On Monday InsideSales.com, a startup that sells cloud services to help sales teams prioritize meetings, named the woman leading its global expansion as its first chief operating officer.
Lindsey Armstrong has been with Utah-based software company for the past year, when she was tapped to build the company’s presence in Europe. Under her guidance, the company has opened offices in London and Reading, U.K. (Stateside, InsideSales.com has offices in Salt Lake City and San Mateo, Calif.) It currently has 650 employees.
She previously held leadership positions at Oracle, Salesforce, Symantec, and Veritas. At the latter company (eventually acquired by Symantec), she was responsible for growing sales in Europe, the Middle East, and Africa from $20 million to $2 billion.
As COO, Armstrong’s mandate is to scale the company’s operational processes. “Her unique blend of strategic vision and operational acumen will help us institute the systems and processes to fuel the next stage of our growth,” said InsideSales.com CEO Dave Elkington, in a statement.
Get Data Sheet, Fortune’s daily technology newsletter.
InsideSales.com specializes in predictive analytics that can help sales teams identify when a prospective customer prefers to be contacted, and the method (phone call, email and so one) that they prefer. The service also interprets information about events, such as the loss of a local sports team or foul weather, that might affect someone’s attitude.
InsideSales.com works closely with purveyors of software and marketing applications, including Salesforce, which is a financial backer. Three of the company’s biggest accounts are ADP, Groupon, and Microsoft (also an investor). So far, InsideSales.com has raised more than $200 million, including a $60 million Series C round last March. Its last publicly declared valuation was north of $1 billion.
Aside from establishing its U.K. presence, Armstrong said the company is signing new customers in Germany and the Netherlands. “The way I look at growth is that it’s less about geographic growth and more about where our customers need us to be,” she told Fortune.
The company began accelerating its global business when it hired sales leader Jim Steele, who was Salesforce’s chief customer officer, in December 2014.
Predictive analytics is one of the hottest buzzwords right now in the world of customer relationship management software, mainly because it helps automates tasks such as scheduling or follow-up. Salesforce is prioritizing automation and analytics features in future releases of its flagship software.
