Hi, I'm Iliyana!

I left Bulgaria at 19 with a suitcase and a plan that changed about twelve times after that. Germany, the UK, Ireland, the Netherlands, Spain — six countries, five languages, and one consistent brief in every role: take something that doesn't exist yet and make it work at scale.

While building programmes and leading teams during my time at HubSpot, Cisco and ServiceNow, I became completely convinced that Customer Success is the most misunderstood function in SaaS.

Here's what twelve years taught me: CS has a brand problem. It gets positioned as the relationship team, the renewal team, the make-customers-happy team. Meanwhile the CFO is asking why it exists on the P&L. AI is changing that — not because it's magic, but because it's forcing CS leaders to finally answer the question boards have been asking for years: what is this function actually worth?

CS in the AI Era is my answer. A newsletter and community for CS leaders who are done being the nicest team in the room and ready to be the most valuable one.

I write every Tuesday. I live in Jerez de la Frontera with my husband, our two daughters, and an unreasonable amount of ambition. Everything I publish has genuinely earned its place in my week.