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Freshworks is a leading provider of cloud-based customer and employee experience software. Known for its modern, easy-to-use solutions, the company helps over 72,000 businesses globally improve customer engagement and streamline operations. In a competitive landscape, Freshworks stands out for its relentless focus on uncomplicated service software at scale.
The Challenge
A Legacy Stack That Couldn’t Keep Up
Leading the charge in transforming global sales at Freshworks is Ian Tickle, SVP and GM International. With a deep background in building and scaling revenue teams, Ian brings a pragmatic and focused vision to sales enablement—one grounded in structure, measurable impact, and a thoughtful approach to technology. For Ian, artificial intelligence isn’t about hype. It’s about removing friction, amplifying what great sellers do best, and enabling sales organizations to move faster and smarter.
When Ian joined Freshworks, he recognized an opportunity to modernize the company’s approach to enablement—to create a high-impact, scalable engine that could support its rapidly growing international footprint. But the systems in place told a different story.
The existing enablement stack was fragmented and outdated. Content was fragmented across many different publishers, with no centralized governance or quality control. Reps often encountered multiple versions of the same materials and were left to guess which one was right. Learning tools lacked structure, personalization, and visibility—there were no certification paths, no progress tracking, and no way to understand how training was impacting performance. Sales managers were forced to rely on static reports and incomplete data, with little insight into team capabilities or coaching needs.
The result was a disjointed enablement experience that couldn’t keep up with the pace of the business. As Ian put it, “Sales teams need more signal, less noise. If a seller has to dig for the right deck or manually piece together a pitch, that’s time and energy lost. Enablement should reduce complexity, not add to it.”
“Sales teams need more signal, less noise. If a seller has to dig for the right deck or manually piece together a pitch, that’s time and energy lost. Enablement should reduce complexity, not add to it.”
Ian Tickle
SVP and GM International, Freshworks
The Solution
Seismic as a Strategic Force Multiplier
Freshworks didn’t just want a better tool—they needed a strategic partner who could help them rethink enablement from the ground up. With the Seismic Enablement Cloud, they found a unified, intelligent, and scalable platform that empowered their global revenue teams to work with precision, engage buyers effectively, and continuously improve performance.
This wasn’t a simple tech switch. It was a foundational reset—one that aligned with Ian’s belief that enablement must be intentional, embedded, and tied to real business outcomes. AI, in this view, wasn’t an abstract future—it was a practical accelerator of what sellers already do best.
Craft Meets AI: A Pragmatic Approach to Modern Selling
Today’s buyers are informed, independent, and fast-moving. For sales teams to meet them where they are, effort alone isn’t enough—they need to move with precision, backed by relevant data and intelligent systems. Ian’s vision wasn’t about chasing the latest AI trend. It was about empowering sellers to cut through noise, focus on what matters, and perform at a higher level.“AI should help sellers spend more time selling—not figuring out what to do next,” Ian said. “It’s about enabling focus, not adding complexity.”
Seismic helped bring this mindset to life. Rather than operating in separate silos, sales reps now engage with AI-powered insights in the natural flow of work—surfacing personalized content, identifying gaps in buyer engagement, and receiving deal-specific recommendations based on CRM data, sales stage, and persona. With Guided Assembly and Digital Sales Rooms, personalization became quick, scalable, and precise.
For Ian, the goal was never just automation—it was better outcomes. “AI can make a real impact when it removes friction from the selling process, helping a seller show up better for the buyer.”
“AI can make a real impact when it removes friction from the selling process, helping a seller show up better for the buyer.”
Ian Tickle
SVP and GM International, Freshworks
A Unified Enablement Engine That Changed the Game
Freshworks quickly began redesigning its enablement programs using Seismic. Training moved from static and siloed to dynamic and personalized. With Seismic’s AI-powered capabilities, onboarding was dramatically accelerated, and skill development became ongoing rather than one-and-done. Reps received curated, role-based learning journeys tailored to their region, experience level, and goals—all delivered within their flow of work.
Equally important was the shift in how enablement was measured. Instead of guesswork, leaders could now see clear indicators of engagement, knowledge retention, and performance impact. This visibility allowed Freshworks to close skill gaps, adjust programs on the fly, and drive continuous improvement across regions and teams.
Seismic also transformed the way Freshworks managed and delivered content. Where reps once navigated a maze of materials, they now received AI-powered content recommendations tailored to deal context, sales stage, and buyer persona. Guided Assembly and Digital Sales Rooms made personalization fast and easy. Automated workflows ensured compliance and consistency, while surfacing the highest-performing content across the org.
“You need to be sure the asset you’re using is the right one—up to date, tested, and proven,” Ian said. “That clarity gives reps confidence, and that confidence comes through in every customer conversation.”
Manager enablement saw a similar leap forward. Sales leaders could now track team performance in real time, identify high-impact behaviors, and scale best practices. Coaching became targeted and data-informed, rather than reactive. Managers could focus on what actually moved the needle, supported by rich behavioral insights and feedback loops.
All of this lived within the tools sellers already used. Seismic integrated seamlessly into Freshworks’ existing customer relationship management (CRM) and partner relationship management (PRM) tools, ensuring enablement happened in context—not as a separate, disconnected workflow.
A Trusted Partner, Not Just a Vendor
For Ian, the value of Seismic went beyond the platform. From the first conversations to rollout and ongoing support, Seismic showed up as a committed, collaborative partner—one that understood Freshworks’ goals and shared their vision for a better way to enable global teams.“Seismic supported the full vision we had for enablement,” Ian reflected. “They weren’t just providing software—they were helping us build the foundation for modern selling.”
The outcome was a radically simplified, more intelligent enablement experience that empowered reps to move faster, operate with greater clarity, and elevate how they connect with buyers.
Ian Tickle
SVP and GM International, Freshworks
The Results
A Modern Enablement Engine, Built for Scale
In just a short time, Freshworks began seeing transformation across its go-to-market engine. Content governance drastically improved, reducing duplication and confusion for reps. Coaching and learning programs were modernized, creating a stronger link between training and performance. Sales and partner teams were empowered with personalized experiences, built on usage insights and real-time feedback loops.Most importantly, Seismic helped shift enablement from a tactical necessity to a strategic advantage. The platform drove significant cost and efficiency savings annually and returned over 57,000 hours to the business. That time was reinvested into deeper customer engagement and smarter selling, cementing Seismic’s role as a critical driver of operational scale.
With Seismic, Freshworks unlocked a future-ready foundation that scales with ambition and reflects the craft of elite selling in a digital age.
