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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 12
  • Big bets · 3
  • Wildcards · 3
  • How we can help
Generated Oct 23, 2026
  1. Programmable
  2. Playbooks
  3. Snowflake
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growth playbook · Oct 23, 2026

snowflake.com (opens in a new tab)

Snowflake growth playbook

Diagnosis

Snowflake is growing fast for its size (product revenue up 37%, net revenue retention 126%) and its hiring points to the next phase: an agentic, rebuilt marketing operations stack, a Content Center of Excellence built on original research, a platform narrative and competitor comparisons, developer and Observe demand, industry and sovereignty programs, and new regional teams.

Real visitors already get a fast site. The gaps are in the plumbing and the edges: robots.txt sends crawlers to 48,000 legacy attachment URLs, many of them redirect loops; the homepage H1 reads "Code"; 92 pages still use the old Snowflake Intelligence name; migration and comparison pages cover only some rivals; and the trial, Observe and developer content is thin outside English.

This playbook fixes those first, then adds intent-based trials, migration and comparison pages, Observe cost proof, consumption-based marketing measures and an agent launch program.

Growth Score

8/10

Biggest Opportunity

Point the existing demand engine at the products driving growth (CoCo, CoWork, migrations, Observe), with clean indexing, intent-based trials and local pages in the markets it is hiring for.

Biggest Risk

Databricks, BigQuery and Fabric compete for the same AI platform budgets with bundles and aggressive claims; stale comparison pages and a cluttered index make it harder for buyers and AI assistants to see Snowflake's current story.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Retire the legacy WordPress sitemap that sends crawlers to 48,000 attachment URLs

    Delete the legacy sitemap line from robots.txt.

    High impact First result in 2 weeks
  2. 2

    Give the homepage a real H1: the heading search engines read today is "Code"

    Write three H1 options and pick one with PMM.

    Medium impact First result in 2 weeks
  3. 3

    Point the 92 "Snowflake Intelligence" pages at CoWork

    List the 92 URLs and their search traffic.

    Medium impact First result in 2 weeks

02

Your idea portfolio

24 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 2Big bets · 11Fill-ins · 6Reconsider · 5
Effort →

Showing 24 of 24 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Snowflake is hiring a Senior Marketing Systems Architect to audit and rationalize the marketing stack, and a content leader to win "share-of-voice" and search. Meanwhile robots.txt still points every crawler to a legacy WordPress sitemap of about 48,000 media-attachment URLs from 2015 to 2026. In a random sample of 160, checked twice, 47 redirect to themselves and never load, 20 are dead, 48 load the homepage under a different address, 22 bounce to a raw image or PDF and 23 are bare image pages. Not one is a page a buyer should land on, and AI crawlers read the same list.

    High impactLow effort First result in 2 weeks Senior Marketing Systems Arch…

    First action

    Delete the legacy sitemap line from robots.txt.

    How to measure it

    Indexed attachment and loop URLs

    Now
    –
    Target
    zero
    By
    90 days

    Steps

    1. 1

      Confirm with data

      Search Console crawl stats and index coverage for the legacy paths.

      Senior Marketing Systems Architect 1 day

    2. 2

      Drop the sitemap

      Remove /sitemap_index.xml from robots.txt and switch off attachment sitemaps.

      Web team 1 hour

    3. 3

      Fix self-redirects

      Find the rule that 301s attachment URLs to themselves; return 410 or redirect to the parent page.

      Web team 3 days

    4. 4

      Map attachment_id links

      Parent page or 410 instead of the homepage.

      Web team 2 days

    5. 5

      Keep what earns traffic

      Move legacy webinar and resource URLs with visits into the AEM sitemap with redirects.

      Senior Content Marketing Manager 1 week

    6. 6

      Request recrawl

      Submit the AEM sitemap only.

      Senior Content Marketing Manager 1 hour

    7. 7

      Monitor

      Crawl share and indexing of new pages, weekly for two months.

      Senior Marketing Systems Architect weekly

    First result
    2 weeks
    Cost
    Engineering time only
    Owner
    Senior Marketing Systems Architect

    Smallest test

    Remove the legacy sitemap line and fix one attachment path, then compare crawl stats after two weeks.

    Why it works

    Remove /sitemap_index.xml from robots.txt and stop generating attachment sitemaps; fix the self-redirect rule so those URLs return 410 or 301 to their parent event or webinar page; send ?attachment_id= links to their parent or 410 rather than the homepage. Keep the few legacy webinar, resource and event URLs that still earn traffic in the AEM sitemap. Then watch crawl stats and index coverage in Search Console.

    Crawl budget and index quality move to the 13,864 current pages, including new CoWork, CoCo and Observe pages, with no content work at all.

    Ready to use

    ChecklistLegacy sitemap clean-up

    [ ] robots.txt lists only the AEM sitemap
[ ] Attachment sitemaps switched off
[ ] No URL redirects to itself
[ ] ?attachment_id= goes to parent page or 410, never the homepage
[ ] Legacy webinar and resource URLs with traffic kept and redirected
[ ] Search Console: crawl stats and index coverage checked weekly

    Risks and how to handle them

    • Losing traffic to a legacy URL

      Check visits per path before removing anything.

    • Raw files still linked from old emails

      Keep the file URLs; only the attachment pages change.

    Evidence

    • Your websiterobots.txt lists two sitemaps: the current Adobe Experience Manager sitemap and a legacy WordPress /sitemap_index.xml. The WordPress index (read October 22, 2026) has 59 files; 50 are "attachment" sitemaps with about 48,000 media-attachment URLs dated 2015 to March 2026 (image, PDF and slide attachments under /event/, /thankyou/, /webinar/, /partner-webinar/ and ?attachment_id= links), plus about 2,500 page, resource, webinar and event URLs.Source
    • Site check160 randomly chosen URLs from the attachment sitemaps, checked twice on October 22, 2026: 47 answer with a 301 redirect to themselves, so they never load; 20 end in a 404 or on the 404 page; 48 ?attachment_id= links load the homepage; 22 redirect to a raw image or PDF; 23 load a bare attachment page for an image such as a webinar banner. None of the 160 is a page a buyer would want to land on.Source
    • HiringSenior Marketing Systems Architect (posted September 30, 2026): "Own the Marketo-to-Snowflake data sync", redesign "segmentation architecture" across Salesforce, Marketo, Snowflake, Hightouch and Clay, improve lead routing, and deliver "a MarTech stack health assessment" with "at least one consolidation decision executed".Source
    • HiringSenior Content Marketing Manager (posted October 14, 2026): Content Marketing is becoming "a Content Center of Excellence (CoE) that earns market authority through deep topic ownership, original research, and AI-powered workflows"; the role owns "original research programs - surveys, data studies, competitive analysis, and industry benchmarking", builds AI workflows on Cortex for drafting and "SEO optimization", and tracks "share-of-voice, search trends".Source
  • 02

    The homepage hero is a Code/Work toggle, and the only H1 contains the word "Code". The actual message, "Bring agentic AI to all your data", and the names CoCo and CoWork sit outside the heading, so search engines and AI assistants read the homepage's main heading as one word.

