Busting Silos
How Snowflake Unites Sales and Marketing to Win its Best Customers
Published on 11. July 2023
256 pages
978-1-5107-7790-3 (ISBN)
Description
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
More details
Persons
Hillary Carpio, Travis Henry
Content
- Front Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- Foreword: Unprecedented Growth through Extraordinary Alignment
- Introduction: Wide Nets and Wasted Resources
- PART 1: WHY
- Chapter 1: Do the Unthinkable: Marry Sales and Marketing
- Chapter 2: Find Your Why
- Chapter 3: Forget Attribution and Focus on Metrics That Matter
- PART 2: WHO AND WHAT
- Chapter 4: Segment the Market
- Chapter 5: Know Your Personas by Name
- Chapter 6: Design a Hyper-Targeted Content Ecosystem
- PART 3: HOW
- Chapter 7: Calculate Timing (Unless You Don't Need To)
- Chapter 8: Plan Your First Plays
- Chapter 9: Activate
- PART 4: SCALE
- Chapter 10: Build Your Organization
- Chapter 11: Learn to Love Cross-Functional Marketing
- Chapter 12: Using Data to Bust Silos
- Glossary
- Appendix: Tiers of Plays at Snowflake
- Acknowledgments
- About the Authors
