Certinia at Dreamforce | Carlos Gutierrez, Hyland

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Carlos Gutierrez

VP, Customer Operations

Hyland

play_circle_outline Hyland enterprise content management focused on unstructured data insights and automation

play_circle_outline Hyland Premier Care: Premium Support, Designated Technical Account Manager, Tailored Services and Service Credits

play_circle_outline Hyland AI Transformation: Flexible Strategies, Focused Enablement, MCPs, and Core Platform Concentration

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Carlos Gutierrez, Hyland

Carlos Gutierrez

VP, Customer Operations Hyland

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Scott Hebner

>> Hello everyone. Welcome back to theCUBE's continuing coverage of Dreamforce 2026, where we're exploring all things having to do with the professional services industry. I'm Scott Hebner, Principal Analyst for Enterprise AI at theCUBE Research. Again, thank you for tuning in. Well, today we're going to take the next step in our conversations here, and I'm thrilled to have here Carlos Gutierrez, who's the Vice President of Customer Operations at Hyland. Thanks so much for taking the time to be here.

Carlos Gutierrez

>> Thanks for the invite, Scott. I'm excited to have this conversation.

Scott Hebner

>> You bet. You bet. This is a really rocking place here. You can see all the activity in the background, and I appreciate you taking the time to join in the conversations here. So before we get started, tell the audience a little bit about Hyland and what your business is all about and where you're coming from and why you're here.

Carlos Gutierrez

>> Certainly. Happy to. So Hyland is an enterprise content management company. We've been around for 40 years. We sell enterprise content management products to the healthcare industry, financial services, a whole host of companies that use our products to run their business. We live in the world of unstructured data, and we help companies gain insights and automate from that unstructured data. I've been at Hyland for a little over a year now. As the leader of customer operations, I run all post-sales operations functions. So I have my hands in a lot of areas.

Scott Hebner

>> Yeah, so you recently announced the Hyland Premier Care offering, which to me was very intriguing. Could you just tell us a little bit about that?

Carlos Gutierrez

>> Yeah, Hyland Premier Care was something that— it really came in response to something that our customers had asked for. They wanted a solution that was really calibrated to their business. To help them gain more value from our products faster. And they didn't want to have to open a new procurement cycle every time they needed something. So with HPC, we created a bundle of services that were really tailored to different segments within our customer base. And so you get premium support, you get a designated technical account manager, and we introduced the concept of service credits at Hyland, These are credits that you can use that are a part of your subscription to purchase one-time services, recurring services from our services catalog.

Scott Hebner

>> So that gives customers the ability to get specialized support capabilities, you're able to get involved in different projects quicker, and you're retaining knowledge and insights.

Carlos Gutierrez

>> Exactly, it's so hard to look 6 months, a year in advance, and know what services you're going to need.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> So with Hyland Premier Care, as a part of your subscription, you always have those service credits available that you can then use as needs arise, to be able to handle a migration, handle an upgrade, implement a new module.

Scott Hebner

>> Right. So, and on top of that, you've recently, within Hyland, went through a rapid transformation around AI, which I can only imagine, doing something so quickly. So what did you learn from that?

Carlos Gutierrez

>> Yeah, it was a great and challenging experience because, as I'm sure many people that are watching this are going through it themselves, it's a balancing act. You know, you want to get AI out there and have it adopted, but it's hard to give people the support that they need to be successful when you're rolling out many different AI platforms. do so many different groups. So I think what we learned from our experience is you have to have a flexible approach. Giving people access to the tools is great, but you really want to focus your attention, time, and effort, enablement resources, getting MCPs set up around a couple of core platforms. You know, that way you can see real value and set people up for success.

Scott Hebner

>> Was part of that learning why you came out with Premier Care?

Carlos Gutierrez

>> It is. You know, I think we learned from our own experience and we realized that if we had a Premier Care-like subscription from some of our AI vendors, we could have certainly used it.