    Medium impactLow effort First result in 2 weeks Brand Design team

    First action

    Write three H1 options and pick one with PMM.

    How to measure it

    Homepage impressions for "AI data cloud" and agent terms

    Now
    –
    Target
    +15%
    By
    60 days

    Steps

    1. 1

      Write options

      Three H1 lines.

      Director, Product Marketing - Platform 1 day

    2. 2

      Design

      Toggle outside the H1.

      Brand Design team 2 days

    3. 3

      Build

      One H1 per page.

      Web team 1 day

    4. 4

      Localize

      All nine languages.

      Localization team 1 week

    5. 5

      Check

      Rendered HTML and accessibility.

      Web team 1 hour

    6. 6

      Measure

      Search Console queries.

      Senior Content Marketing Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Brand Design team

    Smallest test

    Change the markup on the English homepage first.

    Why it works

    Keep the toggle as an interactive element but make the H1 a full sentence that names the category and both agents (for example "The AI Data Cloud, with agents to code and work on all your data"). Mirror it in the nine language versions.

    The homepage heading is one of the strongest relevance signals the site has, and it should carry the platform narrative the new PMM director will own.

    Risks and how to handle them

    • Design change to the hero

      Visual stays the same; only the markup changes.

    Evidence

    • Your websiteHomepage: the only H1 heading contains the word "Code" (one side of a Code/Work toggle), while the message "Bring agentic AI to all your data" sits outside the heading; the hero promotes Snowflake CoCo ("a governed AI coding agent") and Snowflake CoWork ("The personal work agent"); "start for free" goes straight to signup.snowflake.com. The page has hreflang for nine languages.Source
    • HiringDirector, Product Marketing - Platform (posted October 6, 2026): "Own the platform narrative" as "the most trusted, performant, and enterprise-grade data and AI platform", own "competitive strategy", "competitor comparisons, objection-handling guides, and technical ROI materials", and "track key performance indicators" for "messaging effectiveness, pipeline influence, and adoption".Source
    • HiringSenior Content Marketing Manager (posted October 14, 2026): Content Marketing is becoming "a Content Center of Excellence (CoE) that earns market authority through deep topic ownership, original research, and AI-powered workflows"; the role owns "original research programs - surveys, data studies, competitive analysis, and industry benchmarking", builds AI workflows on Cortex for drafting and "SEO optimization", and tracks "share-of-voice, search trends".Source
  • 03

    Snowflake Intelligence is now Snowflake CoWork, and the product URL redirects, but 92 URLs in the sitemap still carry the old name, mostly blog posts that rank for it. Readers land on content about a product name that no longer exists, with no path to the new one.

    Medium impactLow effort First result in 2 weeks Senior Content Marketing Mana…

    First action

    List the 92 URLs and their search traffic.

    How to measure it

    Clicks from old-name posts to CoWork

    Now
    –
    Target
    +5,000 a month
    By
    60 days

    Steps

    1. 1

      List pages

      92 URLs by traffic.

      Senior Content Marketing Manager 1 day

    2. 2

      Write the note

      One reusable block.

      Senior Content Marketing Manager 1 day

    3. 3

      Add to posts

      Top 50 first.

      Web team 1 week

    4. 4

      Update titles

      Where the post is current.

      Senior Content Marketing Manager 1 week

    5. 5

      Add FAQ

      Formerly Snowflake Intelligence.

      Director, Product Marketing - Platform 1 day

    6. 6

      Measure

      Clicks to CoWork.

      Senior Analyst, GTM Analytics monthly

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Senior Content Marketing Manager

    Smallest test

    Add the note to the ten most-visited posts.

    Why it works

    Add a short "Snowflake Intelligence is now Snowflake CoWork" note and a CoWork call to action to each post, update titles where the post is about the product today, and add "formerly Snowflake Intelligence" to the CoWork page FAQ for people and assistants searching the old name.

    Renames lose traffic unless every old page passes visitors on, and CoWork is one of the products driving growth.

    Risks and how to handle them

    • Changing old URLs

      Keep URLs; change the content only.

    Evidence

    • Your websiteThe CoWork page says "Snowflake Intelligence is now Snowflake CoWork"; the old product URL redirects to CoWork, but 92 sitemap URLs still carry "snowflake-intelligence" in the address, mostly blog posts. A "Snowflake CoWork for CFOs" solution brief exists.Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
    • HiringDirector, Product Marketing - Platform (posted October 6, 2026): "Own the platform narrative" as "the most trusted, performant, and enterprise-grade data and AI platform", own "competitive strategy", "competitor comparisons, objection-handling guides, and technical ROI materials", and "track key performance indicators" for "messaging effectiveness, pipeline influence, and adoption".Source
  • 04

    The only platform comparison page states its claims "As of November 5, 2025", nearly a year old in a market that ships monthly. Competitive buyers check dates, and the new platform PMM director is hired to own competitive strategy and competitor comparisons.

    High impactLow effort First result in 1 month Director

    First action

    List each claim and its source.

    How to measure it

    Demo and trial clicks from the page

    Now
    –
    Target
    +20%
    By
    90 days

    Steps

    1. 1

      Audit claims

      Each line and its source.

      Director, Product Marketing - Platform 3 days

    2. 2

      Retest

      Benchmarks where needed.

      Performance engineering 2 weeks

    3. 3

      Add method

      How the figures were measured.

      Director, Product Marketing - Platform 2 days

    4. 4

      Legal review

      Competitive claims.

      Legal 1 week

    5. 5

      Publish

      With a new date.

      Web team 1 day

    6. 6

      Sync competitor comparison

      Same evidence.

      Director, Product Marketing - Platform 1 week

    First result
    1 month
    Cost
    Staff time only
    Owner
    Director, Product Marketing Platform

    Smallest test

    Update the date and the three headline claims.

    Why it works

    Re-verify each claim, update the date, add a short methodology for the "2x faster" figure (linking the Performance Index), and set a quarterly review. Use the same evidence in the field competitor comparison so web and sales say the same thing.

    A current, sourced comparison is more persuasive and harder to dismiss.

