Sarah Goodall
CEO & Founder, Tribal Impact
Sarah Goodall is a speaker, author and founder of Tribal Impact, a boutique B2B consultancy that tackles the trust, reach and credibility gap facing brands in an AI-driven world. Using proprietary models, backed by three years of benchmark data and a decade of experience, Tribal works alongside CMOs to scale brand trust through employee influence and advocacy.
Before founding the company, Sarah spent two decades in global marketing roles at IBM, SAP and Hitachi, where she saw authentic employee voices consistently outperform corporate messaging. She is co-author of The Employee Influencer (Kogan Page, December 2026) and speaks regularly to senior marketing audiences on employee influence and trust-led marketing.
