{"id":40575,"date":"2023-07-11T03:00:00","date_gmt":"2023-07-11T10:00:00","guid":{"rendered":"https:\/\/www.gong.io\/?p=40575"},"modified":"2024-08-05T01:35:11","modified_gmt":"2024-08-05T08:35:11","slug":"how-snowflake-leads-a-next-gen-sales-development-organization","status":"publish","type":"post","link":"https:\/\/www.gong.io\/blog\/how-snowflake-leads-a-next-gen-sales-development-organization\/","title":{"rendered":"How Snowflake leads a next-gen sales development organization"},"content":{"rendered":"<block-post-template class=\"Block PostTemplateBlock\" block-id=\"ba3420\" data-block=\"ba3420\">\n\n<div class=\"Block-wrap PostTemplateBlock-wrap\" slot=\"content\">\n<div class=\"Block-content PostTemplateBlock-content\">\n<block-post-hero active__trigger=\"mounted\" class=\"Block PostHeroBlock\" block-id=\"bb680f\" data-block=\"bb680f\">\n\n<div class=\"Block-inner PostHeroBlock-inner\" slot=\"content\">\n<div class=\"Block-content PostHeroBlock-content\">\n<block-post-hero-content class=\"Block PostHeroContentBlock\" block-id=\"d4dc3b\" data-block=\"d4dc3b\">\n\n<div class=\"Block-inner PostHeroContentBlock-inner\" slot=\"content\">\n<div class=\"Block-link PostHeroContentBlock-link\"><svg width=\"6\" height=\"10\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M5 9 1 5l4-4\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linejoin=\"round\" aria-hidden=\"true\"><\/svg><a href=\"\/blog\">Back to blog<\/a><\/div>\n\n<div class=\"Block-byline PostHeroContentBlock-byline\">\n<div class=\"Block-avatar PostHeroContentBlock-avatar\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/d79ba54c8e1d4e40e22863f05f55b886?s=56&#038;d=mm&#038;r=g\" width=\"56\" height=\"56\" alt=\"Dan Morgese\"><\/div>\n<p class=\"Block-author PostHeroContentBlock-author\">Dan Morgese<\/p>\n<p class=\"Block-role PostHeroContentBlock-role\">Director, Content Strategy and Research at Gong<\/p><\/div>\n<\/div>\n<\/block-post-hero-content>\n\n<block-post-hero-social class=\"Block PostHeroSocialBlock\" block-id=\"b4aad2\" data-block=\"b4aad2\">\n\n<div class=\"Block-inner PostHeroSocialBlock-inner\" slot=\"content\">\n<div class=\"color-violet Kicker mb-none Block-kicker PostHeroSocialBlock-kicker\">Share<\/div>\n<div class=\"Block-content PostHeroSocialBlock-content\"><div class=\"SocialMedia\">\n\t<ul role=\"list\">\n\t\t<li>\n\t\t\t<a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https:\/\/www.gong.io\/blog\/how-snowflake-leads-a-next-gen-sales-development-organization\/\"\n\t\t\t\ttarget=\"_blank\" rel=\"noreferrer\" aria-label=\"LinkedIn\">\n\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\n\t\t\t<\/a>\n\t\t<\/li>\n\t\t<li>\n\t\t\t<a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.gong.io\/blog\/how-snowflake-leads-a-next-gen-sales-development-organization\/\" target=\"_blank\"\n\t\t\t\trel=\"noreferrer\" aria-label=\"Facebook\">\n\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\n\t\t\t<\/a>\n\t\t<\/li>\n\t\t<li>\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.gong.io\/blog\/how-snowflake-leads-a-next-gen-sales-development-organization\/\" target=\"_blank\"\n\t\t\t\trel=\"noreferrer\" aria-label=\"Twitter\">\n\t\t\t\t<i class=\"fab fa-twitter\"><\/i>\n\t\t\t<\/a>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/block-post-hero-social>\n\n\n<\/div>\n<\/div>\n<\/block-post-hero>\n\n<block-post-body class=\"Block PostBodyBlock\" block-id=\"fda6df\" data-block=\"fda6df\">\n\n<div class=\"Block-inner PostBodyBlock-inner\" slot=\"content\">\n<div class=\"Block-content PostBodyBlock-content\">\n<block-post-body-content class=\"Block PostBodyContentBlock\" block-id=\"bc3124\" data-block=\"bc3124\">\n\n<div class=\"Block-inner PostBodyContentBlock-inner\" slot=\"content\">\n<div class=\"Block-byline PostBodyContentBlock-byline\"><div class=\"Block-avatar PostBodyContentBlock-avatar\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/d79ba54c8e1d4e40e22863f05f55b886?s=56&#038;d=mm&#038;r=g\" width=\"56\" height=\"56\" alt=\"Dan Morgese\"><\/div>\n<p class=\"Block-author PostBodyContentBlock-author\">Written by Dan Morgese<\/p>\n<p class=\"Block-role PostBodyContentBlock-role\">Director, Content Strategy and Research at Gong<\/p>\n<div class=\"Block-bio PostBodyContentBlock-bio\">For over a decade, Dan has provided revenue leaders with data and insights to inform and execute their GTM strategies. As a former analyst at Forrester Research, he worked with hundreds of B2B organizations to measure and improve sales productivity.