Travis Henry

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.comExit Five on LinkedIn: https://www.linkedin.com/company/exitfive/Exit Five on Twitter: https://twitter.com/exit5marketingThis 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.comThanks 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.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode is brought to you by Webflow.If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.That’s why more teams are switching to Webflow.Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place.No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.It’s everything you need to turn your website into your most efficient, highest-performing channel.Check it out at webflow.com/exitfive.

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.