Overview
Snowflake is a data cloud company that enables customers to build data-intensive applications without operational burden. The company has grown quickly, in part because of its ability to execute an account-based strategy with resources focused on a set of target accounts.
With the growth of ABM strategies, there was a need for account-based sales development teams, since sales were not always aligned or aware when leads from their target accounts were acting on marketing campaigns. Snowflake needed a solution that would provide more account data to reduce its lost leads, improve response times, and increase “booked meeting” rates.
- Industry
- Information Technology
- Location
- Bozeman, Montana
- Interview With
- Travis Henry, Director, SDR Operations & Enablement and Lars Nilsson, VP, Global Sales Development
Solutions
LeanData Orchestration
Results
99%
Reduction in time spent updating routing rules (from weeks to hours)
20-30%
Increase in inbound lead conversion rates due to improved speed to lead and sales reps having more time to spend researching and qualifying leads
78%
1-3 hours per day per rep, reduction in SDR time spent researching inbound leads
<5 minutes
In response time to leads from demo requests and contact sales due to accurately routed leads
Goals
- The ability to get leads to the right rep to enable effective ABM orchestration between marketing and sales
- Assigning SDRs to target accounts and automatically match incoming leads to the correct account while informing the assigned account owner
- Enabling SDRs to be more strategic in their outreach to contacts, responding promptly to inbound messages with personalized communications
“In my opinion, you cannot do an account-based strategy without the core functionality around lead-to-account matching. LeanData plays a massive role in quickly identifying and routing hot inbound leads to the correct account owner.”
Lars Nilsson
Tags
Account-based
Customer Story
Lead Management
Lead Response Time
Lead Routing
Lead-to-Account Matching
Operations
Revenue Orchestration
Speed to Lead
