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Three-Tier ABM Structure
- Snowflake runs a three-tier ABM structure: programmatic, one-to-one, and strategic year-long programs.
- Each tier maps to account complexity and sales nomination to balance scale with deep personalization.
Execution Is Where It Breaks Or Wins
- Execution is the hardest part of ABM at Snowflake due to scale and cross-functional complexity.
- Hillary describes needing 130+ SDRs, 400+ salespeople and many marketers to align on a single account narrative.
Prescribe Personalization Levels
- Personalization at scale requires prescribing the right level of hand curation versus dynamic tech-driven personalization.
- Snowflake uses dynamic page updates and a messaging matrix to combine automation with curated content.