The Data Stack Show 164: How The GTM and Data Teams at Snowflake Work Together with Travis Henry and Hillary Carpio
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Nov 15, 2023 Hillary Carpio, who leads account-based marketing at Snowflake, and Travis Henry, focused on sales operations, share their insights on the dynamic partnership between marketing and data teams. They discuss the significance of account-based marketing versus traditional strategies, emphasizing personalized outreach and the role of Sales Development Representatives. Hillary and Travis also touch on data overload, the importance of clear communication, and their unexpected journey towards writing a book together, offering lessons in collaboration and adaptability in the tech world.
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Data Consumption Visibility
- Data teams often send data to go-to-market teams without seeing how it's used.
- Gaining insight into how data is practically consumed by these teams is valuable.
Account-Based Marketing (ABM)
- Account-based marketing (ABM) targets specific accounts with personalized campaigns.
- It's like spear-fishing, focusing on high-potential accounts for faster deal cycles.
Sales Development Representatives (SDRs)
- Sales Development Representatives (SDRs) find new business opportunities.
- They monitor signals, understand them, and engage buyers to find new deals.