#88: ABM, Bringing Sales & Marketing Together To Win More Customers, Busting Silos with Hillary Carpio & Travis Henry from Snowflake

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 [email protected] 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 [email protected] 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***Today’s episode is brought to you by PharosIQ. In 2024, you face tougher pipeline challenges than ever: reduced budgets, tighter resources, and fewer active buyers. Yet your growth goals remain unchanged.  PharosIQ leverages down-funnel intent signals along with targeted demand solutions to help you build your pipeline efficiently. They help B2B marketing leaders reach their ideal buyers and generate leads that actually convert for businesses of all sizes.  Generating leads is easy; generating leads that convert is what separates PharosIQ from the competition. Check them out at PharosIQ.com/exitfive; book a meeting with their team …PLUS, their team is giving away memberships to Exit Five so go check out their website that’s P-H-A-R-O-S-I-Q dot com slash exitfive one word right now. ***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