Northeastern she received her triple-husky status by completing a PhD in Network Neutrality and the Evolution of Internet Policy.  She is the current president of, a nonprofit designed to empower underrepresented voices in technology & those who support them to be fearless leaders.  She also serves as the community leader of the Northeast Higher Education User Group. She is a former member of the Salesforce Higher Education Advisory Council.

Doug Wotherspoon

Doug Wotherspoon is the director of Enterprise CRM at the Northern Alberta Institute of Technology. He is responsible for helping the NAIT rollout Salesforce across the college. Doug is a seasoned higher ed executive, previously working at Algonquin College for 13 years, first as the Executive Director for advancement, then as Vice President for Innovation and Strategy, and finally, as the Executive Director for Business Development. At Algonquin, he led a team which utilized Salesforce to reconstruct the admissions process. He also served as Director of University Communications at Carleton University for five years. In addition to his experience in higher education, Doug is an experienced business professional, cofounding Ecoverde, a sustainable development consultancy based in Ottawa, and Capital Double Decker and Trolley Tours, the largest sightseeing operation in Ottawa until the time of its sale to Laidlaw Transportation Services. He holds an MBA from the University of Ottawa, and is currently pursuing his PhD in Higher Education Administration at the University of TOronto. He believes that employment is critical to the building of a thriving civic society, and combines his education and business experience to help build a world where there are rewarding jobs for all. 

Kyle Schmid

Kyle has over seven years of experience implementing Salesforce, with a focus on higher education institutions. He served as the lead Salesforce Architect and Developer for the McCombs School of Business at the University of Texas at Austin from 2013-2017 and has since been involved in several implementations in his capacity as a consultant. Kyle has a passion for contributing to the community and has done so through active involvement in the Power of Us Hub, developing and publishing several open-source packages, and serving as an SME for’s development of the Education Cloud Consultant certification exam.

Riley Schill

Riley Schill is the founder of GoStratus, a boutique consulting firm in Orlando. He formerly was with Florida Polytechnic University, where he implemented Salesforce for admissions. He co-leads a Open Source Community project and is a frequent speaker for user groups and community events.

Peter Bernardi

Peter Bernardi is the principal consultant at ElevateActual, a Salesforce-based company that specializes in FormAssembly. Peter specializes in process automation, and new frontier development and has delivered work to countless universities including Indiana University, University of Texas at Austin, University of Colorado, Westmont College, University of Miami, George Mason University, and Olivet Nazarene University. Peter is an experienced Salesforce advocate, and he previously served at FormAssembly as an Account Executive and Solutions Engineer where he leveraged his technical skills to build out use case examples and value-adds with AppExchange partners to win customers.

Zak Landrum

Zak Landrum serves as Director of CRM and Data Services at Westmont College, and is a former member of the Salesforce Higher Ed Advisory Council (2020-2021). He also manages the Center for Applied Technology, a program designed to train students on the Salesforce platform by building practical solutions for the college. Zak has ten years experience in higher education systems management, ranging from gift processing, to prospect research, to reporting and analysis. He is a certified Salesforce Admin. He received his Master of Nonprofit Management degree from the University of San Francisco, and his BA in Theatre Arts from Westmont College.

Lucey Zhang

Lucey Zhang is a technical architect specializing in Salesforce implementations for higher education institutions. She has seven years of experience in implementing Salesforce CRM solutions, during which she’s worked with both public and private institutions to unravel business problems, identify areas for process improvement, and leverage technology to deliver value. Lucey has implemented solutions on the Salesforce platform across different university departments, including recruitment, admissions, student services, executive education, corporate relations, and more.

Vadim Gorelik

Vadim has over 25 years of experience in Information Technology, with over 15 years in Higher Education. As an inaugural member of the Salesforce Higher Education Advisory Council, Vadim has been involved with Salesforce since 2012 and has been involved with EDA, SAL, and Admissions Connect since the ideation stages of each of these products. As a consultant, Vadim has worked with over 3 dozen schools across United States, Canada, and United Kingdom to plan and implement Salesforce across every aspect of a student journey.