Scott Hebner

>> Yeah, I think you're right. The whole notion of flexibility, particularly with this technology compared to past technologies like cloud and e-business and client-server, this is moving at warp speed. You can do so much more now than you could do a month ago and a month before that. And so this idea of having flexibility and having that kind of program would seem to me to be very attractive.

Carlos Gutierrez

>> Yeah, like I said, it came directly from our customers' feedback. So that's one of the things that gets me excited. Anytime you can listen to your customers and develop something that really solves a pain point, that really solves a need, that's why we're all here.

Scott Hebner

>> Yeah, one of the things that I've been noticing just in conversations at the show and even building up to the show is there seems to be a breaking point between the service delivery and the customer success, and perhaps two different lenses into what should be really the same thing, right? The delivery has a purpose. It's a means to an end, which is the outcome. So what is that breaking point that you're seeing? And is it organizational? Is it data? How would you kind of quantify that and explain it?

Carlos Gutierrez

>> Yeah, I think it's both. Every company that I've had experience with, this is always a pain point. And I don't know that everybody has got it perfectly right. But I think, obviously getting the data aligned between CS and PS so that you're sharing the same outcomes and that you're part of the same connected customer journey. I think that's really the key because if, your CS teams and PS teams aren't operating in that single connected journey, you're leaving it to your customers to make those connections, right?

Scott Hebner

>> Right.

Carlos Gutierrez

>> And that leads to a poor experience, that leads to friction. So I think one of the things that we've learned is that we've actually had our teams sit down with each other and look at some of our core platforms, really mapping out what that journey looks like so that we understand what are the things that PS is going to take the lead on through the implementation phase, understanding the outcomes, but then seamlessly passing that information to the CS team, but doing so in a much more connected way. So not just having the traditional handoff, at the end of the implementation, but bringing the CS team in early, so that they're a part of the implementation and the customer gets that connected, consistent person that can help shape their experience at Hyland.

Scott Hebner

>> It's truly making it two sides of the same coin, right?

Carlos Gutierrez

>> Exactly. There can be no daylight between your PS and your CS teams. Right.

Scott Hebner

>> And where does— so I imagine that an important part of that is context, maintaining context between the service delivery and what the outcome expectations are, and then just compounding that knowledge around what it takes to be successful, then being able to repeat it, which I think then plays back into your Premier Care. Subscription, right? Is that sort of the way to think about this?

Carlos Gutierrez

>> Yeah, context is critical. And so really understanding those customer needs as early as possible through the implementation is key. And so part of what we needed to do to have a successful PS to CS connection is we actually had to improve the connection between sales and PS and sales and CS. So that you're really understanding as early in the lifecycle of the customer what they bought your product to try to achieve, right? Because that's also going to give you time, right? Time to really understand how you're going to support the customer in those efforts, to understand their timing, to make sure that you've considered those outcomes as you're implementing the project. Right? It's a team effort.

Scott Hebner

>> Yeah. In the end everyone has to work together. People don't do things, organizations do.

Scott Hebner

>> So that's right.

Scott Hebner

>> I think I'm getting the picture here where it's all starting to come together to a much, much greater extent. I think this also plays, and tell me if I'm wrong here, but into the whole idea of risk management. The earlier you can understand a risk which may threaten an outcome, the more likely you are able to mitigate it earlier on and save money and all the different things that would lead to that outcome. Does that play in this too when it comes to the use cases that you're involved in?

Carlos Gutierrez

>> Absolutely. Identifying risk early and capturing risk signals from across the lifecycle is the key to a long-term customer, a long-term relationship with the customer. And so we capture risk really at every part of the lifecycle from when the sale closes to, the implementation to post-sales when the CS team is engaged to early in the renewal cycle. And I think what's helped us is that all of our teams speak a common language around risk, right? Because that's honestly where things break down. Back to your earlier comment around context.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> When everybody's looking at risk identification differently, you're trying to address the risk independently. And the best way to address a risk in my experience is that you have a connected plan across all those teams so that you can mitigate the risk at every part of the lifecycle. And so that means that if a PS implementation doesn't go well and there's something that was de-scoped because the customer wasn't getting exactly what they needed, then your CS team knows that that's a risk, that that's a gap that they have to work with your product teams to help solve.

