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Episode 164:

How The GTM and Data Teams at Snowflake Work Together with Travis Henry and Hillary Carpio

November 15, 2023

This week on The Data Stack Show, Eric and Kostas chat with Travis Henry and Hillary Carpio of Snowflake. Travis works as the Director of SDR Operations while Hillary is Head of ABM. During the episode, Travis and Hillary discuss the importance of data in their marketing and sales strategies. They delve into the types of data they use, the challenges of data overload and the importance of a strong partnership between marketing and data teams. They also share their experience of writing a book about their unique approach at Snowflake. The conversation further explores the role of sales and marketing in targeting different personas within an organization, and more.

Notes:

Highlights from this week’s conversation include:

  • The Unique Perspective of Practitioners (2:10)
  • Account-based Marketing (6:30)
  • Sales Development Representatives (SDR) (8:05)
  • Descriptive, People, and Engagement Data (11:38)
  • Data Overload and Actionable Data (14:20)
  • Working with Data Teams and Internal Data (17:52)
  • The relationship between business and data teams (22:27)
  • The importance of collaboration between marketing and data teams (24:17)
  • Travis and Hillary writing a book (25:33)
  • The taxonomy of personas (34:23)
  • Bucketing and grouping people in data systems (35:37)
  • Account-based marketing and sales alignment (39:00)
  • The data-driven approach and reliance on technology (44:25)
  • Managing complexity in data and account-based marketing (45:35)
  • Adapting to change and evolving data artifacts (51:58)
  • The importance of understanding the business (54:58)
  • Collaboration between data and go-to-market teams (55:56)

 

The Data Stack Show is a weekly podcast powered by RudderStack, the CDP for developers. Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

RudderStack helps businesses make the most out of their customer data while ensuring data privacy and security. To learn more about RudderStack visit rudderstack.com.

About the Podcast

Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

To keep up to date with our future episodes, subscribe to our podcast on Apple, Spotify, Google, or the player of your choice.

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