Senior Product Marketing Manager · Carta

Launching Carta Plugins for Claude

In April 2026, Carta launched three Claude plugins: Cap Table, Investors (Fund Admin) and CRM. As Senior Product Marketing Manager, Todd Farnham led the go-to-market across Product, Creative and Sales, defining research-backed positioning for VC, PE and Fund Admin clients and running a three-phase rollout: a soft launch in April, a main launch in June and a webinar launch in July. He produced the launch creative, including 16 skill videos, 5 internal sales decks and 7 internal interactive demos, and built the Claude-based sales enablement skills from scratch. The results: more than a quarter of Carta's 6,000+ clients adopted the plugins within a month of the main launch, 34% of webinar registrants downloaded a plugin within a week, and 88% of sales reps adopted the new tools.

Role: GTM lead, Senior PMM
Timeline: April – September 2026
Audience: 6,000+ VC, PE and Fund Admin clients
Plugins: Cap Table · Fund Admin · CRM

34%

of 1,074 webinar registrants downloaded a plugin within 1 week

25%+

of 6,000+ clients downloaded the plugins by Jul 29, one month after the main launch

88%

of 42 sales reps (37) used the new tools and Claude skills

skill explainer videos across all three plugins

Workstreams and timing

The launch at a glance: four areas of product marketing work, and seven workstreams across the soft, main and webinar launches. Select a workstream to jump to its section.

Product

Built internal Claude skills

Creative

Produced videos, demos and GIFs

Sales

Enabled reps with decks, training and FAQs

Content

Ran the webinar, web page and email campaigns

Adoption

Three-step rollout: a soft launch to select clients in late April, the main launch by customer email in June, then the webinar launch in July. By July 29, more than a quarter of Carta's 6,000+ clients had downloaded the plugins.

Client adoption

25%+≈ 1,500+ clients downloaded by Jul 29, one month after the main launch

Webinar registrants adopted faster

How access rolled out

Claude skills for the sales team

Reps sold Claude plugins by using Claude themselves, with custom skills built to prepare for and run their deals.

Rep AI-adoption initiative

Getting reps to raise the plugins with customers took longer than getting them to use the tools. From June to August, "AI Plugin" mentions were tracked in Chorus call data and used to coach reps.

Reps who mentioned "AI Plugin" on customer calls

What moved it

MetricShare of reps with at least one "AI Plugin" mention on customer calls each month, from a Chorus keyword tracker

Weekly trainingsEach session paired a new skill with a talk track to use on calls

Objection-handling and battlecard skillsGave reps confident answers, so they were more willing to raise AI

Call snippetsShared strong Chorus examples of reps introducing the plugins

Webinar promotion

“Introducing Carta's Plugins for Claude”: July 29, 10am PT. Promoted to Fund Admin clients, with follow-up through the on-demand recording.

From registration to download

38%

attended live

412 of 1,074

34%

downloaded a plugin within 1 week

≈365 of 1,074

The 6 demos promoted

Board update from a live cap table PE incentive equity SOI + AGM deck Co-investors from SPAs Waterfall in Excel CRM deal record

Jul 17

Event page live

Jul 29

Live, same day as the GA press release

Sep 4

On-demand recording

Sales collateral and training

Built from scratch: there was no plugin enablement before launch.

Built for sales

Sales reps who used the tools and skills

88%37 of 42 reps · each square is one rep

Measured internal use of the enablement tools and Claude skills. Customer-call mentions were tracked separately in section 04.

Asset creation

Launch creative produced across video, GIFs, web and email, covering every major skill in all three plugins.

Video walkthroughs and demosAll 16 skill explainers in the Carta + Claude product tour, plus 7 internal interactive Arcade demos and plugin walkthroughs for the sales team

GIF creationsShort animated loops of key workflows for email, social and the web, including the "Plug in. Skill up." launch banner

Website page and assetsThe Carta plugins for Claude page: copy, visuals and calls to action

Email promotionsSoft-launch outreach in April, the main launch email in June, and webinar invites and follow-ups in July

skill videos

sales decks (internal)

interactive demos on Arcade (internal)