Scott Hebner

>> Right, right. Yeah, so I think it's just bringing it all together and managing that risk throughout the project is the key to success, right?

Scott Hebner

>> Absolutely.

Scott Hebner

>> And one of Certinia's themes this week is Be Certain. So the more certain you can be in addressing the risk, the more likely you are to get the outcomes. Which actually brings me to, So you're a Salesforce partner?

Carlos Gutierrez

>> We are.

Scott Hebner

>> As well as a Certinia partner.

Carlos Gutierrez

>> Yeah, we are too.

Scott Hebner

>> So how does this whole ecosystem work together with you?

Carlos Gutierrez

>> Yeah, so we've been a Salesforce and a Certinia customer for many years, since well before I started at Hyland. And I think the strength of the partnership between Salesforce and Certinia really comes out in the product. the seamless integration The exceptional reporting, the integrations with workflows, use of Agentforce across the platform, all of those things help us in our mission to have that more connected experience.

Scott Hebner

>> Right, so Salesforce provides that whole stack of capabilities, Agentforce, AI, Flow, and the headless capabilities of Salesforce. And then Certinia is providing professional services automation capabilities, the intelligent actions, the agents, all that stuff.

Carlos Gutierrez

>> That's right.

Scott Hebner

>> And that creates an ecosystem for you to then add additional value for your customers.

Carlos Gutierrez

>> That's right, we run our professional services business on Certinia PSA. It helps us ensure that we're having the most successful, on-time delivered projects for our customers, that we identify risk early and action it, and that we optimize our resources for profitability, right? So it's an integral part of our tech stack, and they've been a great partner through the years.

Scott Hebner

>> Where do you think this is all heading? if we were going to be, say a year from now, we're talking again, what will we be talking about? Maybe a few months from now, given the speed of everything, what do you think is next? What are you focused on as sort of the next big thing to tackle?

Carlos Gutierrez

>> I think for us, the focus, is going to be around agentic AI. I think if we were to talk a year from now, we would be talking about how prevalent agents, smart agents, some from Certinia, some from Salesforce, that help us solve problems more quickly, more efficiently, and ultimately reduce cost while delivering a great experience. So I would expect a year from now that we're talking about agents in all elements of our PS business, from our resource management process to our professional services teams, to optimizing our consultants and doing more billable digital work.

Scott Hebner

>> Yeah, I like the message that Marc Benioff sent this morning during the keynote about evolving from a probabilistic AI sort of model to more deterministic. Right. And the more deterministic it is, the more confident people are to enable agents to make real decisions, consequential decisions, and therefore being able to do more. Right? So I think the big difference is going to evolve towards actual decision intelligence versus BI, right. And to do that, you need the context, as you mentioned, right? You need the compounding intelligence and you got to be able to look at things end to end. So there's, it's all part of the same coin versus different views by different people.

Carlos Gutierrez

>> You have to get that layer of trust, and that can only come with time.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> And repeated demonstration that that trust is well-founded, right? So that's where we're focused. We're experimenting with agents, we're validating the results, we're making sure that it maintains the same level of quality that our customers demand.

Scott Hebner

>> Right. This has been a real great conversation. I think the industry is slowly starting to evolve from a technology discussion around AI into the economic discussion. And I think this whole conversation kind of brings that to life where you and Salesforce and Certinia, I think you're a couple steps ahead. And I've often said that if you want to know what's going to happen in enterprise AI, watch the professional services industry because what you guys do by definition puts you on the leading edge. So it's been a good—

Carlos Gutierrez

>> I agree.

Scott Hebner

>> Yeah, no, it's been a very helpful conversation. So I appreciate your time.

Carlos Gutierrez

>> Of course, I really enjoyed the conversation, Scott.

Scott Hebner

>> You bet.

