Let's Talk Enablement. Software Enablement with Dror Sabbag.

We understand that end-users may have different goals, different work-habits and different product knowledge.

Peleg Samson
April 14, 2022
min read

Less than 10 min read with plenty of insights! Let's get to know Dror Sabbag a little better.

Can you tell us a bit about your background?
Where do you work? What’s your role? And how long have you been in the industry?

My name is Dror Sabbag, VP of Customer Success at Surecomp where I work for the last 16 years.

My career with Surecomp had a few major milestones: Developer -> Team Leader -> Project manager -> Delivery Manager -> Director of Delivery.

All of these roles were always customer-facing: conducting workshops, demos, implementations, on/offsite consultancy, steering meetings, escalation calls, strategy meetings, etc’.

Customers were always my passion. This led me to relocate to Sweden, Norway, China, Thailand, Hong-Kong and Germany. – WHAT A RIDE!

The organization under my leadership consist of >100 team-members across 8 offices globally. My team is in charge of onboarding, implementations, professional services, integrations, training and support.

Recently we launched a trade-finance SaaS platform for banks, and a new collaborative platform for Financiers and Corporates.

We're bringing something BIG to the world of Trade Finance, breaking the silos and enabling trade for the small and mid-size banks and corporates.

For this, I have been recently promoted to the role of VP of Customer Success and I'm currently working to maximize our customer's experience and value from our SaaS platforms.

I have two hats at Surecomp, if I wear my 2nd hat for a second, I'm leading the organizational excellence competence center.

- Assuring agility is always our way of life (certified SPC).

- Cross office collaboration is in our nature.

- Customer centricity and emotional experience is in our blood.

Last (but definitely not least) every Sunday I'm leading a volunteering program in a Youth Village, teaching young kids programming using Scratch.

I'm 39, married with 3 kids (8,5,2) and a dog, living in Rishon Lezion, Israel.

Let’s dive in, tell us how you go about driving engagement in your software?

We understand that end-users may have different goals, different work-habits and different product knowledge,

The trick is to make their path the smoothest possible by introducing help right when needed.

We mapped the journeys each user-persona can take in our product, and prepared a quick guides to complete the various JTBD (Jobs-to-be-done).

Based on the user-persona and the path he chose within the product (features he utilized), we are sending mail campaigns and directing relevant knowledge center articles to the user while using our platform.

In addition, based on these, we will also suggest new-released features and/or upcoming free webinars to participate in.

Our CSMs are informed of the same, and will contact the customer to encourage them to subscribe to our digital learning-plan which will teach the users the necessary know-hows and how-to’s.

How do you think an organization can encourage a knowledge sharing culture?

Globally, we’ve implemented a knowledge cultivation program, where each month a person in the company will share from his knowledge and experience on a selective topic.

This has been going on for +5 years now with great participation rate (>60% of our employees are joining these)

On our CS team, we meet daily (taken from the Scrum Daily-stand-up) for 15 minutes to share our plans for that day, this helps bringing the people to speak about the items they are working on and sharing with others.

We (the CS team) are also joining the R&D team’s demo every two weeks to get updates on the upcoming features and fixes.

Lastly, we post an internal newsletter with the newly added knowledge-center articles and training courses, each employee (Marketing, Sales, Product, R&D, etc.. ) can read and comment.

What are the top 3 things that you would like to see being impacted by a software enablement methodology/platform?

  1. Higher satisfaction – positive feedback for the user’s ability to self-service their product experience.
  2. Shorter time to JTBD – less distractions and smoother process for the End-User to complete his Job-to-be-done.
  3. Lower ticket count / higher ticket deflection rate – having the knowledge accessible and provided right on time.

What measurements and KPIs do you use today to define your Software Engagement goals?

  1. We track NPS - for customer’s feedback on selective features they have utilized where we also ask about the level of knowledge-content is provided with the feature.
  2. We track new feature adoption for 90 days post launch – to evaluate our mail campaigns, feature announcements and Webinars.

Personal Question to close the talk. Since we know sharing the Knowhow is a team effort and we are big sports fans. What is your most memorable team sports moment?

While some would argue Tennis is not a ‘team sport’, my most memorable moment was in 2008, when Andy Ram and Yoni Erlich won the Grand Slam and with that, became the first ever Israeli doubles tennis team to win a Grand Slam tennis title.

If someone wants to connect with you, what’s the best way to do it? Social/Email etc?

The best to reach my via LinkedIn at

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