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DENISE PERSSON is a four-time chief marketing officer and has been Snowflake's CMO for nearly a decade. From the ground up, she built a team of 700 who own the sales pipeline and create global brand awareness for Snowflake. CHRIS DEGNAN was Snowflake's first sales rep and spent more than 11 years as the company's Chief Revenue Officer. He grew Snowflake's annual revenue from zero to more than $3 billion, while expanding his organization to thousands of employees that span dozens of countries.

Klappentext

Follow along on the journey of the founding, development, and breakaway success of a multi-billion-dollar tech company

Founding Snowflake CRO, Chris Degnan, and CMO, Denise Persson, have one of the longest executive sales and marketing relationships in history. They each built their teams from the ground up to help catapult Snowflake from a startup to one of the fastest-growing technology companies. Along the way, they evolved, innovated and executed as a single entity to deliver impact, while aligning with Snowflake's number one company value: put customers first. Learn how Chris and Denise united two historically divided teams in Corporate America to achieve long-lasting customer relationships and enduring company success.

This book covers Snowflake' sales and marketing evolution through three phases of the company: Startup, Build and Scale. Readers will learn:

• How and when to jumpstart your sales and marketing teams.
• How to develop product market fit and your competitive strategy.
• Why business partners are critical to sales success.
• The importance of establishing a culture early, and how.
• Why demand gen should be marketing's northern star.
• What success looks like when hiring, retaining and saying goodbye.

• Building for a billion: restructuring sales, scaling a data-driven marketing team.

  This book targets startup founders and executives, venture capital partners and the boards of directors of early- and mid-stage technology startups. Sales and marketing are often neglected in these companies, with focus squarely placed on engineering and product teams that determine sales and marketing functions. There is a better way. Armed with the strategies and tactics contained in this book, senior stakeholders of startup companies can jump-start and align their sales and marketing go-to-market strategy sooner and with more impact.

  Inhalt

  Foreword by Mike Speiser vii

  Phase I Stealth 1

  Chapter 1 Embed Sales and Culture Early into Your Startup 3

  Chapter 2 Develop Your Sales Strategy 15

  Chapter 3 Hiring and Deploying Your First Sales Reps 27

  Chapter 4 Target One Competitor, for Now 41

  Chapter 5 Scaling with Partners 53

  Chapter 6 Scale Your Culture 61

  Phase II Build 71

  Chapter 7 Enter Marketing 73

  Chapter 8 The Five Pillars of Marketing 91

  Chapter 9 Advance Your Sales Team 107

  Chapter 10 Absolute Alignment Between Marketing and Sales 119

  Chapter 11 From Product to Platform 133

  Phase III Scale 137

  Chapter 12 Hiring, Retention, and Parting Ways 139

  Chapter 13 Build for a Billion 149

  Chapter 14 Bottom-Up Sales 163

  Chapter 15 Scaling a Data-Driven Marketing Organization 173

  Chapter 16 Going Global 191

  Chapter 17 Alignment for the Ages 207

  Acknowledgments 215

  Index 219