Carlos Gutierrez

>> Thanks for having me.

Scott Hebner

>> And thank you all for tuning in to our continuing coverage of Dreamforce 2026, where we're exploring all things having to do with professional services. We'll be back real soon.

Carlos Gutierrez, Hyland

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Scott Hebner

>> Hello everyone. Welcome back to theCUBE's continuing coverage of Dreamforce 2026, where we're exploring all things having to do with the professional services industry. I'm Scott Hebner, Principal Analyst for Enterprise AI at theCUBE Research. Again, thank you for tuning in. Well, today we're going to take the next step in our conversations here, and I'm thrilled to have here Carlos Gutierrez, who's the Vice President of Customer Operations at Hyland. Thanks so much for taking the time to be here.

Carlos Gutierrez

>> Thanks for the invite, Scott. I'm excited to have this conversation.

Scott Hebner

>> You bet. You bet. This is a really rocking place here. You can see all the activity in the background, and I appreciate you taking the time to join in the conversations here. So before we get started, tell the audience a little bit about Hyland and what your business is all about and where you're coming from and why you're here.

Carlos Gutierrez

>> Certainly. Happy to. So Hyland is an enterprise content management company. We've been around for 40 years. We sell enterprise content management products to the healthcare industry, financial services, a whole host of companies that use our products to run their business. We live in the world of unstructured data, and we help companies gain insights and automate from that unstructured data. I've been at Hyland for a little over a year now. As the leader of customer operations, I run all post-sales operations functions. So I have my hands in a lot of areas.

Scott Hebner

>> Yeah, so you recently announced the Hyland Premier Care offering, which to me was very intriguing. Could you just tell us a little bit about that?

Carlos Gutierrez

>> Yeah, Hyland Premier Care was something that— it really came in response to something that our customers had asked for. They wanted a solution that was really calibrated to their business. To help them gain more value from our products faster. And they didn't want to have to open a new procurement cycle every time they needed something. So with HPC, we created a bundle of services that were really tailored to different segments within our customer base. And so you get premium support, you get a designated technical account manager, and we introduced the concept of service credits at Hyland, These are credits that you can use that are a part of your subscription to purchase one-time services, recurring services from our services catalog.

Scott Hebner

>> So that gives customers the ability to get specialized support capabilities, you're able to get involved in different projects quicker, and you're retaining knowledge and insights.

Carlos Gutierrez

>> Exactly, it's so hard to look 6 months, a year in advance, and know what services you're going to need.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> So with Hyland Premier Care, as a part of your subscription, you always have those service credits available that you can then use as needs arise, to be able to handle a migration, handle an upgrade, implement a new module.

Scott Hebner

>> Right. So, and on top of that, you've recently, within Hyland, went through a rapid transformation around AI, which I can only imagine, doing something so quickly. So what did you learn from that?

Carlos Gutierrez

>> Yeah, it was a great and challenging experience because, as I'm sure many people that are watching this are going through it themselves, it's a balancing act. You know, you want to get AI out there and have it adopted, but it's hard to give people the support that they need to be successful when you're rolling out many different AI platforms. do so many different groups. So I think what we learned from our experience is you have to have a flexible approach. Giving people access to the tools is great, but you really want to focus your attention, time, and effort, enablement resources, getting MCPs set up around a couple of core platforms. You know, that way you can see real value and set people up for success.

Scott Hebner

>> Was part of that learning why you came out with Premier Care?

Carlos Gutierrez

>> It is. You know, I think we learned from our own experience and we realized that if we had a Premier Care-like subscription from some of our AI vendors, we could have certainly used it.

Scott Hebner

>> Yeah, I think you're right. The whole notion of flexibility, particularly with this technology compared to past technologies like cloud and e-business and client-server, this is moving at warp speed. You can do so much more now than you could do a month ago and a month before that. And so this idea of having flexibility and having that kind of program would seem to me to be very attractive.

