Terry Toh, smiling, leaning on a desk with a coffee mug in hand

GTM enablement & sales operations · Singapore

I build the layer between your systems and the people who have to use them.

The processes, playbooks and training that turn how your best sellers win into something the whole team can repeat. Eight years of it inside Google APAC, across 16 markets. Singapore, available immediately.

Book a coffee chat See the numbers ↓

About

Eight years at Google APAC taught me the same thing in four different jobs: work gets called finished too early. The system ships. The deal closes. The strategy gets signed off. Nobody has made any of it usable for the people who have to run it on Monday.

That's the gap I kept stepping into. I ran the advertiser incentive programme behind roughly US$2.3bn of contracted revenue across 16 markets, as an individual contributor with nobody reporting to me. When corporate engineering shipped a new contracting system, my job was making it land in APAC: localising the process, writing the SOPs and playbooks, and training the account managers who had to use it every day. Up to 90% of deals moved onto self-serve. Templates went from 125 down to 46.

The clearest version of this was the annual programme launch. Two to three days, sellers and account managers flown into Singapore from across the region, the updated incentive programme taught properly, and the previous year's feedback built into the new one. I was the project lead. 130+ people, 8 modules, and a newsletter the field rated 4.8 out of 5 that kept it alive the rest of the year.

None of that was in my job title. My titles said programme manager and strategist. So when I say enablement now, it isn't a new direction. It's the part of the job I kept volunteering for, finally named.

I left Google in July 2025. I'd started TalkToTerry back in 2021, halfway through my coach training, and run it alongside the day job for four years. I incorporated it and went full-time: no team, no budget, and a brand nobody had heard of. I built the tools I needed rather than wait for budget. I'm not an engineer. I stopped waiting for one.

Operator by profession, organiser by habit, optimist by disposition. The third one is why the training actually lands. I've repositioned myself deliberately three times: out of a science lab, into the operator track, into my own business. The fourth is this. I want to do the last-mile work full-time, for a company growing faster than its systems.

The numbers

The scale I worked at

US$2.3bn
of advertiser revenue governed by the incentive rules I owned: pricing, approvals, contract paper
16 markets
across APAC, from Singapore to India to Australia. 50–60 sellers I worked with directly
130+
sellers and account managers trained across 8 modules at the annual programme launch I led

What changed because of me

20–30% faster
deal cycle, after the self-serve rollout I ran moved up to 90% of deals off manual review
<5% → ~44%
of deals signed before the quarter-end rush. The crunch went from universal to a minority
125 → 46
contract templates, one of the biggest sources of legal delay
~90%
less time spent on incentive reporting once I automated it. Other regions took the same build
41
consultants onboarded from 107 applications screened. Consult with Google for SEA and India, built from scratch on a 20% project
~80%
less time spent analysing deals once I rebuilt APAC's deal dashboards through a systems migration
4.8/5
field rating for the enablement newsletter I wrote
50+
competitive claims written for APAC sellers to use in live pitches

What I bring

On the incentive programme these were one job: I wrote the pricing rules, automated the process underneath them, then trained the sellers who had to run it.

I make it run — the operator

AI tools I build and run myself · Programme management · Deal and revenue operations · Process design and automation · Reporting and analytics · Go-to-market strategy and the business case for it · Full ownership of a business since 2021: pricing, acquisition, delivery, cash

I make it repeatable — the organiser

Playbooks and standards · Documentation that gets used · Knowledge systems · Curriculum design · A single source of truth instead of tribal knowledge

On tooling: Google's enablement stack was built in-house by its own engineers, so I learned the category rather than one vendor. Since leaving I've chosen and rolled out an LMS end to end for a coaching school, and built my own CRM and marketing tools. I pick systems up fast because I've had to build them.

I make it stick — the optimist

Live facilitation and train-the-trainer · Change communications and manager buy-in · Community of practice · ICF-credentialed coach (ACC) · ADPList Top 100 Programme Management Mentor, peaked Top 10 in Q1 2026

Career

Current

  • 2026 ~ Present
    Humancentric MovementFounding Faculty · part-timeA professional coaching school. I designed the curriculum and have trained 40+ coaches across 3 cohorts, and chose and rolled out their LMS.
  • 2021 ~ Present
    TalkToTerry Coaching & ConsultingFounder · side practice from 2021, incorporated and full-time since 2025Coaching and consulting practice for career transitions into tech. Returns to evenings and weekends when I take a role.

Previously

  • 2024 ~ 2025
    GoogleProduct Strategy & Operations Associate, APAC
  • 2020 ~ 2024
    GoogleMedia Incentives Programme Manager, APAC
  • 2018 ~ 2020
    GoogleDeal Operations & Analytics Lead, APAC
  • 2017 ~ 2018
    GoogleDeal Analyst (contract)
  • 2015 ~ 2017
    Singapore AirlinesOperations Analyst, Customer Contact Centre

NowUpdated July 2026

  • Looking for a full-time role in GTM enablement as a senior individual contributor. I'd rather build the function first; managing a team can come later. Singapore citizen, no visa sponsorship needed, available immediately.
  • Best fit: a company growing faster than its systems, where enablement is early. Either it's being built, or it was built and it's now buckling.
  • I ran the coaching practice alongside a full-time job at Google for four years before it went full-time in 2025. It goes back to a side practice the day I take a role, and the Humancentric faculty work is part-time and stays that way. I'll put both in writing on day one.
  • Building my own tools with AI instead of buying them: a link tracker, a content scheduler, this site. Each one replaced a subscription.
  • Recruiters: email me and my full CV, salary expectations and start date come back in the reply.

The fit

This is a fit if you're growing faster than your systems: your best sellers win, but nobody has written down how. Onboarding is a person rather than a process. Enablement hasn't been built yet because there's never been time. That's the shape of problem I spent eight years solving at Google, and the one I've been solving for my own business since.

It isn't a fit if you need someone carrying a quota. I've never held the number myself. I've spent eight years inside the deals of the people who do.

Book a coffee chat

Twenty minutes, your questions, straight answers on whether this is a fit.