Aaron Farley

GTM Enablement Leader & Advisor | First Principles Builder | Revenue-Tied Programs Across Sales, SE, CS & Partners | Building for the AI-Enabled GTM Org

San Francisco5.2k followers

Independent Consulting

ex-Alloy

ex-Amplitude

GTM Enablement leader with 15+ years building and scaling enablement organizations that accelerate revenue, reduce ramp time, and strengthen enterprise selling motions across Sales, SE, CS, and Partner teams.
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I started my career in product internationalization, program management, solution engineering, and direct sales before moving into enablement. That end-to-end perspective shapes how I build — and how I think. I approach GTM enablement from first principles: rather than inheriting frameworks or retrofitting training programs, I start with the question of what each role actually needs to execute at their best — at hire, at month six, and three years in. That means onboarding is just the entry point. The harder and more valuable work is everboarding — the continuous development systems that keep experienced reps sharp, help teams adapt to market shifts, and translate GTM strategy into daily execution. I design for the full performance lifecycle, not just the ramp. The work I care most about sits at the intersection of people, process, and performance: programs tied to revenue outcomes, not activity metrics; conversation intelligence and CRM data unified into a single source of truth; enablement in the room for GTM decisions, not downstream of them. I'm also focused on where AI is taking this function. I use generative AI to personalize coaching at scale, accelerate content creation, surface pipeline insights, and drive more consistent deal execution. The enablement leaders who can't quantify impact will be replaced by the ones who can automate it.

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INDEPENDENT CONSULTINGJOB
1. Fractional GTM Enablement…
  1Y
ALLOYJOB
1. Head of GTM Enablement
  9M
AMPLITUDEJOB
1. Dir, Global Sales Enablement
  1Y
APPFOLIOJOB
1. Sr. Dir, Sales Enablement…
  1Y
ON SABBATICALJOB
1. Sabbatical / Volunteer Work
  11M
TANIUMJOB
1. VP Global Sales Enablement
  3Y 7M
CONGAJOB
1. Head of Global Enablement
  2Y 8M
INSIDEVIEW,JOB
1. Dir, Sales Enablement
  1Y 5M
SALESFORCEJOB
1. Sales Productivity Senior…
  10M
2. Sales Productivity Mgr
  1Y 8M
3. Account Executive
  1Y 8M
SUN MICROSYSTEMSJOB
1. Sales Account Executive- I…
  1Y 7M
2. Systems Eng- Western Area…
  2Y 2M
3. Globalization Program Mgr
  4Y 11M

