Chief Marketing Officer, Box
Search every verified Tricia Gellman interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Tricia Gellman, Chief Marketing Officer at Box, appeared on the B2B CMO podcast on April 25, 2026. She discussed her approach to building C-suite buy-in and selling the brand story, noting that Box CEO Aaron Levie made two foundational decisions before she joined: not building their own large language model and not partnering with a single AI partner, and prioritizing getting users to try AI even if it meant losing money in some cases. Gellman said she moved 30% of Box's budget into awareness and pitched working with an agency to measure it, but Levie told her it was a waste of money because "we would know if we had awareness based on the vibe." Gellman also reflected on her previous roles. She described her time as CMO of Salesforce Canada as "not viewed as strategic" and "not viewed as necessary at all," stating that she left as a result. She recounted an experience at Adobe where a new C-suite was brought in to take the company to the next level but was fired within six months after the team "was falling apart."
“When I was at Salesforce, we bought Jigsaw, turned it into data.com. We decided that this is the first brand we're going to keep, we're going to bring to market, we're going to give it own sort of P&L. But we're going to sell it to the same people that we sold CRM. Well, it turned out that we didn't have the right ince...”
“Aaron made two really foundational decisions before I got to Box and I think they are 100% the foundation of what we are building off of and seeing success from. One was they're not going to build their own LLM. They're not going to partner with one partner. They basically that this was going to change so fast that the...”
“I pitched to Aaron that we work with the agency who could help us get added awareness and very quickly therefore also have a measurement platform because that's part of their, you know, mode of operation and it's harder at an enterprise to bring on new software in the time I wanted. Yeah. And he basically said that it...”
“We went out and we did a global survey of 1,300 IT leaders across small business all the way up to enterprise and we found that 90% of leaders said that in the next year they plan to like triple the amount of money that they're spending on AI technology.”
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