Amir Tejani

Amir is the Executive Director of Client Success at Education Trailblazers. He was a former member of Salesforce’s Higher Education Advisory Council and an advocate for technology and innovation in higher education. Amir also currently serves as the special advisor to the president of Moravian University in Bethlehem Pennsylvania. His prior roles include serving as Special Assistant to the President for Strategic Planning and Implementation at Lafayette College, the Director of Strategy and Analytics in the office of Economic Engagement at Lehigh University, and the Director of Stewardship at Santa Clara University’s School of Law. Amir lives with his brilliant wife Jess Tejani and their young son Tobin. He appreciates bourbon and anyone who wants to play a pickup game of basketball.

Julie Ngo

Julie has over 15 years of experience in Higher Education. Julie has been involved with many aspects of higher education (specifically business schools) including recruiting and admissions, student success and retention, tuition and financial aid, academic and faculty affairs, and accreditation and rankings. As a consultant, Julie has worked and implemented Salesforce across every aspect of a student journey for the last 4 years.

Pat McClellan

Pat McClellan is an 8x certified Application Architect, consultant, and creator of Proton Text, an SMS Lightning Component available on the AppExchange. Pat is a career-changer and "Ohana-taught" developer, learning to code on Trailhead and working through Superbadges. Pat is a Salesforce MVP, Platform Champion Alumnus, Trailblazing Partner, Mentor, volunteer coach for RAD Women Code, co-founder of Superbadge Sunday, and 2x Dreamforce and TrailheaDX speaker.


12:00 pm - 1:00 pm  Registration/Networking

1:00 pm - 4:00 pm  Education Trailblazer Academy Workshops

8:00 am - 9:00 am  Breakfast/Registration

9:00 am - 12:00 pm  Education Trailblazer Academy Workshops

12:00 pm - 1:30 pm  Lunch

1:30 pm - 4:30 pm  Education Trailblazer Academy Workshops

8:30 am - 8:45 am  Intro, Reed Sheard, CIO

8:45 am - 9:30 am  Keynote: 7 Mindsets Lupita Knittel

9:30 am - 10:15 am  Demo Session: CATLab makes applying to Westmont easy and fun

10:15 am - 10:30 am  Break

10:30 am - 11:15 am  Peter Coffee: Resilience in the face of disruption: Considerations for Higher Education

11:15 am - 12:00 pm  Fireside Chat: Reed Sheard, Kathy Lueckeman, and Adam Roberts. Salesforce as a System of Record: why building a student information system could change the education landscape for the better

12:00 pm - 2:00 pm  Circles of Success Lunch: Get strategic input on your organization's questions from industry experts and colleagues from other institutions. Some of the planned options include:

Tondro Consulting Group Circle for Success - Vadim Gorelik

ElevateActual Circle for Success

Go Stratus Circle for Success

Education Trailblazers Circle for Success with Kathy Lueckeman

Education Trailblazers Circle for Success with Amir Tejani

Local Focus

2:00 pm - 2:30 pm  Panel of Local Community Trailblazers: Dave Berguson

2:30 pm - 5:00 pm  Santa Barbara Impact Round Robin: Santa Barbara nonprofits lay out their most urgent system problems. Local tech companies see if they might have strategies to help. CATLab students facilitate.

7:00 am - 10:00 am  Hike at Rattlesnake Canyon or Inspiration Point

10:00 am - 11:00 am  Brunch

Education Trailblazer Academy Workshops

8:00 am - 9:00 am  Breakfast/Registration

9:00 am - 10:30 pm  Approaching Technical Change as Cultural Change with Makeda Keegan

When implementing new systems, getting the technology right is important. But it takes more than solely focusing on the technology to ensure success.  In this interactive session, we’ll explore why organizational culture can determine project outcomes, and how empathetic, strategically mission-aligned communicators can lead their organizations effectively through change. 

1:00 pm - 2:30 pm  Introduction to Salesforce for Higher Education with Education Trailblazers

Salesforce is often compared to legos, where you can build anything your mind can imagine. While that analogy is valid, it can be bewildering to those new to the platform to understand what Salesforce actually does. Join us for Salesforce 101 and learn about the standard Salesforce functionality, which can be mixed and matched right out of the box for a myriad of higher education uses. Need to up your recruitment game? Check out Opportunity, Affiliations and Campaign. Want to super-charge service at your one-stop or better document Advising Notes? Here's Contact, Case and Console. Need to boost engagement? Look no further than Communities (you get 100 with your org!). Plus, we'll cover Education Data Architecture, the open source solution in Education Cloud.

