To be able to do the kind of projects we do, we push all our data into one place: Snowflake (our data platform). This lets us see all our marketing, sales, customer success, and product data in one place.

Some sample data from the Snowflake instance include:

• Sales data: Opportunities and account details, history of accounts and opportunities (inclusive of notes, emails, and call scripts).
• Marketing data: First engagements on accounts, campaign data, UTMs, traffic, conversion rates, inclusive of social media scraping, competitive intelligence.
• Customer information: Help desk tickets, customer success conversations, health scores, conversion rates for upsells and cross-sells.
• Partner data: Crossbeam data that shows us joint partners.
• Product information: Product utilization, active users (differentiated from the sales process), conversion rates for onboarding flows.

To ensure all incoming leads fit under the right account in our modeling, we use our own tool for lead-to-account matching. You can see an example of lead-to-account matching for ABM here.

We look at our entire funnel through an account lens. As a result, we are much more likely to make inferences about optimizing our full funnel.

Why Is This Important?

In SaaS, we all want accounts with a high LTV (lifetime value). No one wants a leaky bucket.

This allows us to look at conversions from one step to the next:

• Accounts in the service addressable market.