    Risks and how to handle them

    • Rival rebuttals

      Publish the method so the numbers stand up.

    Evidence

    • Your websiteComparison and migration pages: one platform comparison, "Snowflake vs. Databricks" ("Snowflake is enterprise-ready. Databricks is not.", "2x faster", 99.99% SLA, with claims dated "As of November 5, 2025"), plus Postgres vs Lakebase and a Data Cloud vs Spark lakehouse page. Migration landing pages exist for SQL Server, Teradata, Redshift and Spark (and SnowConvert AI); Oracle, BigQuery, Synapse and Hadoop appear only in blog posts, guides or resources. The site has data clean room material for advertising (attribution, Comscore and media partners).Source
    • HiringDirector, Product Marketing - Platform (posted October 6, 2026): "Own the platform narrative" as "the most trusted, performant, and enterprise-grade data and AI platform", own "competitive strategy", "competitor comparisons, objection-handling guides, and technical ROI materials", and "track key performance indicators" for "messaging effectiveness, pipeline influence, and adoption".Source
    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
  • 05

    The homepage sells two agents, CoCo for builders and CoWork for knowledge workers, but "start for free" goes to the same signup for everyone. The marketing ops director is hired for lifecycle strategy, real-time personalization and A/B testing.

    High impactMedium effort First result in 1 month Director

    First action

    Add the question to the signup form for 10% of traffic.

    How to measure it

    Trials running a first agent task in 7 days

    Now
    –
    Target
    +20%
    By
    90 days

    Steps

    1. 1

      Define activation

      First CoCo or CoWork task.

      Senior Analyst, GTM Analytics 1 week

    2. 2

      Add the question

      Signup form.

      Web team 1 week

    3. 3

      Write two paths

      Emails and in-product guides.

      Director, Global Marketing Operations 2 weeks

    4. 4

      Route to SDRs

      Intent in Salesforce.

      Senior Marketing Systems Architect 1 week

    5. 5

      A/B test

      Against current nurture.

      Director, Global Marketing Operations 1 month

    6. 6

      Report

      Activation and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Director, Global Marketing Operations

    Smallest test

    Run the question on 10% of signups.

    Why it works

    Add one question to signup ("What do you want to do first: build with CoCo or ask with CoWork?"), then send a trial path that matches: CoCo desktop setup and a first dbt or Snowpark task, or CoWork connected to a sample dataset. Test against today's trial emails.

    A first task that matches the reason for signing up raises activation, and the answer tells sales what each trial is about.

    Risks and how to handle them

    • Extra signup friction

      One optional question only.

    Evidence

    • Your websiteHomepage: the only H1 heading contains the word "Code" (one side of a Code/Work toggle), while the message "Bring agentic AI to all your data" sits outside the heading; the hero promotes Snowflake CoCo ("a governed AI coding agent") and Snowflake CoWork ("The personal work agent"); "start for free" goes straight to signup.snowflake.com. The page has hreflang for nine languages.Source
    • HiringDirector, Global Marketing Operations (posted September 17, 2026): lead "an agentic marketing ops strategy", "Audit and modernize marketing data architecture", standardize "the lead lifecycle, from response to MQL through handoff, nurturing, and measurement", own "global email and lifecycle strategy" with "real-time personalization" and "Drive experimentation and optimization (A/B testing)". Stack named: Salesforce, Marketo, Outreach, Snowflake, LeanData, ZoomInfo, Demandbase, Workato, Clay.Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
  • 06

    Snowflake is hiring field marketing in Brazil and Portuguese- and Spanish-speaking SDRs, and has hundreds of pages in each language. But the trial landing page exists only in English, Japanese, Korean and Chinese, so a Brazilian or German campaign has no local page to send people to.

    Medium impactLow effort First result in 1 month Field Marketing Manager

    First action

    Translate the trial page into Portuguese first.

    How to measure it

    Signups from pt_br and es trial pages

    Now
    –
    Target
    +30%
    By
    90 days

    Steps

    1. 1

      Translate

      Five languages.

      Localization team 2 weeks

    2. 2

      Add local proof

      One customer per market.

      Field Marketing Manager, Brazil 2 weeks

    3. 3

      Publish

      With hreflang.

      Web team 1 day

    4. 4

      Link campaigns

      Field and paid.

      Field Marketing Manager, Brazil 1 week

    5. 5

      Route signups

      By language to SDRs.

      Senior Marketing Systems Architect 1 week

    6. 6

      Measure

      Signups and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    1 month
    Cost
    Translation costs
    Owner
    Field Marketing Manager, Brazil

    Smallest test

    Launch the Portuguese page for the Brazil team.

    Why it works

    Translate the trial page into pt_br, es, de, fr and it with local proof and events, link it from each language's navigation, and route signups by language to the matching SDR team.

    Campaigns convert better on a page in the visitor's language, and the hiring shows these markets are a priority.

    Risks and how to handle them

    • Signup flow stays English

      Localize the first emails too.

    Evidence

    • Your websiteThe current sitemap has 13,864 URLs: English 7,737, Japanese 1,473, Korean 1,006, Italian 842, German 813, French 769, Portuguese 609, Spanish 599 and Simplified Chinese 16. Developer guides: 757 in English, 26 in Korean, 20 in Japanese and fewer than 10 in each other language. The Observe pages exist in English only; the trial landing page exists in English, Japanese, Korean and Chinese. The data sovereignty overview is in English, German, French, Spanish and Italian, and the blog covers sovereign options with STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud.Source
    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source

This quarter 12

The core plays for the next three months.

  • 07

    Snowflake's migration team has a north star of "reducing overall customer migration time" with a GenAI engine, and SnowConvert AI is free to try. Yet only SQL Server, Teradata, Redshift and Spark have migration landing pages; Oracle, BigQuery, Synapse and Hadoop appear only in blog posts and resources.

    High impactMedium effort First result in 1 quarter Senior Product Manager AI Mig…

    First action

    Rank sources by pipeline from last year's migration deals.

    How to measure it

    Assessments from migration pages

    Now
    –
    Target
    +40%
    By
    2 quarters

    Steps

    1. 1

      Rank sources

      By deals and search volume.

      Senior Product Manager - AI Migrations 1 week

    2. 2

      Collect proof

      One customer per source.

      Director, Product Marketing - Platform 1 month

    3. 3

      Write pages

      Five sources.

      Senior Content Marketing Manager 1 month

    4. 4

      Design

      Same template as existing pages.

      Brand Design team 2 weeks

    5. 5

      Publish and localize

      Top languages.

