Dive Brief:

• Accounting automation startup Docyt announced Wednesday that it appointed former Salesforce executive Darren Genstil to become its chief revenue officer as part of an executive leadership team expansion.

• Genstil new role involves scaling Docyt’s “growing revenue streams across various customer segments and industry verticals,” the company said in a press release. He started the position in October, after a brief eight-month stint as Docyt’s head of sales, according to his LinkedIn profile.

• “With our accounting platform now mature, we’re ready to scale, and bringing additional depth to our C-suite is the next big step for our business,” Docyt CEO Sid Saxena said in the release. 

Dive Insight:

The Santa Clara, California-based company also announced that it named Baglan Rhymes Gurel its chief marketing officer. She previously co-founded Eddi.ai, provider of an AI-powered platform that offers personalized career guidance based on an individual’s personality.

Together, the hires “significantly expand” Docyt’s executive leadership team as the company positions itself for continued growth in key small and midsize business segments, according to the Wednesday release.

Gensti is the startup’s first chief revenue officer, and the company currently doesn’t have a CFO in place, although it does employ other “finance-oriented individuals,” a spokesperson said. 

Genstil comes to his new role with about two decades of experience as a sales professional, mostly at Salesforce, where he served as vice president of platform sales and vice president of enterprise sales, among other roles. Earlier in his career, he worked for about three years as an instrument product specialist at Ventana Medical Systems, a medical device company that was acquired by Roche in 2008.

As head of sales at Docyt, a role he performed on an interim basis, Genstil implemented sales process improvements that “quickly led to exponential growth,” according to the Wednesday release.

Docyt offers technology designed to streamline and accelerate accounting processes. The finance software startup, which has 200 employees, announced in September that it was incorporating advanced generative artificial intelligence features into its “Precision AI” platform.

Last year, the company announced that it raised $11.5 million in a Series A fundraising round led by venture capital firm Lobby Capital.