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Spencer Wixom

Spencer Wixom

CEO of The Brooks Group, sales transformation expert, and adjunct professor

spencer-wixom
Dallas, Texas
Joined August 2025
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Summary

Spencer Wixom is a seasoned leader in sales transformation and enablement, currently serving as the President & CEO of The Brooks Group. His career journey reflects a deep understanding of sales dynamics, from early roles involving persuasion to extensive research on global sales forces at CEB/Gartner and Challenger, culminating in his leadership at a prominent sales training company. He advocates for a human-centric approach to sales, emphasizing empathy, understanding buyer motivations, and continuously adapting to evolving market and generational shifts. brooksgroup+3
He is an active thought leader and educator, holding an Adjunct Professor position at the Naveen Jindal School of Management, UT Dallas, and frequently speaking to corporate audiences on sales capability, coaching, leadership, and commercial strategy. His writings and podcast appearances consistently address contemporary sales challenges, such as leveraging technology without losing human connection, developing multigenerational sales teams, and the strategic importance of understanding buyer psychology beyond mere pain points to what they are 'seeking.' brooksgroup+4
Wixom emphasizes the importance of strong leadership principles, particularly during challenging times. He advocates for leaders to uncover core values, set a personal example, and empower operational-level decision-making. His approach focuses on building resilient organizational cultures and fostering employee engagement through clear guidance and support, ensuring the organization can thrive regardless of external circumstances. trainingindustry

Work

Education

Writing

How to Coach and Develop a Multigenerational Sales Team

July 3, 2024

Co-authored a blog post for The Brooks Group, providing insights and strategies for sales leaders on effectively coaching and developing sales teams that span various generations (Baby Boomers to Gen Z). The article covers understanding generational motivators, tailoring coaching approaches, leveraging strengths, flexible training, developing core selling skills, encouraging collaboration, providing clear career paths, and adapting communication styles.

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3 First Leadership Principles To Guide You in Hard Times

February 1, 2023

Authored an article on leadership principles for Training Industry, discussing the importance of uncovering core values, setting an example, and enabling operational-level action, especially during challenging economic periods. Emphasizes self-reflection, strong organizational culture, and employees betting 'with' their leaders.

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