Sales
How Turnitin scaled its go-to-market governance model
By John Rivers — On October 27, 2026
For Turnitin, governing a revenue organization at scale meant making sure every seller was coached and supported based on their role and customers. That's hard when selling activity is spread across scattered tools and workflows.
Anthony Doyle, Senior Director of Revenue Enablement and AI Transformation at Turnitin, and his team set out to build one trusted foundation. They captured emails, meetings, and deal signals in a single source of truth, designed governance around the sales hierarchy from day one, and defined a framework of approximately 40 skills, so sellers are evaluated in a consistent manner.
Anthony and the team built Helix, an AI coaching platform that gives sellers next-best-action guidance as they prepare for meetings, all drawing on the same trusted data.
Because of this work, the Turnitin team has been named a winner of the 2026 Governance at Scale Excellence Award at Seismic Shift!
We caught up with Anthony on how the team designed governance, defined success and put AI coaching to work.
How does Turnitin's revenue enablement ecosystem fit together?
Our revenue enablement ecosystem provides the single source of truth for how our revenue organization is performing, how it's selling, and how sellers are activating the selling motions in the field. On top of that, we've built an intelligence and coaching platform called Helix. It feeds off that single source of truth and ingests all of that data to provide it centrally across our environment.
What is Helix, and how does it support sellers?
Helix is an AI intelligence and AI coaching platform that supports our entire sales organization in selling Turnitin. It takes the data from our single source of truth and brings it into an environment while sellers are selling, or while they're preparing for their next meeting. It helps them understand the next best action and gives them support 24/7 in their sales coaching efforts.
Why does a single source of truth matter for governance at scale?
It provides a single version of the truth of all sales activities, through meeting intelligence and deal intelligence. It captures all selling activities, from emails to Zoom meetings, and brings them together in one place.
That's very important for governance at scale. If you're looking to drive AI coaching conversations, or to understand the key themes operating across the environment, such as how customers are engaging or how competitors are entering the fold, it's essential that it comes from the activity that's actually happening.
We can then make decisions based on fact versus feeling: how we assess sellers, where they can be supported to improve their skills, and how managers can support them in the right way.
It also means that when we assess a seller in a particular skill, whether they're a customer success manager or an account executive, we do it in a like-for-like way. We don't have one approach here and a different approach there. We govern our skills and competency framework from that same single platform.
How did Turnitin design its governance model?
We really want to use the same approach across the board when it comes to important decisions. So we started out intentionally and early by designing from our sales hierarchy and our sales roles and responsibilities, and we structured groups, permissions and control sets accordingly.
When we reason on sales performance data and sales skill signals, we make sure it comes directly from the system at the core of our operation, which is Highspot by Seismic. Every single day, we run pipeline into all of our systems directly from the data held there. We bring in the sellers, teams, roles and hierarchies, so that when we present information in systems like Helix, it only presents information specific to that individual.
The controls don't stop at the source. They get pulled into the external systems that link directly into it. Role-level security and the skills attached to different roles all come from there. We take a daily feed from the data lake, we use the API, and we also use scraping technology we've built that takes data out of meeting intelligence and matches it to accounts and deals, so everything is joined up and unified. That's what enables us to drive governance at scale from a single source of truth.
How does Turnitin define and measure success for its sellers?
It's important that we agree on what success is. We start by defining the shape and skill set we expect sellers to have, and how we expect them to perform at different points in the sales cycle. We've done that through a skills and competency framework. We're an early adopter of the skills and competency capabilities of the platform, and we've baked that centrally into our ecosystem. We have around 40 skills across multiple sales roles, with well-defined, calibrated skills rubrics.
Those rubrics enable agentic assessment of sellers' skill execution. We also have a Turnitin Sales Skills Academy, with formalized learning paths that define the core curriculum for a seller. At the end of each core course, they do a skills assessment. That's an opportunity for sellers to put their best foot forward and show how they're delivering these skills in the field, with their best examples directly out of meeting intelligence. But we're also constantly looking at every engagement to see whether those skills show up and how the seller executed them, using agentic assessment.
How does that data turn into coaching and next best actions?
That activity layer gets ingested and reasoned upon inside Helix, and all of that information drives coaching and next best actions. Deal briefs come from MCP calls into the deal intelligence layer, and meeting intelligence data drives coaching conversations that sellers can have with our AI coach inside Helix.
We can also use this information at a macro level, breaking outside the deal layer or the meeting layer to ask big, corpus-wide questions, such as how sellers are driving conversations on new products and what key themes are surfacing across the organization.
Congratulations to Turnitin! Explore other award winners in the Seismic blog.