      Web team 1 month

    6. 6

      Measure

      Assessments and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Product Manager AI Migrations

    Smallest test

    Publish the Oracle page first.

    Why it works

    Build one page per source: what SnowConvert AI converts, typical timelines, a customer story, a partner list and a "start your assessment" call to action. Feed results back to the migration PM.

    People searching "<source> to Snowflake migration" are ready to buy, and each page answers the question that slows the deal.

    Risks and how to handle them

    • Overpromising timelines

      Show ranges from real projects.

    Evidence

    • Your websiteComparison and migration pages: one platform comparison, "Snowflake vs. Databricks" ("Snowflake is enterprise-ready. Databricks is not.", "2x faster", 99.99% SLA, with claims dated "As of November 5, 2025"), plus Postgres vs Lakebase and a Data Cloud vs Spark lakehouse page. Migration landing pages exist for SQL Server, Teradata, Redshift and Spark (and SnowConvert AI); Oracle, BigQuery, Synapse and Hadoop appear only in blog posts, guides or resources. The site has data clean room material for advertising (attribution, Comscore and media partners).Source
    • HiringProduct bets: a Senior Product Manager, Agent Marketplace to make Snowflake "the definitive destination where third-party AI agents are built, governed, distributed, and monetized"; a Senior Product Manager, AI Migrations whose "north star metric" is "reducing overall customer migration time" with a "GenAI-powered engine".Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
  • 08

    Snowflake's comparison pages cover Databricks and Postgres. BigQuery calls itself "the autonomous data and AI platform" and Fabric "an AI-powered analytics platform"; both are sold into the same accounts with cloud bundles, and there is no Snowflake page for either.

    High impactMedium effort First result in 1 quarter Director

    First action

    Ask sales which rival appears most in lost deals.

    How to measure it

    Comparison-page sessions to demo or trial

    Now
    –
    Target
    3%
    By
    2 quarters

    Steps

    1. 1

      Pick rivals

      From lost-deal data.

      Director, Product Marketing - Platform 1 week

    2. 2

      Research

      Rivals' current pages and pricing.

      Director, Product Marketing - Platform 2 weeks

    3. 3

      Write

      Two pages.

      Senior Content Marketing Manager 1 month

    4. 4

      Legal review

      Claims.

      Legal 2 weeks

    5. 5

      Publish

      With dates.

      Web team 1 day

    6. 6

      Refresh

      Quarterly.

      Director, Product Marketing - Platform quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Director, Product Marketing Platform

    Smallest test

    Publish the BigQuery page first.

    Why it works

    Write fair, dated comparisons for each: architecture, governance, cross-cloud, AI agents, pricing model and migration help, with the method behind any performance claim. Mirror them in the competitor comparisons.

    Buyers compare platforms before talking to sales, and AI assistants answer "Snowflake vs BigQuery" from whatever pages exist.

    Risks and how to handle them

    • Partner sensitivities with Google and Microsoft

      Keep it factual and focused on customer choice.

    Evidence

    • Your websiteComparison and migration pages: one platform comparison, "Snowflake vs. Databricks" ("Snowflake is enterprise-ready. Databricks is not.", "2x faster", 99.99% SLA, with claims dated "As of November 5, 2025"), plus Postgres vs Lakebase and a Data Cloud vs Spark lakehouse page. Migration landing pages exist for SQL Server, Teradata, Redshift and Spark (and SnowConvert AI); Oracle, BigQuery, Synapse and Hadoop appear only in blog posts, guides or resources. The site has data clean room material for advertising (attribution, Comscore and media partners).Source
    • Competitor researchRivals' own homepages: Databricks, "One database for AI, apps and agents"; Google BigQuery, "the autonomous data and AI platform"; Microsoft Fabric, "an AI-powered analytics platform that unites your data and services"; Datadog (against Observe), "AI-Powered Observability and Security".Source
    • HiringDirector, Product Marketing - Platform (posted October 6, 2026): "Own the platform narrative" as "the most trusted, performant, and enterprise-grade data and AI platform", own "competitive strategy", "competitor comparisons, objection-handling guides, and technical ROI materials", and "track key performance indicators" for "messaging effectiveness, pipeline influence, and adoption".Source
  • 09

    Observe now lives on snowflake.com and sells lower observability cost on a telemetry lakehouse, but its pages are English only and there is no comparison with Datadog or Splunk, the tools buyers are leaving. The Observe demand manager is hired to drive pipeline through PPC, webinars and workshops.

    High impactMedium effort First result in 1 quarter Marketing Operations and Dema…

    First action

    Agree the calculator inputs with Observe sales engineers.

    How to measure it

    Calculator completions to trial

    Now
    –
    Target
    15%
    By
    2 quarters

    Steps

    1. 1

      Define the model

      Volume, retention, users.

      Marketing Operations and Demand Manager, Observe 2 weeks

    2. 2

      Build calculator

      On the Observe pricing page.

      Web team 1 month

    3. 3

      Write comparisons

      Datadog and Splunk.

      Director, Product Marketing - Platform 1 month

    4. 4

      Launch PPC

      To the calculator.

      Marketing Operations and Demand Manager, Observe 2 weeks

    5. 5

      Use in webinars

      Follow-up emails.

      Marketing Operations and Demand Manager, Observe ongoing

    6. 6

      Measure

      Trials and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    1 quarter
    Cost
    Ad budget
    Owner
    Marketing Operations and Demand Manager, Observe

    Smallest test

    Publish a static cost table first.

    Why it works

    Publish a calculator (daily log volume, retention, users in; estimated cost on Observe vs current tool out) and two fair comparison pages. Use them as the landing pages for PPC and webinar follow-up.

    Cost is the reason buyers switch observability tools; showing their own number turns interest into a trial.

    Risks and how to handle them

    • Estimates questioned

      Show assumptions and ranges.

