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Snowflake Marketing

To mobilize the world's data by enabling organizations to become the backbone of the global data economy by 2030

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To mobilize the world's data by enabling organizations to become the backbone of the global data economy by 2030

Strengths

  • BRAND: Market leader in cloud data platform with 35% market share
  • PRODUCT: Best-in-class data sharing capabilities across clouds
  • ECOSYSTEM: 590M+ datasets in Marketplace driving network effects
  • INNOVATION: Snowpark accelerating developer adoption by 224% YoY
  • EXPERTISE: Deep technical credibility with enterprise data teams

Weaknesses

  • PRICING: Complex consumption model creates budget unpredictability
  • MESSAGING: Value proposition lacks clear business outcome focus
  • AWARENESS: Limited brand recognition outside technical audiences
  • CONTENT: Predominantly technical, lacking business decision focus
  • COMPETITION: Increased competitive noise from AWS/Azure/GCP

Opportunities

  • AI: Massive demand for AI-ready data infrastructure solutions
  • VERTICAL: Industry-specific solutions can drive higher adoption
  • PARTNERS: Expanded ISV ecosystem to reach new buyer segments
  • GLOBAL: International expansion in EMEA and APAC markets
  • EDUCATION: Close skill gap through expanded learning programs

Threats

  • COMPETITION: Cloud hyperscalers bundling competing offerings
  • ECONOMY: IT budget constraints impacting new deals and expansion
  • TALENT: Shortage of Snowflake-skilled practitioners limiting growth
  • REGULATORY: Data sovereignty laws restricting cloud adoption
  • DIFFERENTIATION: Commoditization of core data warehouse features

Key Priorities

  • INTEGRATE: Develop unified AI+data messaging platform for CxOs
  • SIMPLIFY: Create transparent, predictable pricing/packaging
  • ENABLE: Launch vertical industry solution marketing campaigns
  • EDUCATE: Expand business-focused content and education
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To mobilize the world's data by enabling organizations to become the backbone of the global data economy by 2030

UNIFY DATA+AI

Establish Snowflake as the essential data+AI platform

  • CAMPAIGN: Launch integrated Data Cloud for AI campaign reaching 500K decision-makers by Q2-end
  • CONTENT: Produce 25 customer AI success stories across 5 key industries with measurable outcomes
  • PERCEPTION: Increase 'AI platform' brand association from 24% to 40% in market awareness studies
  • ENABLEMENT: Train 100% of marketing team on new AI+data messaging platform by mid-quarter
SIMPLIFY VALUE

Make Snowflake's value crystal clear to business buyers

  • PRICING: Launch new predictable consumption options with marketing campaign to 100% of customers
  • CALCULATOR: Deploy ROI calculator tools showing business value metrics with 500+ unique uses
  • PERSONAS: Create executive-focused content for 3 key personas, generating 15K+ engagements
  • TRAINING: Enable 100% of customer-facing teams on new business value messaging by quarter-end
VERTICALIZE

Dominate key industries with tailored solutions

  • SOLUTIONS: Launch marketing campaigns for 5 industry solutions with complete journey content
  • EVENTS: Host 8 industry-specific executive roundtables with 25+ C-level attendees each
  • CONTENT: Produce 15 industry benchmark reports establishing thought leadership position
  • PARTNERS: Develop co-marketing campaigns with 10 key industry ISVs reaching 100K prospects
EDUCATE MARKET

Close the skills gap to accelerate adoption

  • ACADEMY: Launch Snowflake Business Academy reaching 50K non-technical users with 30% completion
  • CERTIFICATION: Drive 5,000 new AI practitioner certifications through marketing programs
  • COMMUNITY: Grow active community members by 40% through targeted enablement campaigns
  • RESOURCES: Create 30 new business-focused learning paths with 25K+ unique completions
METRICS
  • PRODUCT REVENUE GROWTH: 40% YoY by end of 2025
  • BUSINESS BUYER ENGAGEMENT: 200K business executive engagements per quarter
  • CUSTOMER ACQUISITION COST: Reduce CAC by 15% through improved targeting
VALUES
  • Put Customers First
  • Integrity Always
  • Think Big
  • Be Excellent
  • Get It Done
  • Own It
  • Make Each Other the Best
Snowflake logo
Align the learnings

Snowflake Marketing Retrospective

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To mobilize the world's data by enabling organizations to become the backbone of the global data economy by 2030

What Went Well

  • REVENUE: Product revenue grew 38% YoY to $741.1M, exceeding guidance
  • CUSTOMERS: Net revenue retention rate remained strong at 131%
  • GROWTH: Added 24 Global 2000 customers, now 647 total G2000 customers
  • INNOVATION: Snowpark container services adoption up 224% YoY
  • MARKETPLACE: Data sharing ecosystem growth accelerating to 590M+ assets

Not So Well

  • GUIDANCE: Forward-looking revenue projections below analyst expectations
  • COMPETITION: Mentioned increased competitive pressure in mid-market
  • CONSUMPTION: Some customer optimization affecting consumption growth
  • INTERNATIONAL: EMEA growth slower than expected at 32% YoY
  • COSTS: Operating margin improvements offset by increased AI investments

Learnings

  • VERTICAL: Industry-specific solutions showing 2.5x faster adoption rates
  • AI: Customers seeking integrated data+AI platform for enterprise scale
  • BUYERS: Economic environment shifting decisions to business executives
  • PRICING: Consumption-based model creating budget predictability concerns
  • EDUCATION: Skills gap limiting expansion within existing customer base

Action Items

  • MESSAGE: Develop unified Data Cloud value story for business executives
  • PREDICTABILITY: Create simplified, more predictable pricing options
  • ENABLEMENT: Launch comprehensive education programs for all personas
  • VERTICAL: Accelerate industry solution marketing and sales enablement
  • PARTNERS: Expand co-marketing with consulting and technology partners
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To mobilize the world's data by enabling organizations to become the backbone of the global data economy by 2030

Strengths

  • PLATFORM: Native AI functions and Cortex streamline ML workflows
  • ECOSYSTEM: Snowpark container services support custom AI models
  • DATA: Governed access to enterprise data for responsible AI
  • PARTNERSHIPS: Strong relationships with AI technology leaders
  • EXPERTISE: AI-specialized solution architects driving adoption

Weaknesses

  • MESSAGING: AI capabilities buried under technical complexity
  • AWARENESS: Low recognition as an AI platform vs data platform
  • CONTENT: Limited AI use case storytelling across industries
  • COMPETITION: OpenAI/Anthropic have stronger AI brand presence
  • TALENT: Small AI-focused marketing team compared to competitors

Opportunities

  • INTEGRATION: Position as the ideal AI+data integration platform
  • EDUCATION: Demystify AI for data teams through learning paths
  • COMMUNITY: Build developer advocacy for AI workloads
  • MARKETPLACE: Expand AI model and application marketplace
  • VERTICAL: Develop industry-specific AI solution marketing

Threats

  • COMPETITION: Cloud vendors offering integrated AI stacks
  • PERCEPTION: Being viewed as just database, not AI platform
  • CONFUSION: Market uncertainty about Snowflake's AI strategy
  • FRAGMENTATION: Point solutions capturing AI workloads
  • INNOVATION: Accelerating pace of AI advances causing strategy gaps

Key Priorities

  • POSITION: Rebrand as essential AI data platform, not just warehouse
  • EDUCATE: Launch comprehensive AI Academy with certifications
  • SHOWCASE: Develop industry-specific AI solution campaigns
  • PARTNERSHIP: Co-market with leading AI model providers