(BNS) How Snowflake Wrote The GTM Playbook

Oct 4, 2025 53m

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Episode Description

Make It Snow is Snowflake’s go-to-market playbook, told by longtime CRO Chris Degnan and CMO Denise Persson. The central idea: sales and marketing must operate as “one brain in two bodies.” The takeaways are practical and candid: embed with customers sooner than feels comfortable, pick a clear foil, design programs you can rerun, centralize data so sales and marketing act from one truth, and treat culture as GTM infrastructure. If you’re a founder, CRO, CMO, or operator trying to go from zero to billions without losing the plot, Make It Snow is a field manual for aligning people, narrative, and pipeline at every stage. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Introduction to Snowflake's Journey

In this episode, Brian McCullough welcomes Chris Degnan (CRO) and Denise Persson (CMO) of Snowflake to discuss their new book, 'Make It Snow,' which details the startup's transformative journey from inception to becoming a market leader. The focus is on how sales and marketing worked hand-in-hand to scale operations.

The Dual Role of Marketing and Sales

A significant aspect of the conversation centers on the relationship between sales and marketing. Chris and Denise emphasize the need for both teams to act as 'one brain in two bodies.' They reflect on the importance of embedding sales early in the product development phase, allowing close relationships with customers to shape the product.

Market Understanding and Customer Relationships

The pair detail how understanding the market and the needs of customers guided Snowflake's evolution. They discuss the importance of navigating early skepticism and misconceptions about their product and how they built trust among customers through transparency and customer feedback.

Culture as a Foundation for Growth

Denise and Chris stress the critical role of company culture in Snowflake's success. They discuss how clearly defined values cultivated a high-performance environment where employees take ownership and are accountable for their contributions, helping steer the company from zero to billions.

Lessons for Founders and Leaders

The discussion culminates in key lessons for entrepreneurs and leaders, emphasizing the importance of aligning sales and marketing, being proactive in understanding the market, and promoting a strong company culture. Chris and Denise encourage future leaders to act with urgency and adapt to feedback, reinforcing that growth relies on a sustainable business model.