    Evidence

    • Your websiteobserveinc.com now redirects to snowflake.com/en/product/observe/. The Observe page sells "AI-powered observability at scale" with an AI SRE, a telemetry lakehouse on Snowflake, a pricing page and "Agent Observability is coming soon"; it has no comparison with Datadog or Splunk.Source
    • Competitor researchRivals' own homepages: Databricks, "One database for AI, apps and agents"; Google BigQuery, "the autonomous data and AI platform"; Microsoft Fabric, "an AI-powered analytics platform that unites your data and services"; Datadog (against Observe), "AI-Powered Observability and Security".Source
    • HiringDeveloper and Observe marketing: a Senior Social Media Manager, Developer Community to run the "developer social presence" for "new feature releases, open source contributions, technical events" and paid social with "clear KPIs"; a Marketing Operations and Demand Manager, Observe to own Marketo, Zoom Webinars and On24 and run "Email nurture", "Webinars, PPC" and "hands-on workshops" for "the observability and engineering audience", building plays "by slicing and collating existing content such as webinars".Source
    • Your websiteThe current sitemap has 13,864 URLs: English 7,737, Japanese 1,473, Korean 1,006, Italian 842, German 813, French 769, Portuguese 609, Spanish 599 and Simplified Chinese 16. Developer guides: 757 in English, 26 in Korean, 20 in Japanese and fewer than 10 in each other language. The Observe pages exist in English only; the trial landing page exists in English, Japanese, Korean and Chinese. The data sovereignty overview is in English, German, French, Spanish and Italian, and the blog covers sovereign options with STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud.Source
  • 10

    Snowflake runs hundreds of webinars (about 940 in the legacy webinar sitemap alone) and has 1,264 YouTube videos. The Observe demand manager is asked to build plays "by slicing and collating existing content such as webinars".

    Medium impactMedium effort First result in 1 quarter Marketing Operations and Dema…

    First action

    Chapter the ten most-watched webinars.

    How to measure it

    Monthly views on clipped content

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Rank webinars

      By views and pipeline.

      Marketing Operations and Demand Manager, Observe 1 week

    2. 2

      Transcribe and chapter

      AI-assisted.

      Senior Content Marketing Manager 1 month

    3. 3

      Cut answers

      60-second clips.

      Senior Social Media Manager, Developer Community 1 month

    4. 4

      Publish

      YouTube and topic pages.

      Senior Social Media Manager, Developer Community ongoing

    5. 5

      Link to labs

      Trial and hands-on labs.

      Director, Global Marketing Operations 1 week

    6. 6

      Measure

      Views and signups.

      Senior Analyst, GTM Analytics monthly

    First result
    1 quarter
    Cost
    Editing time
    Owner
    Marketing Operations and Demand Manager, Observe

    Smallest test

    Clip one webinar into five answers.

    Why it works

    Pick the 100 most-watched on-demand webinars, add chapters and transcripts, cut 60-second answers to the questions buyers ask, and publish them on YouTube and topic pages. Link each to the trial or a hands-on lab.

    Content already paid for keeps working, and chaptered answers are what video search and AI assistants surface.

    Risks and how to handle them

    • Outdated product details

      Skip webinars older than two years.

    Evidence

    • Your websiterobots.txt lists two sitemaps: the current Adobe Experience Manager sitemap and a legacy WordPress /sitemap_index.xml. The WordPress index (read October 22, 2026) has 59 files; 50 are "attachment" sitemaps with about 48,000 media-attachment URLs dated 2015 to March 2026 (image, PDF and slide attachments under /event/, /thankyou/, /webinar/, /partner-webinar/ and ?attachment_id= links), plus about 2,500 page, resource, webinar and event URLs.Source
    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
    • HiringDeveloper and Observe marketing: a Senior Social Media Manager, Developer Community to run the "developer social presence" for "new feature releases, open source contributions, technical events" and paid social with "clear KPIs"; a Marketing Operations and Demand Manager, Observe to own Marketo, Zoom Webinars and On24 and run "Email nurture", "Webinars, PPC" and "hands-on workshops" for "the observability and engineering audience", building plays "by slicing and collating existing content such as webinars".Source
  • 11

    The new developer social lead owns feature releases, open source and paid social with clear KPIs. CoCo is a coding agent, and developers trust what they see run.

    Medium impactMedium effort First result in 1 quarter Senior Social Media Manager

    First action

    Record the first three episodes.

    How to measure it

    Signups from series links

    Now
    –
    Target
    1,000 a quarter
    By
    2 quarters

    Steps

    1. 1

      Pick tasks

      12 weeks of tasks.

      Developer Relations 1 week

    2. 2

      Record

      Weekly.

      Developer Relations weekly

    3. 3

      Publish

      X, LinkedIn, YouTube Shorts.

      Senior Social Media Manager, Developer Community weekly

    4. 4

      Boost

      Top two a month.

      Senior Social Media Manager, Developer Community monthly

    5. 5

      Link labs

      Tracked links.

      Director, Global Marketing Operations 1 week

    6. 6

      Report

      Engagement and signups.

      Senior Social Media Manager, Developer Community monthly

    First result
    1 quarter
    Cost
    Paid social budget
    Owner
    Senior Social Media Manager, Developer Community

    Smallest test

    Post one episode this week.

    Why it works

    Publish one short screen recording a week: a real task (a dbt model, a Streamlit app, a pipeline fix) done with CoCo, with the prompt and result. Boost the best two each month with paid social to developer audiences and link to a hands-on lab.

    A repeatable format builds an audience faster than one-off launch posts and shows the product working.

    Risks and how to handle them

    • Demo looks staged

      Show real prompts, including retries.

    Evidence

    • HiringDeveloper and Observe marketing: a Senior Social Media Manager, Developer Community to run the "developer social presence" for "new feature releases, open source contributions, technical events" and paid social with "clear KPIs"; a Marketing Operations and Demand Manager, Observe to own Marketo, Zoom Webinars and On24 and run "Email nurture", "Webinars, PPC" and "hands-on workshops" for "the observability and engineering audience", building plays "by slicing and collating existing content such as webinars".Source
    • Your websiteHomepage: the only H1 heading contains the word "Code" (one side of a Code/Work toggle), while the message "Bring agentic AI to all your data" sits outside the heading; the hero promotes Snowflake CoCo ("a governed AI coding agent") and Snowflake CoWork ("The personal work agent"); "start for free" goes straight to signup.snowflake.com. The page has hreflang for nine languages.Source
    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
  • 12

    The Content CoE is asked to earn authority through "original research", and Snowflake already publishes a monthly AI Pulse and a Performance Index. With 828 customers above $1 million and CoWork and CoCo driving growth, aggregate usage could show what no survey can.

    High impactHigh effort First result in 2 quarters Senior Content Marketing Mana…

    First action

    List the ten questions customers ask most about agents.

    How to measure it

    Report downloads

    Now
    –
    Target
    25,000
    By
    1 year

    Steps

    1. 1

      Pick questions

      Ten.

      Senior Content Marketing Manager 2 weeks

    2. 2

      Privacy review

      Aggregates only, customer terms.

      Legal 1 month

    3. 3

      Analyze

      Usage and survey.

      Senior Analyst, GTM Analytics 2 months

    4. 4

      Write

      Report and editions.

      Senior Content Marketing Manager 1 month

    5. 5

      Launch

      Press, social, events.

