# Andrea Tarrell

> Andrea Tarrell is a Salesforce and marketing-technology entrepreneur who founded The Spot for Pardot and Sercante, growing the consultancy from a specialist idea into a 90-person firm before its 2024 acquisition by Trilliad. A Salesforce MVP, Marketing Champion and member of the 2023 EY Entrepreneurial Winning Women North America class, she is known for pairing technical fluency with a human-first view of change, leadership and customer work.

- **Role:** Former CEO of Sercante and former President of Tech Services at Trilliad; next role not publicly announced
- **Organizations:** Sercante, Trilliad, The Spot for Pardot, Salesforce, MarDreamin', YPO, Entrepreneurs' Organization
- **Education:** Studies in political science and Spanish literature, Marquette University
- **Known for:** Founded Sercante in 2017 and reported reaching $1 million in revenue during its first year., Grew Sercante to 90 employees by the end of 2024 and reported seven consecutive years of more than 20% growth., Built Sercante into the third-largest woman-owned Salesforce systems-integration consulting partner at the time of its acquisition announcement.

## Career timeline

- **2011** — Attended Dreamforce after volunteering to learn a newly purchased Salesforce system; discovered marketing automation and became the system's hands-on administrator.
- **2011-2016** — Worked across client-side marketing, digital agency work and Salesforce consulting, including Top Floor and Configero.
- **2016** — Started The Spot for Pardot as an exploratory practitioner blog while considering a consulting business.
- **2017** — Founded Sercante to combine marketing strategy, creative work, Salesforce implementation and analytics.
- **2018** — Recognized as a Salesforce MVP and Pardot Trailblazer in B2B Marketing.
- **2021** — Reported that Sercante reached $1 million in revenue in its first year; the firm had grown to about 40 people.
- **2023** — Selected for the EY Entrepreneurial Winning Women North America Class of 2023.
- **2024** — Sercante was acquired by Trilliad; Tarrell led its technology consulting service line and served as a board advisor.
- **2024** — Reported Sercante's seventh consecutive year of 20%+ growth, its 90th employee, 50+ new AI certifications and its largest multi-cloud project to date.
- **2025** — Reflected publicly on the first year after the Trilliad transaction and on integrating an acquired founder-led company.
- **2026** — Discussed AI adoption, trust and organizational change on OpsCast, then announced she was stepping away from Sercante and Trilliad after eight years, eight months and eight days.

## Achievements

- Founded Sercante in 2017 and reported reaching $1 million in revenue during its first year.
- Grew Sercante to 90 employees by the end of 2024 and reported seven consecutive years of more than 20% growth.
- Built Sercante into the third-largest woman-owned Salesforce systems-integration consulting partner at the time of its acquisition announcement.
- Led Sercante through its 2024 acquisition by Trilliad and subsequently led Trilliad's technology consulting service line.
- Selected for the EY Entrepreneurial Winning Women North America Class of 2023.
- Named a Salesforce MVP and Marketing Champion; publicly listed as holding 17 Salesforce certifications in 2024-2025.
- Founded The Spot for Pardot and helped create MarDreamin', practitioner-focused community and education platforms.
- Sercante ranked No. 2,970 on the 2024 Inc. 5000 list.

## Latest updates

- **2026-08** — Announced that she was stepping away from her roles as Sercante CEO and Trilliad President of Tech Services after eight years, eight months and eight days, with no next role yet announced.
- **2026-06** — Appeared on MarketingOps.com's OpsCast to discuss AI adoption, organizational trust, risk tolerance and the human side of operational change.
- **2025-08** — Discussed scaling without ego and adaptive leadership on the Growth Think Tank podcast.
- **2025-05** — Published a first-person reflection on the first year after Sercante joined Trilliad.
- **2025-05** — Hosted a Salesforce Marketing Cloud fireside chat at MarDreamin' Summit in Atlanta.

## Links

- Website: https://sercante.com
- LinkedIn: https://www.linkedin.com/in/andreatarrell
- Twitter/X: https://twitter.com/andreatarrell
- Instagram: https://www.instagram.com/andreatarrell/

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Profile page: https://yespress.io/andrea-tarrell
Published by YesPress — https://yespress.io
Last updated: 2026-08-22