Marketing teams have spent the past two years testing AI. Some of those tests saved time. Very few actually changed how the business grows.
Snowflake’s new ebook, The GTM Leader’s Blueprint for AI Transformation, gets into the work behind that second part. It explains how Snowflake changed its own sales and marketing engine and used AI to drive revenue.
We were glad to contribute the Hightouch perspective because we see the same gap with our customers. A model can write copy or summarize a report. But useful marketing work requires much more information to produce high quality outputs: who the customer is, what they have done, what the brand stands for, what the business needs, and what has worked before.
For companies running on Snowflake, much of that information already lives in the Data Cloud. Hightouch lets marketing teams use it without setting up another customer-data store. Marketers can build audiences, run journeys, personalize lifecycle and paid campaigns, and send results back to Snowflake for measurement. The data stays under the company’s control, while the marketing team gets a practical way to use it.
That matters to CMOs because the value of AI won’t be measured by the number of tools their teams tried. It will show up in campaigns launched, customers reached, money saved, and revenue earned.
Read The GTM Leader’s Blueprint for AI Transformation for a look at how Snowflake approached the change inside its own GTM organization.
Meet us on the road
We’re carrying the discussion into a series of smaller events for marketing leaders. Reframe brings together people who are already changing how their teams work with data and AI.
We’ll also host two AI Marketing Forums with Snowflake and DAS42 alongside Snowflake World Tour:
Both events are open to local marketing leaders, whether or not they have a World Tour ticket. Come compare notes with the people doing the work.