      Corporate Communications 1 month

    6. 6

      Enable field

      Talk tracks.

      Director, Product Marketing - Platform 2 weeks

    First result
    2 quarters
    Cost
    Research budget
    Owner
    Senior Content Marketing Manager

    Smallest test

    Publish one chart in the next AI Pulse.

    Why it works

    Publish a yearly report on how enterprises use AI agents on their data (adoption by industry, common tasks, governance patterns), built from anonymized, aggregated signals plus a survey, with regional editions.

    Original data earns press, links and AI citations, and gives every PMM and field marketer a reason to call.

    Risks and how to handle them

    • Customer data concerns

      Publish only aggregated, thresholded figures.

    Evidence

    • HiringSenior Content Marketing Manager (posted October 14, 2026): Content Marketing is becoming "a Content Center of Excellence (CoE) that earns market authority through deep topic ownership, original research, and AI-powered workflows"; the role owns "original research programs - surveys, data studies, competitive analysis, and industry benchmarking", builds AI workflows on Cortex for drafting and "SEO optimization", and tracks "share-of-voice, search trends".Source
    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
  • 13

    The systems architect is hired to audit the Marketo-to-Snowflake sync and redesign segmentation across Salesforce, Marketo, Hightouch and Clay. Every Snowflake customer's marketing team has the same problem, and Snowflake already runs "Snowflake on Snowflake" and marketing data stack content.

    High impactMedium effort First result in 2 quarters Senior Marketing Systems Arch…

    First action

    Agree what can be shared publicly.

    How to measure it

    App installs

    Now
    –
    Target
    500
    By
    3 quarters

    Steps

    1. 1

      Finish the model

      Internal first.

      Senior Marketing Systems Architect 1 quarter

    2. 2

      Strip internals

      No company data or secrets.

      Senior Marketing Systems Architect 1 month

    3. 3

      Package

      Native App or quickstart.

      Developer Relations 1 month

    4. 4

      Write the guide

      How Snowflake runs it.

      Senior Content Marketing Manager 2 weeks

    5. 5

      Launch

      Marketplace and webinar.

      Director, Global Marketing Operations 1 month

    6. 6

      Measure

      Installs and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    2 quarters
    Cost
    Engineering time
    Owner
    Senior Marketing Systems Architect

    Smallest test

    Publish the lead lifecycle schema as a guide.

    Why it works

    Once the new model is built, package a cleaned version (lead lifecycle, segmentation, attribution tables and dashboards) as a free Native App or quickstart on the Marketplace, with a guide written by the team that runs it.

    It turns internal work into a lead magnet for marketing buyers, a growing audience for Snowflake.

    Risks and how to handle them

    • Exposing internal design

      Share the pattern, not the configuration.

    Evidence

    • HiringSenior Marketing Systems Architect (posted September 30, 2026): "Own the Marketo-to-Snowflake data sync", redesign "segmentation architecture" across Salesforce, Marketo, Snowflake, Hightouch and Clay, improve lead routing, and deliver "a MarTech stack health assessment" with "at least one consolidation decision executed".Source
    • HiringDirector, Global Marketing Operations (posted September 17, 2026): lead "an agentic marketing ops strategy", "Audit and modernize marketing data architecture", standardize "the lead lifecycle, from response to MQL through handoff, nurturing, and measurement", own "global email and lifecycle strategy" with "real-time personalization" and "Drive experimentation and optimization (A/B testing)". Stack named: Salesforce, Marketo, Outreach, Snowflake, LeanData, ZoomInfo, Demandbase, Workato, Clay.Source
    • HiringProduct bets: a Senior Product Manager, Agent Marketplace to make Snowflake "the definitive destination where third-party AI agents are built, governed, distributed, and monetized"; a Senior Product Manager, AI Migrations whose "north star metric" is "reducing overall customer migration time" with a "GenAI-powered engine".Source
  • 14

    The marketing finance analyst works toward "pipeline and consumption growth", and Snowflake earns on usage with 126% net revenue retention. A program that brings fast-consuming customers is worth more than one that brings large but slow deals.

    High impactMedium effort First result in 1 quarter Senior Financial Analyst

    First action

    Pick last year's top 20 programs and pull 12-month consumption.

    How to measure it

    Programs ranked by 12-month consumption

    Now
    –
    Target
    all major programs
    By
    2 quarters

    Steps

    1. 1

      Define the metric

      Consumption at 6 and 12 months.

      Senior Financial Analyst, Marketing 2 weeks

    2. 2

      Join data

      Touches to usage.

      Senior Analyst, GTM Analytics 1 month

    3. 3

      Build view

      By program and region.

      Senior Analyst, GTM Analytics 2 weeks

    4. 4

      Review

      With marketing leaders.

      Senior Financial Analyst, Marketing 1 week

    5. 5

      Use in budgets

      Next quarter.

      Senior Financial Analyst, Marketing quarterly

    6. 6

      Refine

      Attribution rules.

      Senior Analyst, GTM Analytics quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Senior Financial Analyst, Marketing

    Smallest test

    Rank ten programs by 6-month consumption.

    Why it works

    Join campaign touches to accounts' consumption in their first 6 and 12 months, report consumption per marketing dollar by program, and use it in quarterly budget decisions alongside pipeline.

    Budget moves to the programs that create usage, which is how revenue is actually made.

    Risks and how to handle them

    • Long lag before consumption

      Use early usage as a leading signal.

    Evidence

    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source
    • HiringDirector, Global Marketing Operations (posted September 17, 2026): lead "an agentic marketing ops strategy", "Audit and modernize marketing data architecture", standardize "the lead lifecycle, from response to MQL through handoff, nurturing, and measurement", own "global email and lifecycle strategy" with "real-time personalization" and "Drive experimentation and optimization (A/B testing)". Stack named: Salesforce, Marketo, Outreach, Snowflake, LeanData, ZoomInfo, Demandbase, Workato, Clay.Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
  • 15

    Snowflake has a data sovereignty overview in five languages and blog posts on STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud. The new EMEA PMM is asked to run campaigns "based on local nuances" with partners. Buyers search by country.

    High impactMedium effort First result in 2 quarters Product Marketing Manager Sov…

    First action

    Draft the German page with STACKIT.

    How to measure it

    Sovereignty-sourced opportunities

    Now
    –
    Target
    +30%
    By
    3 quarters

    Steps

    1. 1

      Pick markets

      Four.

      Product Marketing Manager - Sovereignty & Public Sector, EMEA 1 week

    2. 2

      Write pages

      Options, partners, regions.