1:00 pm - 2:30 pm  Digital Transformation Best Practices with Doug Wotherspoon

This workshop will cover best practices in digital transformation in higher ed. We will walk through some content today, but the goal of this workshop is for you each to learn from one another and exchange ideas during the hands-on portion of the workshop.

2:30 pm - 4:00 pm  No More Duplicates with ObjectMerge! with Kyle Schmid

Do you struggle with managing duplicates in your Salesforce org? Learn how a free, open-source tool called ObjectMerge can help! This session will include a deep-dive into ObjectMerge: features/benefits, common use-cases, and what makes it different from other tools on the market. The hands-on portion will walk attendees through installation, setup, and using ObjectMerge to merge two duplicate Contacts.

2:30 pm - 4:00 pm  A Beginners Guide to Flow: Hands-on Training with Riley Schill

Want to get started with Flow but don’t know where to begin? In this workshop, we will review the fundamentals of Flow starting with Elements and Resources and then dive into some ways to mix and match them. Once we are comfortable with the tools we will then build a few higher-ed-centric flows together. 

2:30 pm - 4:00 pm  Using FormAssembly to Streamline RFI and Data Collection Processes with Peter Bernardi

Learn to use FormAssembly to automatically create and update Salesforce records. Along with an introduction to the Form Builder, you will learn about the unique Prefill Connector, which allows you to pull data from Salesforce into a form, as well as the Connectors that allow you to push new data to Salesforce upon or after the form is submitted. During the hands-on portion, you'll build a simple Request for Information form and configure the Connector to see how FormAssembly works in action.

8:30 am - 9:00 am  Check-In

9:00 am - 10:30 am  Remake your CRM team with Education's Superpower: Students with Zak Landrum

Let students design and create the technology experiences they deserve.  This core operating principle led to the creation of Westmont's CATLab, a professional development student program designed to give students experience in the Salesforce platform while working on real-world problems. Westmont has saved millions of dollars of technological innovation cost, and improved student experience in a qualitatively significant way.  Director of CRM and Data Services, Zak Landrum, will distill the five year journey of creating and managing the "CATLab" into key concepts for higher education administrators to enable their own student admin and developer teams.

9:00 am - 10:30 am  Use the Baked-In Goodness of the Platform for Recruitment and Admissions with Vadim Gorelik, Julie Ngo, Kyle Schmid, and Lucey Zhang

Recruitment and Admissions has been the most common path to using Salesforce in higher ed. That's partly because we had pre-configured products to accelerate our implementation. New users now come in with options, thanks to open source solutions that are free to use. If you’re considering Salesforce for recruitment and admissions, either as a new use case or a re-implementation, join this session to understand a typical platform implementation. 

You will learn how to speed your implementation with: 

  • The standard and EDA objects that are important in this use case;
  • Using Data Primer, which is a staging table with matching and duplicate rules to create/match person records and to automate the creation of related records like Affiliations, Opportunities and Campaign Members
  • Understanding the use of Opportunities for a view into your recruitment funnel
  • Campaigns and Campaign Members track outbound marketing efforts, events and event attendance.
  • Options to create applications and speed admissions decisions.
  • Case can be used to get invaluable business intelligence just by forwarding email from your shared departmental inbox to Salesforce.

The hands-on portion of the workshop will include installing and using Data Primer. 

9:00 am - 10:30 am  Getting Started with Advancement with Zak Landrum

Top to bottom review of how institutions can begin to use Salesforce for Advancement, Alumni Engagement, and Fundraising.

10:30 am - 12:00 pm  The Case for Case: OOTB Functionality That Benefits Every Department with Kathy Lueckeman

Yes, you can delight your customers with your lightning fast service using Salesforce, but the Case object and services functionality serves a variety of higher ed needs and has built-in goodness for deep insight into how to improve your school. Join this session to learn how:

  • Custom dependent picklists can categorize service drivers
  • Categories highlight opportunities to enhance communication and identify opportunities for process improvement
  • Free AppExchange dashboards give immediate insight into service metrics 
  • Insights can inform new products and services, plan for staffing based on high-demand cycles, and provide audit trails for accountability
  • Connecting forms can automate not just service but transactions as well; and 
  • Extending the use of Case from Sales Cloud to Service Cloud, with Knowledge, chat, CTI, and more.

