Marketing's Role in Scaling GTM

In a new episode of Path to Market, our Director Natasha Lytton and her co-host Micah Smurthwaite, Partner at Pipeline Ventures are joined by Ryan Lieber, an experienced Go-to-Market Leader and one of Snowflake’s earliest employees and its first SDR. Together they discuss Snowflake's impressive growth trajectory, the challenges and strategies of category creation, key sales methodologies like MEDDPICC, the best approaches for scaling internationally, and cross-functional sales efforts. Ryan shares his experiences from joining Snowflake when it was an unknown startup in 2014 to its current status as a data giant with over 7,000 employees and a market capitalization of over $50 billion. He also delves into when and how founders should hire their first SDRs and sales leaders, the metrics for measuring their success, and the role of marketing alignment in scaling sales. Moreover, he emphasizes the importance of understanding regional cultural and communication nuances, and how to leverage partnerships in new markets. Key takeaways: - taking an iterative approach to the sales process enables you to transition from broad outreach to focusing on sales-qualified opportunities; - hiring SDRs earlier rather than later is not only cost-effective, but it also enables founders to focus on product development; - choose a sales leader who isn't afraid to "get their hands dirty" and is willing to adapt to the dynamic needs of a growing startup. They are in touch with the pulse of the market and the realities faced by their teams; - international expansion is not a uniform process and differs significantly by region. This is why understanding cultural nuances, leveraging regional partners, and ensuring the market is ripe for entry are essential considerations; - taking a partnership approach to scaling accelerates growth and embeds credibility in the customer’s eyes. Show notes: Ryan Lieber – linkedin.com/in/ryan-lieber-8aa59a62 Natasha Lytton – linkedin.com/in/natasha-lytton Micah Smurthwaite – linkedin.com/in/micah-smurthwaite-2283b49 Overview: 00:00 Introduction and Guest Background 01:00 Ryan’s Early Days at Snowflake 03:59 Career Growth and Opportunities 05:01 Building the EMEA Team 07:08 Challenges and Learnings 08:19 Finding the Ideal Customer Profile 13:57 Sales Methodology: MEDDPICC 19:30 Hiring and Building a Sales Team 21:48 The Daily Grind of an SDR 22:01 Key Traits for Sales Success 23:30 Red Flags in Sales Hiring 27:07 Effective SDR Metrics 32:09 Hiring Your First Sales Leader 34:54 The Power of Marketing in Sales 36:49 Scaling Internationally 42:26 Snowflake's Startup Program 45:02 Final Thoughts and Advice