In this episode of the "Transcending CRM" podcast, Elliot Spence and JP Owens from Coastal interview Priscilla Ellis, Director of Financial Services at Coastal, about her journey in the financial services industry and her integration into the Salesforce ecosystem. Priscilla shares her background, starting in insurance and moving into banking and lending, which led her to a pivotal role in a Loan Origination System (LOS) implementation that introduced her to Salesforce. They discuss the importance of effective change management, executive support, and cross-team collaboration in successful project implementations. The conversation highlights various challenges and solutions, including their innovative use of Salesforce and nCino during the COVID-19 pandemic to process PPP loan applications efficiently. The episode underscores the value of regular communication, proactive release management, and leveraging internal tools to maximize the benefits of Salesforce within financial institutions.