Engineering GTM agility: Lessons from scaling at Docusign and Snowflake

From carrying a quota at Microsoft to leading global GTM planning, comp, and systems at Snowflake, James Jackson has seen every side of high-growth—from scale to recalibration. In this episode, he joins Forma.ai CEO Nabeil Alazzam to unpack why sales comp plans should express (not set) strategy, how he helped rightsize GTM at Docusign post-hypergrowth phase, and the metric he used to do it. Plus: rebuilding comp credibility, translating exec priorities for the field, and designing for agility in a consumption-based world. It's a must-listen for GTM, RevOps, and sales comp leaders navigating complexity at scale.

From carrying a quota at Microsoft to leading global GTM strategy at Snowflake, James Jackson has seen the full spectrum of what it takes to scale—and then stabilize—high-growth teams.

In this episode of The Sales Compensation Show, James sits down with host and Forma.ai's CEO Nabeil Alazzam to break down:

Why comp plans should express company strategy—not set it
Lessons from his time with Docusign during a hypergrowth era (and the recalibration that followed)
A “poor man’s LTV:CAC” metric used to rightsize GTM structure
How to restore field trust when comp credibility is lost
Translating executive priorities into clear, motivating plans for sellers, and
Building for agility in a consumption-based sales model

Whether you’re leading RevOps, sales compensation, or GTM planning, James’s insights are gold for navigating complexity with clarity and confidence.