Propensity Welcomes Kelly Greenwalt as Vice President of Market Strategy to Help Shape the Future of AI-Powered GTM

September 9, 2026 | Company News

Experienced B2B marketing and operations leader brings more than 20 years of expertise—and a former customer's perspective—to Propensity's next chapter of AI-powered go-to-market innovation.

Propensity is excited to welcome Kelly Greenwalt as Vice President of Market Strategy, strengthening our commitment to building marketing technology around the real-world needs of B2B marketing and revenue teams.

With more than 20 years of experience spanning marketing leadership, demand generation, marketing operations, digital transformation, and marketing technology, Kelly brings a valuable combination of strategic vision and hands-on experience.

Her appointment comes at a pivotal moment for Propensity as we expand beyond traditional account-based marketing (ABM) toward a more connected, AI-powered approach to go-to-market execution.

In her new role, Kelly will work closely with customers, product leadership, and go-to-market teams to help translate the challenges facing today's marketers into Propensity's market strategy, product vision, and future roadmap.

Bringing the Marketer's Perspective into Product Innovation

One of the most exciting aspects of Kelly's appointment is the perspective she brings to Propensity.

Throughout her career, she has worked directly with the systems, processes, and technologies that modern marketing teams depend on. Most recently, at Epicor, her responsibilities included marketing technology, spend management, digital transformation, AI innovation, and go-to-market operations.

Her experience extends beyond evaluating marketing technology. She understands what it takes to implement it, connect it across departments, and make it deliver meaningful business results.

And there's another important distinction: Kelly joins Propensity as a former customer.

Having experienced the platform from the marketer's seat, she brings firsthand knowledge of both the opportunities and challenges that B2B organizations encounter when implementing sophisticated ABM and marketing orchestration programs.

That perspective will help ensure our product direction remains grounded in what marketers actually need to succeed.

Building What's Next in AI-Powered Go-to-Market

Artificial intelligence is creating an opportunity to rethink how marketing and sales teams operate.

But the greatest opportunity isn't simply producing more content, automating individual tasks, or adding AI features to existing tools.

It's connecting the technologies, data, decisions, and workflows that drive the entire buyer journey.

This is central to Propensity's vision for the next generation of B2B marketing: bringing buyer intelligence, audience development, campaign execution, sales activation, and measurement together in a more intelligent and coordinated go-to-market system.

Kelly shares that perspective.

"The agentic AI shift creates an incredible opportunity for marketing organizations."

For Kelly, that opportunity means rethinking processes that marketers have spent years assembling across teams and technologies—and helping build a more connected approach to marketing execution.

Her experience will be instrumental as Propensity continues advancing AI-powered campaign creation and orchestration, helping organizations turn buyer signals into meaningful action.

Listening to Marketers and Building Alongside Them

A major focus of Kelly's new role will be strengthening the connection between the marketing community and Propensity's product strategy.

That means listening to customers and practitioners, understanding where existing workflows break down, and identifying where AI and automation can make a measurable difference.

In her personal announcement, Kelly emphasized her enthusiasm for collaborating with marketers and bringing their feedback into Propensity's vision and roadmap.

That customer-centered approach aligns with our belief that the next generation of marketing technology should be shaped by the people using it every day.

From demand generation and marketing operations to revenue operations and executive leadership, today's teams are navigating increasingly complex buyer journeys, growing technology ecosystems, and rising expectations for measurable results.

By bringing these perspectives into our product development process, we aim to create solutions that address practical challenges rather than simply introducing new technology for its own sake.

Connecting Intelligence, Campaigns, and Revenue Outcomes

Propensity's platform already helps B2B organizations identify in-market buyers, build targeted audiences, execute campaigns across multiple channels, and connect engagement data with sales activities.

Our broader vision is to make these processes more intelligent, coordinated, and effective.

Rather than requiring marketers to move between disconnected platforms and manually manage every stage of a campaign, we're working toward a more unified go-to-market experience.

Kelly will play an important role in helping shape that direction, ensuring our investments reflect how B2B marketing teams actually plan, operate, and measure success.

For organizations exploring new approaches to account-based marketing, our ABM solutions and Propensity AI platform offer a closer look at how we're bringing intelligence and execution together.

An Exciting New Chapter for Propensity

Kelly's appointment reflects our continued investment in the people, ideas, and capabilities that will shape the future of B2B marketing.

As AI transforms the industry, we believe the organizations that succeed will be those that connect innovation with a deep understanding of their customers' challenges.

By bringing an experienced marketing practitioner into a leadership role focused on market strategy and product direction, Propensity is reinforcing that commitment.

We're thrilled to welcome Kelly to the team and look forward to the insights, collaboration, and innovation she'll bring to our customers and the broader B2B marketing community.

Welcome to Propensity, Kelly!

Help Shape the Future of B2B Marketing

We're always interested in hearing from marketers about the challenges they're facing, the technology they're evaluating, and the opportunities they see for AI-powered go-to-market innovation.

Explore Propensity AI to learn more about our approach to intelligent marketing execution, or connect with our team to discuss how Propensity can support your marketing goals.

About Propensity

Propensity is an AI-powered go-to-market platform built for B2B growth teams. By combining buyer intelligence, contact-level targeting, audience development, omnichannel campaign execution, sales activation, and integrated measurement, Propensity helps organizations turn buyer engagement into coordinated action and measurable business outcomes.

Learn more at www.propensity.com.

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