Busting Silos: How Snowflake Unites Sales and Marketing to Win Its Best Customers
- 7h 2m 44s
- Hillary Carpio, Travis Henry
- Gildan Media
- 2023
Unify your teams and go to market like the best in the business
Hillary Carpio and Travis Henry of Snowflake helped scale the go-to market program behind one of the fastest growing software companies in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both into integrated, account-based, cross-functional teams that targeted and closed business at historic rates—what they call "one-team GTM."
In Busting Silos: How Snowflake Unites Sales and Marketing to Win Its Best Customers, Carpio and Henry map out how you can do the same at scale. Learn to: turn your funnel upside down and stop wasting resources; design a one-team ABM program, align people with strategy, and win buy-in; deliver the right message at the right time to the right account; and scale your pilot to sell (and upsell) to enterprise heights.
Whether you are building a new ABM function or scaling an existing one, your ABM and sales development reps are likely siloed. To go to market at size, speed, and scale like Snowflake, that needs to change. Busting Silos is your roadmap to making it happen.
About the Author
Hillary Carpio is an award-winning B2B Marketer, best known for her leadership and innovation in Account Based Marketing. She spearheaded the ABM function at Snowflake through its record-breaking IPO, creating multi-tiered strategies and integrated cross-functional processes to scale for hypergrowth. In addition to her leadership role at Snowflake, her experience spans Fortune 1000 organizations, NetApp and Fortinet, as well as go-to-market advisory via VC’s and startup advisory boards. Hillary’s super power is her ability to activate cross-functional teams toward a common goal to multiply their impact together. She resides in the Silicon Valley with her husband, David, spends most free time with power tools on DIY home projects, and is a proud San Diego State Aztec.
Travis Henry is an expert in B2B revenue operations with over a decade of experience implementing top-of-funnel, pipeline generating strategies. He currently leads global operations for Snowflake’s Sales Development function, including responsibility for organizational planning, sales process definition, technology stack design, and all enablement programming. Previously, Travis led the consulting practice of SalesSource, where he built go-to-market strategies for some of software’s fastest growing companies including Zoom, Procore, and Unity Technologies. In his free time he advises startups, invests in real estate, and gets outdoors as much as possible. Travis is a proud Cal Bear and lives in Denver, CO with his wife, Gentry.
In this Audiobook
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Introduction: Wide Nets and Wasted Resources
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Chapter 1 - Do the Unthinkable: Marry Sales and Marketing
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Chapter 2 - Find Your Why
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Chapter 3 - Forget Attribution and Focus on Metrics That Matter
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Chapter 4 - Segment the Market
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Chapter 5 - Know Your Personas by Name
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Chapter 6 - Design a Hyper-Targeted Content Ecosystem
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Chapter 7 - Calculate Timing (Unless You Don't Need To)
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Chapter 8 - Plan Your First Plays
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Chapter 9 - Activate
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Chapter 10 - Build Your Organization
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Chapter 11 - Learn to Love Cross-Functional Marketing
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Chapter 12 - Using Data to Bust Silos
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Appendix: Tiers of Plays at Snowflake