Job: Independent Consulting — Fractional GTM Enablement Consultant · 2025-10 – present · 10 mo — Fractional partner to growth-stage B2B SaaS companies. Embedded across Sales, Marketing, and CS to build the systems, content, and infrastructure that drives pipeline consistency and rep productivity. Designed and deployed end-to-end Sales Playbooks for enterprise SaaS sales teams — covering gated pipeline stages, ICP and Persona frameworks, Hunter/Farmer motion design, structured discovery methodology, and competitive positioning — launched to full teams within 60 days of engagement start. First Call Discovery Decks, prospect-facing Business Case frameworks, and executive presentation decks to shorten sales cycles and improve close-rates at the C-level. Established rep coaching cadences…
Job: Alloy — Head of GTM Enablement (Head of GTM Engineering) · 2025-01 – 2025-10 · 9 mo — Led global enablement across Sales, SE, CSM, and Partner teams during Alloy’s shift to Enterprise selling and AI-first workflows, developing and evolving programs that reduced ramp, elevated value selling, and created consistent GTM execution at scale.
Job: Amplitude — Director, Global Sales Enablement · 2023-12 – 2024-12 · 1y — Led the global team supporting our GTM segments, partnering with Sales, PMM, and Product teams to drive outcome consistency, accelerate rep readiness, and build a high-performance, high-trust culture in support of major product initiatives.
Job: AppFolio — Sr. Director, Sales Enablement & Productivity · 2022-10 – 2023-10 · 1y — Led a global enablement organization, evolving the function from reactive training to proactive, revenue-aligned enablement. Designed and launched a company-wide Sales Training and Certification program spanning pitch, discovery, negotiation, and storytelling. Elevated frontline leadership through a Sales Leadership Playbook and external 1:1 coaching, and strengthened GTM alignment via weekly Sales Success Calls highlighting wins, product updates, GTM motions, and competitive insights.
Job: On Sabbatical — Sabbatical / Volunteer Work · 2021-10 – 2022-09 · 11 mo — Took a planned sabbatical after several high-growth enablement leadership roles to rebalance, spend time with family, travel and volunteer. Returned with renewed energy and perspective for scaling teams and building high-impact enablement programs.
Job: Tanium — VP Global Sales Enablement · 2018-02 – 2021-09 · 3y 7mo — Alignment with top executive leadership to identify, develop, deliver and measure to the ever-evolving GTM goals and priorities of a company with 100% YOY growth. • Grew the sales enablement team to a fully operational GTM enablement organization. Increasing the roles to provide turnkey enablement programs that identify, develop, deliver and measure impact. • Based on business climate and need, pivoted from in-person training programs to 100% remote learning by utilizing (and in many cases pioneering) best-in-class, cost effective, training technologies and evolved techniques, to reduce time out of field while increasing retention, effectiveness and maintaining culture. • Focused on reduci…
Job: Conga — Head of Global Enablement · 2015-06 – 2018-02 · 2y 8mo — Focused on driving the success of the Apttus Go-To-Market strategy. Lockstep with leadership, business operations, professional services, marketing and employee success; to support the global teams and Partners by delivering programs and coaching focused on onboarding, improving product knowledge, process, sales competence, sales confidence, executive-level selling, customer success and development. • Renovated global onboarding and training programs to decrease time of new hire ramp to success • Developed and drive role specific training paths • Rolled out Gold Standard Sales Playbook • Tracking and evolving training strategies based on real-time field data • Running weekly all company “Su…
Job: InsideView, Inc — Director, Sales Enablement · 2014-01 – 2015-06 · 1y 5mo — Key partner to sales leadership, sales engineering, and business operations which supports the direct sales teams by delivering programs and coaching focused on improving product knowledge, sales competence, sales confidence, and executive level selling. • Evolved annual sales team certifications for corporate and product pitches, as well as introduced a marketing solution certification for all sales roles. • Managed the development, implementation, training and ongoing improvement of a global sales quoting tool. • Developed and administer of bi-weekly Lunch and Learn trainings to both local and remote teams, focused on product acumen, competitive Intelligence, objection handling and sales…
Job: Salesforce — Sales Productivity Senior Manager – Commercial Named /Geo · 2013-03 – 2014-01 · 10 mo — Sales Productivity Senior Manager – Commercial Named /Geo Leader in the sales productivity team focused on Developing, Distributing and Delivering scalable Training, Development and Productivity tools to benefit the Global Sales Organization. -Onboarding and Sales Skills Development for West Coast Commercial and Named Geo Reps: 12 teams with 125 AE’s. -Development and Delivery of bi-weekly global webinar training: 15 Topics key to succeeding as an AE at salesforce. -Deliver / discuss the salesforce on salesforce story to customers at the SF Executive Briefing Center. -Deliver intro salesforce App trainings and discuss onboarding journey to New Hire Boot Camp. -Development, coordination and…
Job: Salesforce — Sales Productivity Manager – Global Onboarding · 2011-07 – 2013-03 · 1y 8mo — Responsible for Global Training, Development and Productivity for the Global Sales Organization. Focused on driving the global sales onboarding program, North American and APAC Sales Productivity programs and ongoing skills training. -New Hire Boot Camp- development of content and delivery of training sessions. -Onboarding and Sales Skills Development for global Account Executive community. -Traveling to deliver ongoing training workshops to sales teams throughout the US, APAC and EMEA. -Moved to Chicago, on short assignment to open the new Salesforce.com Chicago Hub – Onboarding and training all the new Account Executives and Managers, introducing company culture and helping to drive overa…
Job: Salesforce — Account Executive · 2009-11 – 2011-07 · 1y 8mo — -Peak Performer (Sales Club) FY11 Corporate Sales, North America. -Managed over 200 installed accounts and grew my territory by 30%. -Developed and managed relationships within our Small to Medium business segment. -Ran complex sales-cycles and presented to C-level executives the value of the enterprise suite of Salesforce.com applications. -Forecast sales activity and revenue achievement, while creating satisfied and referenceable customers.
Job: Sun Microsystems — Sales Account Executive- Internet Industry · 2007-10 – 2009-05 · 1y 7mo — -Developed, owned and implemented strategic account plans to enter and expand activities throughout 12 net new accounts. -Increased pipeline from zero to $21 million over a 1 year period. -Facilitated and delivered a multiyear, multimillion dollar, first of its kind, 5 petabyte modular data storage solution. -Expanded customer opportunities and generated net new revenue streams through the effective identification and pursuit of new business, partner and market opportunities- Software, services, storage and hardware. -Leveraged partner community to increase reach into accounts 150% over 4 month period. -Interacted and briefed customer CEO, CIO and CFO level contacts on technical and strateg…
Job: Sun Microsystems — Systems Engineer- Western Area Sales · 2005-08 – 2007-10 · 2y 2mo
Job: Sun Microsystems — Globalization Program Manager · 2000-09 – 2005-08 · 4y 11mo
School: California State University, Monterey Bay — Bachelor of Science, International Entrepreneurship
School: Montgomery High School

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SalesforceSales ProcessesInsideViewMEDDIC Sales MethodologySales EnablementSales ProcessSolution SellingEnterprise SoftwareChatterStrategic PartnershipsCloud ComputingNew Business DevelopmentSales OperationsEnablement Metrics Certified: MastersArtificial Intelligence (AI)LeadershipCRMSalesSaaSStrategy

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Aaron Farley

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