If you’ve traveled anywhere, you’ve likely interacted with Sabre, a leading technology solutions provider in the travel industry. So we’re very excited to bring this week’s guest and Miller Heiman Group Icon Nick Gregory, global sales enablement leader at Sabre, on the show to talk to host Greg Moore about his company’s sales transformation journey.
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As a sales enablement leader, Gregory works across multiple business divisions at Sabre. He discusses how he changed the perspective internally that sales enablement is purely training, evolving it to a strategic practice within Sabre that aligns with the company’s overall objectives.
Gregory explains why he believes sales enablement should report to sales leadership. It’s much more than training; it’s about immersing sales enablement into other areas of the business to make improvements to the tech stack, messaging and selling behavior.
Sabre’s Sales Enablement Journey
Sabre’s strategic imperatives called for a solution that bridged methodology and sales technology tools to improve strategy and aggressively push deals through the pipeline. Gregory shares the key discoveries they made in pursuing this strategy, including using Miller Heiman Group methodologies as a starting point, how to measure performance and how to improve seller performance and pipeline growth. The process takes a full team— from learning and development, coaches and a partnership with Miller Heiman Group, to roll the process out and to sustain it long-term.
Assessing the Transformation Journey
Gregory discusses the “steering committee” at Sabre, which consists of cross-departmental leaders who meet to flag commonalities and identify gaps. These regular check-ins allows the leaders to hold each other accountable and ensure that they ask the right questions, and that sales managers coach their sellers, which helps improve win rates. He stresses that it’s a continuous learning experience for everyone, and is something that everyone needs to believe in.
Keeping Your Transformation on Track
Sales transformation isn’t a one-and-done initiative but an ongoing process. To embrace a culture of continuous improvement, Gregory shares three approaches Sabre implements to make sure they stay on track:
- Win Rooms: Weekly or bi-weekly meetings with sales and cross-departmental leaders to review opportunities
- Formal Check-ins: 1:1s with individual members of the steering committee, to check-in on progress and align on next steps
- Methodology Reinforcement: Ongoing sessions with frontline sellers to focus on spot checking and to ensure they continue to adopt the methodology
What’s Nick Gregory’s Move?
Each episode ends with our guests offering their best advice in a segment we call “What’s Your Move?” In this episode, Gregory shares his advice for a sole sales enablement individual or small team:
“Identify who the key stakeholders are, and then align to their causes and provide solutions—see what magic can happen from there.”
Outline of Episode
[2:04] Gregory’s attraction to the sales enablement role
[3:45] Expanding sales enablement into other areas of an organization
[6:45] Sabre’s transformation journey and goals
[11:52] Evaluating the transformation
[14:44] The importance of continuous improvement
[18:01] Nick Gregory’s Move that Moves the Deal