How FCM Travel Scaled Global Sales Enablement with Highspot

Scaling the impact of existing programs

As a global travel leader, FCM Travel faced the classic challenge of scale. To combat it, the organization tasked its enablement team with delivering training and coaching across continents. Along the way, the team partnered with Highspot and began using the unified platform to develop and deploy global training programs. “We are leveraging Highspot across our sales organization globally now,” began Carrie Kuhrt, sales enablement, Americas at FCM Travel.

Over the course of their partnership with Highspot, the team has established its enablement brand and created a trusted source of truth for reps working all over the world. “We branded our training and coaching as ‘Take Flight,’” explained Kuhrt. “That’s where reps go to learn, upskill, and onboard—whatever it might be. It helps guide our users to where they need to be for training and coaching.” 

As AI mitigates some of the problems of scale, the team is entering a new phase in their enablement strategy. They’ve already developed robust training and coaching programs; now, they’re aiming to develop a workflow for delivering personalized feedback that meets reps where they are. “Not every single person is the same,” continued Kuhrt. “You want to be able to train everybody in the way they need so they can understand any initiative.”

To support this push for personalization on a global scale, the team is turning to AI. “We don’t have time in enablement,” added Kuhrt. “We’re limited in the amount of time in a day. We can’t make that change, but we can improve upon what we have.” And that’s precisely what the team is doing: Using Highspot’s AI-powered Meeting Intelligence to improve upon and amplify their programs.

Piloting a new, AI-powered strategy

FCM Travel’s enablement team saw the potential of Meeting Intelligence. But to drive adoption, they knew they first needed buy-in. Rather than mandating change, they began with a pilot. “We like to roll out our initiatives through pilot programs,” shared Kuhrt. “For the Meeting Intelligence pilot, we’ve chosen champions in different roles within the sales organization and across each region. They’ll help us navigate best practices and figure out what works well.”

As the pilot progresses, the team is learning how users leverage Meeting Intelligence to deliver personalized feedback in self- and manager-led coaching sessions. Using these insights, they’ll then roll out the feature on a global scale. “It’s brand new,” acknowledged Kuhrt. “We want to make sure it’s as easy of a change as possible. Why not bring in people in the same role, who can help drive the value of it home?” In addition to gathering user feedback, the team is aligning Meeting Intelligence features with FCM Travel’s GTM strategy to ensure that the generated feedback targets the most business-critical skills. “With the Meeting Topics that Meeting Intelligence uses, we’re making sure that we have everything listed that makes the most sense,” added Kuhrt. 

The team’s early diligence will pay dividends down the line. “We’re looking to make sure all the boxes are checked,” shared Kuhrt. “At the end of the day, it’s all about getting feedback from an AI perspective so managers can help drive that feedback home.” As the pilot program progresses, the team plans to track their early wins using Highspot’s Analytics. “With the Initiative Scorecard we can link our initiatives—whether that be training and coaching or Meeting Intelligence and real-world feedback—then see how positively influencing our conversion rate equals won business,” enthused Kuhrt. The team has built the foundation for stronger coaching and in-the-flow-of-work feedback. All that remains is to bring their vision to life. 

Flying higher and winning more

FCM Travel has already achieved incredible results. With the right features at their fingertips, reps execute faster. Digital Rooms, for instance, have helped contribute to a 10% reduction in sales cycle time. “We utilize Highspot for our business proposals, and that’s a differentiator,” “added Kuhrt. “We like to say we’re not just another vendor. We’re a true partner. We can put forth our proposal and have that show through co-branding or the coloring of the Digital Room. We’ve heard feedback from prospects, now customers, that it showed we weren’t just another contract for them to sign.” 

Additionally, training programs like Take Flight have improved performance, resulting in a 50% increase in quota attainment and a 20% increase in win rate. “To be completely honest, Highspot has been a game changer for us at FCM,” shared Kuhrt. “It has helped us connect more on a global scale. It’s just made an enormous difference.” At FCM Travel, enablement innovation is once again on the horizon. As Meeting Intelligence embeds AI into core coaching and feedback workflows, its enablement team is scaling what works. Less lift and greater impact—with AI reducing the challenges of scale, new impact awaits.