      Product Marketing Manager - Sovereignty & Public Sector, EMEA 1 month

    3. 3

      Partner review

      Co-branding.

      Partner Marketing 1 month

    4. 4

      Localize

      Native review.

      Localization team 1 month

    5. 5

      Co-market

      Partner campaigns.

      Product Marketing Manager - Sovereignty & Public Sector, EMEA ongoing

    6. 6

      Measure

      Pipeline by market.

      Senior Analyst, GTM Analytics monthly

    First result
    2 quarters
    Cost
    Staff and translation
    Owner
    Product Marketing Manager Sovereignty & Public Sector, EMEA

    Smallest test

    Publish the German page.

    Why it works

    Build one page per key market: the local sovereign options, the partners, the regions, public sector references and a contact path to the local team, in the local language, and co-market each with its partner.

    A country page answers the first question every public sector and regulated buyer asks, and gives partners a page to promote.

    Risks and how to handle them

    • Regulatory claims

      Legal review on every page.

    Evidence

    • Your websiteThe current sitemap has 13,864 URLs: English 7,737, Japanese 1,473, Korean 1,006, Italian 842, German 813, French 769, Portuguese 609, Spanish 599 and Simplified Chinese 16. Developer guides: 757 in English, 26 in Korean, 20 in Japanese and fewer than 10 in each other language. The Observe pages exist in English only; the trial landing page exists in English, Japanese, Korean and Chinese. The data sovereignty overview is in English, German, French, Spanish and Italian, and the blog covers sovereign options with STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud.Source
    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source
  • 16

    The Department Solutions PMM targets the CFO office, and Snowflake already has a "CoWork for CFOs" brief. Finance leaders buy on numbers: hours on close, reporting and variance analysis.

    Medium impactMedium effort First result in 1 quarter Sr. Product Marketing Manager

    First action

    Gather time-saved data from three CoWork finance users.

    How to measure it

    CoWork finance pilots

    Now
    –
    Target
    50
    By
    2 quarters

    Steps

    1. 1

      Collect data

      Three customers.

      Sr. Product Marketing Manager, Department Solutions 1 month

    2. 2

      Build model

      Hours and payback.

      Senior Financial Analyst, Marketing 2 weeks

    3. 3

      Design

      Calculator page.

      Brand Design team 2 weeks

    4. 4

      Publish

      With the brief.

      Web team 1 week

    5. 5

      Use in campaigns

      Finance programs.

      Sr. Product Marketing Manager, Department Solutions ongoing

    6. 6

      Measure

      Pilots and pipeline.

      Senior Analyst, GTM Analytics monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Sr. Product Marketing Manager, Department Solutions

    Smallest test

    Add a payback table to the CFO brief.

    Why it works

    Build a short calculator: team size, hours on recurring reports and close tasks in; estimated hours saved with CoWork and payback out, with method and a customer example. Use it in finance campaigns and AE follow-up.

    A credible number in the buyer's own terms gets finance leaders to a pilot.

    Risks and how to handle them

    • Inflated savings

      Use measured customer ranges.

    Evidence

    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source
    • Your websiteThe CoWork page says "Snowflake Intelligence is now Snowflake CoWork"; the old product URL redirects to CoWork, but 92 sitemap URLs still carry "snowflake-intelligence" in the address, mostly blog posts. A "Snowflake CoWork for CFOs" solution brief exists.Source
  • 17

    The new Media, Entertainment and Advertising PMM is asked for "big bets" and sales plays. Snowflake already has clean room material (attribution, Comscore with media partners). Advertisers want proof on their own data before they buy.

    Medium impactMedium effort First result in 2 quarters Sr Product Marketing Manager

    First action

    Recruit one publisher and two advertisers.

    How to measure it

    Pilot-to-contract rate

    Now
    –
    Target
    40%
    By
    3 quarters

    Steps

    1. 1

      Design the pilot

      One question, 30 days.

      Sr Product Marketing Manager, Media, Entertainment and Advertising 2 weeks

    2. 2

      Pick partners

      Setup partners.

      Partner Marketing 2 weeks

    3. 3

      Recruit

      Publishers and advertisers.

      Sr Product Marketing Manager, Media, Entertainment and Advertising 1 month

    4. 4

      Run

      Five pilots.

      Solution Engineering 1 quarter

    5. 5

      Publish results

      Two case studies.

      Senior Content Marketing Manager 1 month

    6. 6

      Measure

      Conversion.

      Senior Analyst, GTM Analytics monthly

    First result
    2 quarters
    Cost
    Partner fees
    Owner
    Sr Product Marketing Manager, Media, Entertainment and Advertising

    Smallest test

    Run one pilot.

    Why it works

    Offer a 30-day clean room pilot: a publisher and an advertiser match audiences in a Snowflake clean room with a fixed measurement question, with a partner doing the setup. Publish two results as case studies.

    A short, bounded pilot answers the privacy and value questions at once and creates proof for the next wave.

    Risks and how to handle them

    • Pilots stall on legal

      Use a standard pilot agreement.

    Evidence

    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source
    • Your websiteComparison and migration pages: one platform comparison, "Snowflake vs. Databricks" ("Snowflake is enterprise-ready. Databricks is not.", "2x faster", 99.99% SLA, with claims dated "As of November 5, 2025"), plus Postgres vs Lakebase and a Data Cloud vs Spark lakehouse page. Migration landing pages exist for SQL Server, Teradata, Redshift and Spark (and SnowConvert AI); Oracle, BigQuery, Synapse and Hadoop appear only in blog posts, guides or resources. The site has data clean room material for advertising (attribution, Comscore and media partners).Source
  • 18

    Snowflake has 757 developer guides in English, 26 in Korean and 20 in Japanese, while it is hiring product marketers and evangelists in Seoul and ASEAN and has more than a thousand Korean and Japanese pages elsewhere on the site.

    Medium impactMedium effort First result in 2 quarters Senior Product Marketing Mana…

    First action

    List the top 50 guides by usage.

    How to measure it

    Localized guide sessions

    Now
    –
    Target
    +100%
    By
    2 quarters

    Steps

    1. 1

      Rank guides

      Top 50.

      Developer Relations 1 week

    2. 2

      Translate

      AI draft and native review.

      Localization team 1 quarter

    3. 3

      Publish

      With hreflang.

      Web team ongoing

    4. 4

      Promote

      Meetups and talks.

      Senior Product Marketing Manager and Evangelist (Korea) monthly

    5. 5

      Update

      When the English changes.

      Localization team ongoing

    6. 6

      Measure

      Sessions and signups.

