Dovetail
How Dovetail built a champion-led growth machine
Featuring
Jeremie Gluckman
Community and Events Lead
“Our champions deserved a one-click experience—no friction, only seamless engagement.”
How Dovetail Scaled Community‑Led Growth with Tightknit
Dovetail didn't just build a community — they turned it into a revenue engine. With 14,000 community contacts influencing over $4 million in net-new land and expansion revenue, the numbers speak for themselves. But it wasn't just about the money. Jeremie and the team hosted over 60 events with 18,600 total attendees, creating a peer learning ecosystem that made product education feel organic instead of forced. A badge-based certification program automated champion recognition so the team could focus on strategy instead of manual follow-ups. The whole experience was designed around one principle: zero friction for champions. One-click flows, automated prompts, and seamless engagement meant the community practically ran itself while delivering real business outcomes.
Impact
Engaged 14,000 community contacts that influenced over $4 million in net-new land and expansion revenue
Hosted 60+ community events with 18,600 total attendees, scaling peer learning and product education
Launched badge-based certification program that automated recognition and boosted champion engagement
“Our champions deserved a one-click experience—no friction, only seamless engagement.”
Jeremie Gluckman
When your champions do the selling for you
Dovetail didn't want to be the only ones throwing the party. They built a champions program where community members could propose, plan, and host their own events, from local meetups to text-based AMAs to co-hosted sessions with other communities. With 60 active champions now running programs on their own, Dovetail's community team shifted from doing everything to enabling everything. More events, better engagement, and a community that doesn't need hand-holding.
Impact
Champions self-organizing events across time zones
Co-hosted events with communities like Lenny's for cross-pollination
Shifted from high-volume to targeted executive dinners and roadshows
“We stopped asking people to attend events. Our champions just started running them on their own.”
Jeremie Gluckman
Turning community into a product growth engine
Jeremie's team doesn't run community for the vibes. They track three things: new free workspaces, conversions from community registrants to paid customers, and deep product engagement. By wiring up SSO so every community signup gets a path into the product, and turning event recaps into blog content that drives real traffic, Dovetail built a pipeline where community activity directly fuels product growth. No guessing, no vanity metrics. Just results their leadership actually cares about.
Impact
SSO integration converting community registrants into product signups
Event content repurposed into blog posts that drive product engagement
Direct attribution from community activity to new workspace creation
“Community isn't just a nice-to-have for us. It's a direct line to product adoption.”
Jeremie Gluckman
