Sabrina W.

About Sabrina W.

Finance & GTM Strategy Leader | Director FP & A, Sales Finance & Strategic Operations | SaaS Revenue Planning | AI-Driven Planning, Forecasting & Automation | SaaS Growth & Strategic OperationsFinance leader with 20+ years of experience across Sales Finance, Corporate FP & A, and GTM Strategic Operations within global technology companies including ServiceNow, Oracle, Cisco, and Symantec. I partner with executive leadership to translate growth strategy into scalable financial and operating frameworks that drive predictable revenue and operational discipline.My experience sits at the intersection of Finance, Sales, and GTM Operations, leading initiatives across annual operating planning (AOP), long-range planning, forecasting, sales capacity and territory planning, and performance management for global go-to-market organizations.I also have deep experience in AI-enabled planning automation and modern financial systems, helping organizations streamline forecasting, automate reporting, and improve decision-making through data-driven insights using platforms such as Anaplan, Pigment, Adaptive Planning, and Oracle Hyperion.Known as a trusted partner to senior executives, I combine strategic perspective with hands-on execution to drive measurable business outcomes.Focus Areas• GTM Strategy & Strategic Operations• Sales Finance & Revenue Planning• Corporate FP & A & Strategic Planning• Cross-Functional Leadership & Executive Partnership• AI-Driven Forecasting & Financial Automation• Sales Capacity, Territory & Quota Planning• Financial Systems Transformation• Hands-on Advanced & Complex Excel-based Modeling

Experience

1. Director, Global Gtm Strategy & Planning

   ServiceNow

   Nov 2019 — Present · Santa Clara, CA, US

   Strategic GTM Strategy & Planning leader partnering with global executive leadership to design scalable planning frameworks that support revenue growth in a fast-paced SaaS environment. Lead global planning across capacity, territory, quota, headcount, and productivity modeling, aligning financial strategy with GTM execution while driving strong cross-functional collaboration across Finance, Sales, RevOps, and Compensation teams.Key Contributions• Lead annual and multi-year sales planning (AOP, MQP, capacity) across Direct Field Sales, Product Specialists, Digital/Inside Sales, Renewals, Services, Channels, and Customer Success; manage planning cadence, calendar, and cross-functional alignment across Sales, Finance, RevOps, and Product.• Serve as a trusted advisor to senior executive leadership, delivering scenario modeling, executive dashboards, and strategic insights through QBRs, MBRs, and planning reviews to inform GTM investment decisions.• Own sales headcount, productivity, and hiring models, integrating coverage ratios, ramp curves, quota, and attainment assumptions to guide hiring strategies and revenue projections.• Drive territory, quota, and planning, using ML/AI-powered account mapping, consistent quota methods, and algorithms to manage seasonality for balanced coverage and scalable growth.• Partner closely with Sales Compensation and GTM leadership to analyze attainment trends, recommend quota guidance, and support incentive plan design that aligns seller behaviors with strategic revenue objectives.• Drive planning systems and process improvements, supporting scalable planning workflows, data governance, and global adoption of standardized planning frameworks.• Leverage AI-enabled analytics and BI tools to automate reporting, improve forecasting accuracy, and accelerate insight generation for leadership teams.• Lead a global team, driving execution, cross-functional collaboration, and ongoing improvement in planning and governance.

Education

• Eastern Washington University

  Bachelor's degree, Finance & Marketing

• California State University - East Bay

  MBA

  2005 — 2006