In the hands-on part of the workshop, you'll get a chance to try it out by enabling email deliverability, setting up a support process, public groups and queues, enabling email-to-case, and using a simple Flow to manage spam.

10:30 am - 12:00 pm  Supercharge Processes and Flows with Invocable Apex with Pat McClellan

Achieve almost anything by combining Processes, Flows, and Invocable Apex. Imagine harnessing the power of Apex with the ease and accessibility of a Process. Well, you can, by creating end-user, Apex-invoked utilities from Flows and Processes. We'll share examples of how you can leverage code to establish the basic mechanics of creating an invocable Apex Action. Then, we'll step up to multiple inputs with a more complicated and commonly encountered example, and we'll demo the Process.

12:00 pm - 1:30 pm  Lunch

1:30 pm - 3:00 pm  No More Duplicates with ObjectMerge! with Kyle Schmid, Tondro Consulting Group

Do you struggle with managing duplicates in your Salesforce org? Learn how a free, open-source tool called ObjectMerge can help! This session will include a deep-dive into ObjectMerge: features/benefits, common use-cases, and what makes it different from other tools on the market. The hands-on portion will walk attendees through installation, setup, and using ObjectMerge to merge two duplicate Contacts.

1:30 pm - 3:00 pm  Level Up your Flow Game: Platform Events & Installable Components with Riley Schill, Go Stratus

Are you comfortable with the basics of Flow and ready for the next challenge? In this workshop, we will review how Platform Events can reduce your record save time while being triggered from any flow. and then build one together. We will also review some of my favorite installable actions & screen components that can truly simplify your complex flows. 

1:30 pm - 3:00 pm  ElevateActual and FormAssembly with Peter Bernardi, ElevateActual

3:00 pm - 4:30 pm  5 Best Practices for Planning Your Journey Strategy

Approaching your first journey can be intimidating. While Salesforce does have tools for creating and managing journeys, the customer journey itself is NOT a Salesforce product. It's bigger than that, and it encompasses the full experience that your customer has with you throughout their lifetimes. Join in to discuss 5 best practices you can incorporate in your own journey strategies and begin a journey map for your school.

3:00 pm - 4:30 pm  Dashboard Dojo Live: The Ultimate Guide to Report Types

Whether you are just starting your Salesforce journey or you are a seasoned pro, this session is guaranteed to change your approach to reporting. Imagine having one “deluxe” custom report type per object to address a majority of report requests - pulling in up to 1,000 fields from up to 60 related objects with ease. Imagine instantly knowing which report type to choose in order to get the data you need without any trial and error. Imagine how much time and effort you can save when you have a complete understanding of what Salesforce is capable of in the reporting realm. During this session, you will learn how easy it is to demystify the inner workings of report types, consolidate the litany of overwhelming report type clutter, and empower yourself with a revolutionary paradigm that frees you to confidently query for conclusions. Rejoice as you reimagine designing, building, and running reports - you’ll wonder how you ever did it before.

3:00 pm - 4:30 pm  Data Security: Strategies for Salesforce Data using Point-and Click Tools

In this workshop we’ll cover:

  • Data security basics;
  • How Salesforce secures your data;
  • What native Salesforce tools are available to help you control access to your data and monitor your security;
  • How the human factor plays a role in data security

Housing Accommodations and Hotel Recommendations

Whether you are in need of a convenient and affordable option or would rather opt for a hotel experience, our Stay in Santa Barbara page provides more information on booking your stay for the conference. Learn more


Special Thanks to Our Sponsors



Education Trailblazers assists higher education institutions in using Salesforce. Education Trailblazers implements Education Data Architecture and related Salesforce products. Education Trailblazers was founded by Kathleen Lueckeman, a veteran Salesforce for higher education user who founded the Salesforce.orog Higher Education Advisory Council and Education Summit. Kathy is the current Higher Ed User Group Leader and she moderates Higher Ed Office Hours. Through Education Trailblazers, Kathy trains users and program architects so higher eds can build and maintain a successful Salesforce implementation. Learn more