Carlos Gutierrez

>> Yeah, like I said, it came directly from our customers' feedback. So that's one of the things that gets me excited. Anytime you can listen to your customers and develop something that really solves a pain point, that really solves a need, that's why we're all here.

Scott Hebner

>> Yeah, one of the things that I've been noticing just in conversations at the show and even building up to the show is there seems to be a breaking point between the service delivery and the customer success, and perhaps two different lenses into what should be really the same thing, right? The delivery has a purpose. It's a means to an end, which is the outcome. So what is that breaking point that you're seeing? And is it organizational? Is it data? How would you kind of quantify that and explain it?

Carlos Gutierrez

>> Yeah, I think it's both. Every company that I've had experience with, this is always a pain point. And I don't know that everybody has got it perfectly right. But I think, obviously getting the data aligned between CS and PS so that you're sharing the same outcomes and that you're part of the same connected customer journey. I think that's really the key because if, your CS teams and PS teams aren't operating in that single connected journey, you're leaving it to your customers to make those connections, right?

Scott Hebner

>> Right.

Carlos Gutierrez

>> And that leads to a poor experience, that leads to friction. So I think one of the things that we've learned is that we've actually had our teams sit down with each other and look at some of our core platforms, really mapping out what that journey looks like so that we understand what are the things that PS is going to take the lead on through the implementation phase, understanding the outcomes, but then seamlessly passing that information to the CS team, but doing so in a much more connected way. So not just having the traditional handoff, at the end of the implementation, but bringing the CS team in early, so that they're a part of the implementation and the customer gets that connected, consistent person that can help shape their experience at Hyland.

Scott Hebner

>> It's truly making it two sides of the same coin, right?

Carlos Gutierrez

>> Exactly. There can be no daylight between your PS and your CS teams. Right.

Scott Hebner

>> And where does— so I imagine that an important part of that is context, maintaining context between the service delivery and what the outcome expectations are, and then just compounding that knowledge around what it takes to be successful, then being able to repeat it, which I think then plays back into your Premier Care. Subscription, right? Is that sort of the way to think about this?

Carlos Gutierrez

>> Yeah, context is critical. And so really understanding those customer needs as early as possible through the implementation is key. And so part of what we needed to do to have a successful PS to CS connection is we actually had to improve the connection between sales and PS and sales and CS. So that you're really understanding as early in the lifecycle of the customer what they bought your product to try to achieve, right? Because that's also going to give you time, right? Time to really understand how you're going to support the customer in those efforts, to understand their timing, to make sure that you've considered those outcomes as you're implementing the project. Right? It's a team effort.

Scott Hebner

>> Yeah. In the end everyone has to work together. People don't do things, organizations do.

Scott Hebner

>> So that's right.

Scott Hebner

>> I think I'm getting the picture here where it's all starting to come together to a much, much greater extent. I think this also plays, and tell me if I'm wrong here, but into the whole idea of risk management. The earlier you can understand a risk which may threaten an outcome, the more likely you are able to mitigate it earlier on and save money and all the different things that would lead to that outcome. Does that play in this too when it comes to the use cases that you're involved in?

Carlos Gutierrez

>> Absolutely. Identifying risk early and capturing risk signals from across the lifecycle is the key to a long-term customer, a long-term relationship with the customer. And so we capture risk really at every part of the lifecycle from when the sale closes to, the implementation to post-sales when the CS team is engaged to early in the renewal cycle. And I think what's helped us is that all of our teams speak a common language around risk, right? Because that's honestly where things break down. Back to your earlier comment around context.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> When everybody's looking at risk identification differently, you're trying to address the risk independently. And the best way to address a risk in my experience is that you have a connected plan across all those teams so that you can mitigate the risk at every part of the lifecycle. And so that means that if a PS implementation doesn't go well and there's something that was de-scoped because the customer wasn't getting exactly what they needed, then your CS team knows that that's a risk, that that's a gap that they have to work with your product teams to help solve.

Scott Hebner

>> Right, right. Yeah, so I think it's just bringing it all together and managing that risk throughout the project is the key to success, right?