<\/div><\/div><div class=\"Block-content PostBodyContentBlock-content\">\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nGenerative AI. Tech consolidation. Rep productivity.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nAll of these topics are top of mind for sales leadership in 2023, but what does the future of a high-performing sales development organization actually look like?&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nDuring <a href=\"https:\/\/www.gong.io\/resources\/webinars\/announcing-gong-engage\/\">Gong\u2019s last webinar,<\/a> Lars Nilsson, VP of Global Sales Development at Snowflake chatted with Udi Ledergor about his journey, growing his team from 85 to over 250 SDRs and contributing 60-70% of Snowflake\u2019s overall pipeline generation.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nHere are four takeaways from the session on what it takes to lead a next-gen sales development organization.&nbsp;\n<\/p>\n\n<block-title class=\"Block TitleBlock is-h3\" style=\"max-width:1240px;--block-icon-size:32px\" block-id=\"a3e27a\" data-block=\"a3e27a\">\n\n<div class=\"Block-inner TitleBlock-inner\" slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h3 Block-title TitleBlock-title\">Optimize your team\u2019s process, technology, and tools<\/h2>\n<\/div>\n<\/block-title>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nGong\u2019s recent <a href=\"https:\/\/www.gong.io\/wp-content\/uploads\/2023\/04\/The-State-of-Sales-Engagement.pdf\">State of Sales Engagement<\/a> study identified that one of the largest challenges sellers face is having to switch between an overwhelming number of tools to complete their daily selling activities. This context-switching kills productivity and impacts an organization\u2019s bottom line by both bloating spend and reducing revenue.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nLars mentions that the unfortunate truth is that within every sales organization, there is an overwhelming amount of \u201ctechnical and process debt.\u201d In short, these are the costs associated with an inefficient or ineffective use of the tools teams are given to complete their selling activities.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nOne way Snowflake has minimized this technical debt for their sales development team is by creating a distinct function to tackle this issue. This Sales Development Operations group oversees the selection and rollout of new technologies as well as the onboarding, training, and ongoing enablement of their SDRs.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nThis oversight minimizes shelfware and reinforces what best-in-class workflows look like within each of the large investments Snowflake makes in technology for their reps.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nCreating a central team to own tech optimization ensures your sellers have what they need to be successful and how to effectively use it.&nbsp;\n<\/p>\n\n<block-title class=\"Block TitleBlock is-h3\" style=\"max-width:1240px;--block-icon-size:32px\" block-id=\"dc9a3b\" data-block=\"dc9a3b\">\n\n<div class=\"Block-inner TitleBlock-inner\" slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h3 Block-title TitleBlock-title\">Develop best-in-class engagement strategies<\/h2>\n<\/div>\n<\/block-title>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nIn the same <a href=\"https:\/\/www.gong.io\/wp-content\/uploads\/2023\/04\/The-State-of-Sales-Engagement.pdf\">Gong study<\/a>, we found that the average SDR spends 12 hours each week personalizing their engagement with buyers. The unfortunate reality is that even with all of this effort, email reply rates still fall around a low 3%.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nLars credits the success of his team on the \u201ccrawl, walk, run\u201d strategy they\u2019ve taken to personalization.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nWhen a new SDR is onboarded at Snowflake, they are given templates, scripts, and personalization approaches that have been proven to work. After effectively leveraging these tools and learning how to engage their target buyers, Lars and his leadership team begin to give reps more freedom to take their own approaches in creating their outreach.