How Snowflake Unites Sales and Marketing to Win its Best Customers
Hillary Carpio, Travis Henry, Denise Persson, Chris Degnan
- 288 Pages
- July 11, 2023
- ISBN: 9781510777897
- Trim Size: 6in x 9in x 0in
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
- 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.
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.
—Jon Miller, CMO at Demandbase, Cofounder of Engagio and Marketo
"Hillary and Travis have both advised hypergrowth companies and VC accelerators, demonstrating how to not only strategize, but activate, GTM teams. Now sharing their coveted playbooks publicly, their book, Busting Silos, is the missing piece for both startups and enterprises looking to efficiently scale."
—Mark Roberge, cofounder at Stage 2 Capital, professor at Harvard Business School, former CRO of HubSpot, and author of the bestseller, The Sales Acceleration Formula
"Busting Silos is all about challenging what you think ABM is, then multiplying it by 100. Hillary and Travis are spot on in their introduction of one-team GTM as the future for sales and marketing alignment."
—Sangram Varje, CEO, GTM Partners, and Wall Street Journal bestselling author of MOVE
"As an operator and advisor for hypergrowth companies, I constantly see GTM leaders struggle with distilling high-level strategy down to relentless execution. Busting Silos is a case study and manual for doing exactly that from one of the most respected GTM motions in the industry."
—Karan Singh, partner, Revenue Excellence, Sapphire Ventures
"Everything I do as a global sales leader is in concert with my partners in marketing. Busting Silos offers a masterclass on building and strengthening those cross-functional relationships, for GTM teams of all sizes."
—Laura Palmer, global VP of sales, Unity
"As a CMO, I understand the importance of having the tactical expertise needed to execute B2B pipeline generation. This has become fundamentally more critical as account-based motions have become a must-have instead of a nice-to-have. In Busting Silos, Hillary and Travis avoid the fluff and lay out the actionable playbooks that revenue teams need to succeed."
—Latane Conant, CMO, 6sense