FROM ZERO
TO BILLIONS
The journey of the founding, development, and breakaway success of a multi-billion-dollar tech company
Written by insiders Denise Persson and Chris Degnan, CMO and CRO of Snowflake, the global force helping mobilize the world’s data, Make It Snow explores the lifespan to date of the wildly successful enterprise company, from fighting tooth and nail to simply survive during its early days, to its disruption of the industry and corresponding rapid growth, all the way to its IPO in 2020 in the highest valuation of a software company in the history of Wall Street.
This book covers each stage in the creation of Snowflake, including Startup, Build Stage, and Scaling Stage. Readers will learn about:
- The company’s origins and the state of the market in data management and analytics before Snowflake came on the scene
- Friction between marketing and sales teams at Snowflake and how these issues were resolved
- Why gaining the trust of customers was so important to Snowflake’s early success
- Making difficult decisions like hiring and firing talent as the company grew
An insightful commentary on the history and development of one of the biggest tech success stories in recent years,
Make It Snow earns a well-deserved spot on the bookshelves of curious entrepreneurs, investors, and executives looking to learn from the lessons of a company with billions in revenue.
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The Book
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SNOWFLAKE’S EVOLUTION:
STARTUP, BUILD, SCALE
Make It Snow shows:
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.
When and how to jumpstart your sales and marketing teams.
How to align sales and marketing from day one.
Why alignment is key when your product pivots.
When it’s time to go global,
and how.
What success looks like when hiring, retaining, and saying goodbye.
Building for a billion: restructuring sales, scaling a data-driven marketing team.
ABM and SDR: two critical teams that ensure success and alignment.
Ensuring alignment at scale:
What the future should
look like.
EARLY REVIEWS
"Absolute alignment between sales and marketing is rare. Yet, everyone and everything suffers without it. Chris and Denise built a constantly evolving go-to-market machine that generates enormous mindshare and helps customers surpass even their own aspirations."
–Frank Slootman
Former CEO of Snowflake, ServiceNow and DataDomain; National Bestselling Author of
Amp It Up
"Snowflake would not be Snowflake without Denise and Chris. Theirs is the longest working relationship between a company’s chief revenue officer and its chief marketing officer. It’s like one brain in two bodies. Make It Snow is a raw and real perspective on how GTM can be in perfect alignment, how to create and deliver on such a relationship, and what could happen to your company once you accomplish this."
–Mike Speiser
Managing Director at Sutter Hill Ventures; Founding Investor and Board Member of Snowflake
"Alignment between Sales and Marketing in most B2B software companies is a delusion. A fallacy. Chris and Denise represented the epitome of Sales and Marketing alignment. Flawless coordination. Military precision. Denise was the air force, creating customer awareness and demand before Chris’s army arrived to discuss customer needs and closed deals."
–John McMahon
5-time CRO; Founding Snowflake Board Member
Meet
the authors
DENISE PERSSON
Denise serves as Snowflake’s Chief Marketing Officer and has been with the company since 2016. Denise oversees worldwide marketing initiatives, and has played a pivotal role in driving growth and scaling Snowflake's revenue from $1 million to over $2 billion.
CHRIS DEGNAN
Chris served as Snowflake’s Chief Revenue Officer. Starting as employee #13 and Sales employee #1, Chris built a Go To Market strategy from the ground up, driving sustained high growth and global reach. Under his sales leadership, Snowflake has grown its annual product revenue from $0 to over $1 billion.
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