Overview

Hillary Carpio and Travis Henry of Snowflake helped create the go to market program behind the fastest growing software company in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both into integrated, account-based, cross-functional teams that targeted and closed business at historic rates. In Busting Silos: The One-Team Framework for Executing ABM at Startup Speed and Enterprise Scale, Carpio and Henry map out how you can do the same at scale. Learn to: Turn your funnel upside down and stop wasting resources Design a one-team ABM program, align people with strategy, and win buy-in Deliver the right message at the right time to the right account Scale your pilot to sell (and upsell) to enterprise heights Whether you are building a new ABM function or scaling an existing one, your ABM and sales development reps are likely siloed. To go to market at size, speed, and scale like Snowflake, that needs to change. Busting Silos is your roadmap to making it happen.

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9781510777897

Table of Contents

Reviews

As an experienced practitioner of Account-Based Marketing (ABM) and Account-Based Experience (ABX), I highly recommend Busting Silos to anyone looking for a practical guide to implementing a successful One-Team GTM strategy. Hillary Carpio and Travis Henry have done a remarkable job of providing actionable insights and repeatable plays that readers can start working on right away, regardless of the size or stage of their business. What I appreciate most about this book is its focus on execution, not just high-level strategy. From building custom on-ramps to merging sales and marketing, to defining and running first big plays, and scaling the entire operation, the book provides a comprehensive and step-by-step approach that is both practical and effective. Whether you're a doer, an ambitious tactician, or a B2B go-to-market leader of any level, Busting Silos is a must-read that will leave you with a field guide to executing an account-based strategy successfully. -Jon Miller, CMO at Demandbase, Cofounder of Engagio and Marketo

"""As an experienced practitioner of Account-Based Marketing (ABM) and Account-Based Experience (ABX), I highly recommend Busting Silos to anyone looking for a practical guide to implementing a successful One-Team GTM strategy. Hillary Carpio and Travis Henry have done a remarkable job of providing actionable insights and repeatable plays that readers can start working on right away, regardless of the size or stage of their business. What I appreciate most about this book is its focus on execution, not just high-level strategy. From building custom on-ramps to merging sales and marketing, to defining and running first big plays, and scaling the entire operation, the book provides a comprehensive and step-by-step approach that is both practical and effective. Whether you're a doer, an ambitious tactician, or a B2B go-to-market leader of any level, Busting Silos is a must-read that will leave you with a field guide to executing an account-based strategy successfully."" —Jon Miller, CMO at Demandbase, Cofounder of Engagio and Marketo  "

Author Information

Hillary Carpio is an award-winning B2B Marketer, best known for her leadership and innovation in Account Based Marketing. She spearheaded the ABM function at Snowflake through its record-breaking IPO, creating multi-tiered strategies and integrated cross-functional processes to scale for hypergrowth. In addition to her leadership role at Snowflake, her experience spans Fortune 1000 organizations, NetApp and Fortinet, as well as go-to-market advisory via VC’s and startup advisory boards. Hillary’s super power is her ability to activate cross-functional teams toward a common goal to multiply their impact together. She resides in the Silicon Valley with her husband, David, spends most free time with power tools on DIY home projects, and is a proud San Diego State Aztec. Travis Henry is an expert in B2B revenue operations with over a decade of experience implementing top-of-funnel, pipeline generating strategies. He currently leads global operations for Snowflake’s Sales Development function, including responsibility for organizational planning, sales process definition, technology stack design, and all enablement programming. Previously, Travis led the consulting practice of SalesSource, where he built go-to-market strategies for some of software’s fastest growing companies including Zoom, Procore, and Unity Technologies. In his free time he advises startups, invests in real estate, and gets outdoors as much as possible. Travis is a proud Cal Bear and lives in Denver, CO with his wife, Gentry.

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