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How to Drive Revenue in a B2B Context
Marketing and sales teams need to be aligned for them to work well together. CMOs can start by finding someone who sees the vision they see, then tap into leadership side of company. "When you're aligned at this level, this is where it all comes back to," says Mark Wahlberg.
Hillary Carpio and Travis Henry are the authors of "Busting Silos: How Snowflake Unites Sales & Marketing To Win Its Best Customers."
Hillary (Head of ABM) and Travis (Director, Sales Operations & Enablement) work at Snowflake and 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 integrated, account-based, cross-functional teams that targeted and closed business at historic rates. In this episode we discuss their new book, how it came to be, and the lessons learned at Snowflake that they outline in the book, including:
- How to marry sales and marketing (and why it works to drive revenue)
- How to think through attribution and measuring what matters
- What great ABM looks like and some of their favorite ABM "plays"
You can learn more about the book and grab your copy here online.
Send guest pitches and ideas to hello@exitfive.com
Exit Five on LinkedIn: https://www.linkedin.com/company/exitfive/
Exit Five on Twitter: https://twitter.com/exit5marketing
This episode is brought to you by Zapier. Zapier empowers anyone to automate their work across 5,000+ apps, so that every person and business can move forward at growth speed. We power over 2.2 million businesses, from startups to Fortune 100, and we’ve been doing it for over a decade. Learn more + get started for free at zapier.com
Thanks to our 2023 presenting sponsors Demandwell and Zapier.
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
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This episode of the Exit Five podcast is brought to you by our friends at Paramark. You’ve heard it before – every B2B marketer’s top pain point is marketing attribution. It’s complicated, messy, and too often leads to fights with your CRO over whose lead deserves credit.
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Slots are limited, so act fast. Head to paramark.com/brand-consult to claim your spot. Trust us, this is worth your time.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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