Tom George is the Founder and Principal of GoMo Consulting. A management consulting firm specializing in Sales Enablement.

In this interview, Tom shares his insights and experiences as a Sales Enablement leader and consultant. He discusses how his background in Product Marketing helped him have a successful career in Sales Enablement which he describes as the "Strategy to Execution Arch."

Tom also talks about the future of Sales Enablement and how it should be a strategic priority within the business, rather than just the last stop.

He shares his strategies for landing big clients as an independent consultant and goes in-depth on his experiences leading a project with Microsoft that involved 36,000 salespeople. Tom also shares important lessons he learned from his time on these projects, including how to measure sales enablement and what KPIs to use.

The interview concludes with a lively discussion on AI in Sales Enablement which segways to an interesting debate on whether or not AI will replace jobs in sales.

If you're interested in sales enablement or sales enablement consulting, this interview is definitely worth a listen.

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Time Stamps:

[:30] Tom talks about how his background and how coming from Product Marketing helped fuel his career as a Sales Enablement leader and consultant. He describes it as the “Strategy to Execution Arch.”

[8:12] Tom talks about where he thinks Sales Enablement can go in terms of being a strategic priority within the business. Normally it’s the last stop when everything should go through it.

[10:30] He shares his strategy for landing big client projections at big enterprise companies like Microsoft, VMware, and PayPal as an independent consultant. Every independent consultant is thinking about how to acquire new clients so you’ll want to listen to this part if that’s you or if it might be you one day.

[15:00] We dug into one of his big projects at Microsoft where the scope included 36,000 salespeople. That wasn’t a typo. Yes, 36k! It’s kind of a big deal. They did $26B in revenue the year before. The sales operations team had 2,600 people alone.

[17:56] He discusses how he was brought in to establish a Project Management Office (PMO) within the Sales Operations organization to get their arms around all the programs that were landing on one or more of the teams.

{21:15] One of the important lessons he learned from his time on those projects was how good large companies are at ‘If-then Planning” which includes a particular focus on identifying dependencies.

{22:20] Tom breaks down how to look at measuring sales enablement and what those KPIs should be. He has a full video on the topic called, “6 Sets of Metrics for Managing Sales Enablement” that explains this in detail.

[29:30] We quickly talk about Sales Enablement & Content Management tools and how they should be leveraged to drive guidance. This leads to discussion about how AI will enable sales enablement strategies and impact sales jobs.

[43:00] How he learned a valuable lesson to always be prospecting as an independent consultant. He came off a big project and didn’t have a pipeline. From there he breaks down how he’s developing new business for his newest venture GoMo Consulting today

Mentions:

Video - “6 Sets of Metrics for Managing Sales Enablement” - https://share.vidyard.com/watch/71EESozaYtDnWDwL27cZBE

Guest Bio:

?Tom George is an experienced independent consultant, with a background in GTM Ops and Sales Enablement. He has worked on big projects for leading technology companies such as Microsoft, VMware, PayPal, Avaya, and Cisco. In his role at Microsoft, he set up a project management office in Sales Ops for their enterprise products group. He has also served as Founder/System Integrator for GTM Ops and Sales Engagement tech at Enablio, VP of Customer Enablement at Tribyl, and VP Global Sales Enablement at Skedulo, where he led a team of 3 and enabled 40 SDRs, AEs, and SEs. Currently, as Principal Consultant at GoMo Consulting, he provides consulting services for go-to-market, product marketing, and sales enablement.