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\n<br>This maturity curve ensures that reps develop good habits, develop an intimate understanding of their personas, and learn from their more tenured peers what works and what doesn\u2019t. He mentions revenue intelligence has played a major role in sharing these best practices across his global team, developing a library of \u201chall of fame\u201d conversations his team can learn from.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nGaining visibility into your seller\u2019s personalization tactics allows you as a leader to set guidelines around selling strategies. This helps answer questions like: When is deep, time-consuming personalization really worth it? When should we take advantage of our approaches that scale?\n<\/p>\n\n<block-title class=\"Block TitleBlock is-h3\" style=\"max-width:1240px;--block-icon-size:32px\" block-id=\"bf1b01\" data-block=\"bf1b01\">\n\n<div class=\"Block-inner TitleBlock-inner\" slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h3 Block-title TitleBlock-title\">Embrace generative AI and identify use cases<\/h2>\n<\/div>\n<\/block-title>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nWhether part of their existing tech stack or looking to open source tools, most teams are already <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2023\/05\/30\/with-generative-ai-dont-believe-the-hype-believe-the-impact\/?sh=29524c55361c\">adopting generative AI in 2023<\/a>. Snowflake is no exception.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nLars\u2019 operations team has always believed in solid foundations of outbound prospecting sequences and has doubled down on that investment in the age of generative AI.&nbsp; By aligning the sequence step framework with targeted persona-based messaging, they maintain clear expectations across the team for daily activity metrics while also allowing for generative AI customizations by their 250+ person team. This also helps their team avoid the creation of thousands of rarely used sequences (made by individual SDRs) and transition to a centralized system of content everyone can experiment with.\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nAnother implementation at the team level has been translation. As a global organization, Snowflake used generative AI to localize its outreach and content ensuring its messaging and value propositions landed with buyers around the world.&nbsp;&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nLast, for individual reps there is tremendous value in expediting persona- or individual-based research to identify priorities, pain points, and initiatives of prospects and accounts. However, Lars acknowledged that the next step is to understand the security and compliance implications of his team leveraging this new powerful technology.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nIn the next few months, he\u2019ll be further evaluating his team\u2019s use of generative AI to understand intellectual property considerations and other organizational concerns in using publicly available tools.&nbsp;\n<\/p>\n\n<block-title class=\"Block TitleBlock is-h3\" style=\"max-width:1240px;--block-icon-size:32px\" block-id=\"d88d2f\" data-block=\"d88d2f\">\n\n<div class=\"Block-inner TitleBlock-inner\" slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h3 Block-title TitleBlock-title\">Enable account-based selling&nbsp;<\/h2>\n<\/div>\n<\/block-title>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nGetting deeper and wider into accounts has never been more important. With an increasing number of buyers involved in purchase decisions and <a href=\"https:\/\/www.gong.io\/blog\/4-ways-to-close-more-deals-in-2023-according-to-new-buying-data\/\">a surge in executive involvement<\/a>, SDRs need to develop new skills to engage multiple contacts simultaneously to effectively orchestrate their opportunities.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nTwo approaches Lars enables for his team are bottom-up account-based selling and account-based referrals.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\nThe first approach involves conducting discovery with a lower-level (and often easier-to-reach) contact at the account. This helps sellers understand what will ultimately resonate with the executives and decision-makers they\u2019re trying to reach.