In a new episode of “Path to Market”, our Director Natasha Lytton and her co-host Micah Smurthwaite, Partner at Pipeline Ventures are joined by Ryan Lieber, an experienced Go-to-Market Leader and one of Snowflake’s earliest employees and its first SDR.

Together they discuss Snowflake’s impressive growth trajectory, the challenges and strategies of category creation, key sales methodologies like MEDDPICC, the best approaches for scaling internationally, and cross-functional sales efforts. Ryan shares his experiences from joining Snowflake when it was an unknown startup in 2014 to its current status as a data giant with over 7,000 employees and a market capitalization of over $50 billion.

He also delves into when and how founders should hire their first SDRs and sales leaders, the metrics for measuring their success, and the role of marketing alignment in scaling sales. Moreover, he emphasizes the importance of understanding regional cultural and communication nuances, and how to leverage partnerships in new markets.

Lastly, Ryan discusses his current role leading Snowflake’s startup program in Europe, aiming to help next-generation data-intensive startups succeed using Snowflake’s data cloud.