Scott Hebner

>> Absolutely.

Scott Hebner

>> And one of Certinia's themes this week is Be Certain. So the more certain you can be in addressing the risk, the more likely you are to get the outcomes. Which actually brings me to, So you're a Salesforce partner?

Carlos Gutierrez

>> We are.

Scott Hebner

>> As well as a Certinia partner.

Carlos Gutierrez

>> Yeah, we are too.

Scott Hebner

>> So how does this whole ecosystem work together with you?

Carlos Gutierrez

>> Yeah, so we've been a Salesforce and a Certinia customer for many years, since well before I started at Hyland. And I think the strength of the partnership between Salesforce and Certinia really comes out in the product. the seamless integration The exceptional reporting, the integrations with workflows, use of Agentforce across the platform, all of those things help us in our mission to have that more connected experience.

Scott Hebner

>> Right, so Salesforce provides that whole stack of capabilities, Agentforce, AI, Flow, and the headless capabilities of Salesforce. And then Certinia is providing professional services automation capabilities, the intelligent actions, the agents, all that stuff.

Carlos Gutierrez

>> That's right.

Scott Hebner

>> And that creates an ecosystem for you to then add additional value for your customers.

Carlos Gutierrez

>> That's right, we run our professional services business on Certinia PSA. It helps us ensure that we're having the most successful, on-time delivered projects for our customers, that we identify risk early and action it, and that we optimize our resources for profitability, right? So it's an integral part of our tech stack, and they've been a great partner through the years.

Scott Hebner

>> Where do you think this is all heading? if we were going to be, say a year from now, we're talking again, what will we be talking about? Maybe a few months from now, given the speed of everything, what do you think is next? What are you focused on as sort of the next big thing to tackle?

Carlos Gutierrez

>> I think for us, the focus, is going to be around agentic AI. I think if we were to talk a year from now, we would be talking about how prevalent agents, smart agents, some from Certinia, some from Salesforce, that help us solve problems more quickly, more efficiently, and ultimately reduce cost while delivering a great experience. So I would expect a year from now that we're talking about agents in all elements of our PS business, from our resource management process to our professional services teams, to optimizing our consultants and doing more billable digital work.

Scott Hebner

>> Yeah, I like the message that Marc Benioff sent this morning during the keynote about evolving from a probabilistic AI sort of model to more deterministic. Right. And the more deterministic it is, the more confident people are to enable agents to make real decisions, consequential decisions, and therefore being able to do more. Right? So I think the big difference is going to evolve towards actual decision intelligence versus BI, right. And to do that, you need the context, as you mentioned, right? You need the compounding intelligence and you got to be able to look at things end to end. So there's, it's all part of the same coin versus different views by different people.

Carlos Gutierrez

>> You have to get that layer of trust, and that can only come with time.

Scott Hebner

>> Yeah.

Carlos Gutierrez

>> And repeated demonstration that that trust is well-founded, right? So that's where we're focused. We're experimenting with agents, we're validating the results, we're making sure that it maintains the same level of quality that our customers demand.

Scott Hebner

>> Right. This has been a real great conversation. I think the industry is slowly starting to evolve from a technology discussion around AI into the economic discussion. And I think this whole conversation kind of brings that to life where you and Salesforce and Certinia, I think you're a couple steps ahead. And I've often said that if you want to know what's going to happen in enterprise AI, watch the professional services industry because what you guys do by definition puts you on the leading edge. So it's been a good—

Carlos Gutierrez

>> I agree.

Scott Hebner

>> Yeah, no, it's been a very helpful conversation. So I appreciate your time.

Carlos Gutierrez

>> Of course, I really enjoyed the conversation, Scott.

Scott Hebner

>> You bet.

Carlos Gutierrez

>> Thanks for having me.

Scott Hebner

>> And thank you all for tuning in to our continuing coverage of Dreamforce 2026, where we're exploring all things having to do with professional services. We'll be back real soon.