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\n<br>The referral tactic allows SDRs to connect with the right individuals within the account based on the recommendations of other contacts they\u2019ve already engaged with. For both of these approaches, Lars has developed data-backed templates sellers can use to create and accelerate more pipeline.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\n<a href=\"https:\/\/www.gong.io\/engage\/\">Gong Engage<\/a> users can access Lars\u2019s high-performing email templates along with dozens of others from the industry&#8217;s top sales pros.&nbsp;\n<\/p>\n\n<p class=\"font-normal is-normalSize\" style=\"max-width:1240px\">\n\n<br>As we start the second half of 2023, leaders have an enormous opportunity ahead of them. Leverage Lars\u2019s learnings to transform your organization and close the year stronger than ever.\n<\/p>\n\n\n<\/div>\n<\/div>\n<\/block-post-body-content>\n\n\n<\/div>\n<\/div>\n<\/block-post-body>\n\n<block-post-aside class=\"Block PostAsideBlock\" block-id=\"eac07c\" data-block=\"eac07c\">\n\n<div class=\"Block-inner PostAsideBlock-inner\" slot=\"content\">\n<div class=\"Block-content PostAsideBlock-content\">\n<block-table-of-contents class=\"Block TableOfContentsBlock\" block-id=\"d26233\" data-block=\"d26233\">\n\n<div class=\"Block-inner TableOfContentsBlock-inner\" slot=\"content\">\n<div class=\"color-purple-haze Kicker Block-kicker TableOfContentsBlock-kicker\">Table of Contents<\/div>\n<\/div>\n<\/block-table-of-contents>\n\n<block-post-aside-signup class=\"Block PostAsideSignupBlock py-xSmall\" block-id=\"da2411\" data-block=\"da2411\">\n\n<div class=\"Block-inner PostAsideSignupBlock-inner\" slot=\"content\">\n<h2 class=\"font-inter Block-title 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slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h4 Block-title TitleBlock-title\">Thank you for your submission.<\/h2>\n<\/div>\n<\/block-title>\n\n\n<\/div>\n<\/div>\n<\/block-marketo>\n\n\n<\/div>\n<\/div>\n<\/block-post-aside-signup>\n\n\n<\/div>\n<\/div>\n<\/block-post-aside>\n\n<block-post-footer class=\"Block PostFooterBlock\" block-id=\"bd1f28\" data-block=\"bd1f28\">\n\n<div class=\"Block-wrap PostFooterBlock-wrap\" slot=\"content\">\n<div class=\"Block-content PostFooterBlock-content\">\n<block-title class=\"Block TitleBlock text-center is-h4\" style=\"max-width:1240px;--block-icon-size:32px\" block-id=\"af8885\" data-block=\"af8885\">\n\n<div class=\"Block-inner TitleBlock-inner\" slot=\"content\">\n<div class=\"ratio-1x1 Block-icon TitleBlock-icon\"><\/div>\n\n\n<h2 class=\"my-0 h4 font-inter Block-title TitleBlock-title\">Related articles<\/h2>\n<\/div>\n<\/block-title>\n\n<block-post-related 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TheEdgeResourceTeaser-link\"\n\t\thref=\"https:\/\/www.gong.io\/blog\/sales-machine-learning\/\" rel=\"bookmark\">\n\t\t<div class=\"TheEdgeResourceTeaser-image\">\n\t\t\t<div class=\"TheEdgeResourceTeaser-thumbnail Teaser-thumbnail\">\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<div class=\"TheEdgeResourceTeaser-date\">\n\t\t\t\t\t\tNov 2, 2022\t\t<\/div>\n\t\t<div class=\"TheEdgeResourceTeaser-content\">\n\t\t\t<h3 class=\"h7 font-inter mb-xSmall\">\n\t\t\t\t9 ways machine learning can improve your sales processes\t\t\t<\/h3>\n\t\t\t<ul class=\"TheEdgeResourceTeaser-categories\">\n\t\t\t\t<li><span>Selling Skills<\/span><\/li>\t\t\t<\/ul>\n\t\t<\/div>\n\t<\/a>\n<\/article>\n<\/div>\n<\/div>\n<\/block-post>\n\n\n<\/div>\n<\/div>\n<\/block-post-related>\n\n\n<\/div>\n<\/div>\n<\/block-post-footer>\n\n\n<\/div>\n<\/div>\n<\/block-post-template>\n\n","protected":false},"excerpt":{"rendered":"<p>During Gong\u2019s last webinar, Lars Nilsson, VP of Global Sales Development at Snowflake chatted with Udi Ledergor about his journey, growing his team from 85 to over 250 SDRs and contributing 60-70% of Snowflake\u2019s overall pipeline generation.\u00a0<\/p>\n<p>Here are four takeaways from the session on what it takes to lead a next-gen sales development organization.<\/p>\n","protected":false},"author":41,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[233],"class_list":["post-40575","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-sales-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Snowflake leads a next-gen sales development organization - Gong<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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