      Senior Analyst, GTM Analytics monthly

    First result
    2 quarters
    Cost
    Translation costs
    Owner
    Senior Product Marketing Manager and Evangelist (Korea)

    Smallest test

    Translate five Korean guides.

    Why it works

    Translate the 50 most-used guides (CoCo, Cortex, Snowpark, Streamlit, Iceberg) into Korean and Japanese with native technical review, and promote them through local meetups and evangelist talks.

    Developers learn in their own language, and guides are the step between interest and a working project.

    Risks and how to handle them

    • Guides go stale

      Translate only stable guides first.

    Evidence

    • Your websiteThe current sitemap has 13,864 URLs: English 7,737, Japanese 1,473, Korean 1,006, Italian 842, German 813, French 769, Portuguese 609, Spanish 599 and Simplified Chinese 16. Developer guides: 757 in English, 26 in Korean, 20 in Japanese and fewer than 10 in each other language. The Observe pages exist in English only; the trial landing page exists in English, Japanese, Korean and Chinese. The data sovereignty overview is in English, German, French, Spanish and Italian, and the blog covers sovereign options with STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud.Source
    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source

Big bets 3

Larger plays that can change the trajectory.

  • 19

    The Agent Marketplace PM is asked to make Snowflake "the definitive destination where third-party AI agents are built, governed, distributed, and monetized". Partners will come where buyers are, and buyers need a reason to browse.

    High impactHigh effort First result in 4 quarters Senior Product Manager Agent…

    First action

    Pick the first five partner agents.

    How to measure it

    Monthly agent installs

    Now
    –
    Target
    3x
    By
    4 quarters

    Steps

    1. 1

      Set criteria

      Quality and governance.

      Senior Product Manager - Agent Marketplace 1 month

    2. 2

      Build the kit

      Co-marketing templates.

      Partner Marketing 1 month

    3. 3

      First showcase

      Five agents.

      Senior Product Manager - Agent Marketplace 1 month

    4. 4

      Feature in CoWork

      Placement.

      Senior Product Manager - Agent Marketplace 1 quarter

    5. 5

      Repeat

      Monthly.

      Partner Marketing monthly

    6. 6

      Measure

      Installs and consumption.

      Senior Analyst, GTM Analytics monthly

    First result
    4 quarters
    Cost
    Program costs
    Owner
    Senior Product Manager Agent Marketplace

    Smallest test

    Host one showcase webinar.

    Why it works

    Run a monthly agent showcase: five new agents, a live demo, a co-marketing kit for each partner and featured placement on the Marketplace and in CoWork. Track installs and consumption per listing, and publish the top agents each quarter.

    A visible launch path brings more partners, and more agents give customers more reasons to consume.

    Risks and how to handle them

    • Low-quality agents

      Review before featuring.

    Evidence

    • HiringProduct bets: a Senior Product Manager, Agent Marketplace to make Snowflake "the definitive destination where third-party AI agents are built, governed, distributed, and monetized"; a Senior Product Manager, AI Migrations whose "north star metric" is "reducing overall customer migration time" with a "GenAI-powered engine".Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
    • Your websiteThe CoWork page says "Snowflake Intelligence is now Snowflake CoWork"; the old product URL redirects to CoWork, but 92 sitemap URLs still carry "snowflake-intelligence" in the address, mostly blog posts. A "Snowflake CoWork for CFOs" solution brief exists.Source
  • 20

    The marketing ops director is asked to lead "an agentic marketing ops strategy" that replaces manual work. Trial signups need fast, relevant follow-up, and SDR time is limited.

    High impactHigh effort First result in 3 quarters Director

    First action

    Measure today's time from signup to first touch.

    How to measure it

    Trial-to-opportunity conversion

    Now
    –
    Target
    +25%
    By
    3 quarters

    Steps

    1. 1

      Baseline

      Time to first touch.

      Senior Analyst, GTM Analytics 1 week

    2. 2

      Design

      Inputs and outputs.

      Director, Global Marketing Operations 1 month

    3. 3

      Build

      On Cortex and CoWork.

      Senior Marketing Systems Architect 1 quarter

    4. 4

      Pilot

      One region.

      Director, Global Marketing Operations 1 month

    5. 5

      Compare

      Against human-only.

      Senior Analyst, GTM Analytics 1 month

    6. 6

      Roll out

      Globally.

      Director, Global Marketing Operations 1 quarter

    First result
    3 quarters
    Cost
    Engineering time
    Owner
    Director, Global Marketing Operations

    Smallest test

    Run the agent in draft mode for one week.

    Why it works

    Build an agent on Snowflake that reads each signup (company, intent question, first activity), enriches it, writes a tailored first email and a brief for the SDR, and flags high-fit accounts within an hour. Measure against human-only follow-up.

    Faster, more specific follow-up lifts conversion, and it shows Snowflake's own agents doing real work.

    Risks and how to handle them

    • Generic AI emails

      SDR approves every first email in the pilot.

    Builds on

    Evidence

    • HiringDirector, Global Marketing Operations (posted September 17, 2026): lead "an agentic marketing ops strategy", "Audit and modernize marketing data architecture", standardize "the lead lifecycle, from response to MQL through handoff, nurturing, and measurement", own "global email and lifecycle strategy" with "real-time personalization" and "Drive experimentation and optimization (A/B testing)". Stack named: Salesforce, Marketo, Outreach, Snowflake, LeanData, ZoomInfo, Demandbase, Workato, Clay.Source
    • HiringIndustry, regional and analytics hiring: senior PMMs for Media, Entertainment and Advertising and for the "Finance Department / CFO Office"; a PMM for "Data and AI Sovereignty in EMEA" and the Public Sector, working through "cloud, systems integrator, and specialized partner" co-marketing; field marketing for US Majors Financial Services and Brazil; product marketers and evangelists in Seoul and ASEAN ("more than 13,000 customers"); Portuguese- and Spanish-speaking SDRs; a Senior Financial Analyst, Marketing whose "North Star is to increase pipeline generation" and drive "pipeline and consumption growth"; and a Senior Analyst, GTM Analytics for "funnel leakage".Source
    • Your websiteHomepage: the only H1 heading contains the word "Code" (one side of a Code/Work toggle), while the message "Bring agentic AI to all your data" sits outside the heading; the hero promotes Snowflake CoCo ("a governed AI coding agent") and Snowflake CoWork ("The personal work agent"); "start for free" goes straight to signup.snowflake.com. The page has hreflang for nine languages.Source
  • 21

    The migration team's north star is reducing customer migration time. Buyers fear migrations more than any other part of switching; a published, measured number from real projects would answer that fear directly.

    High impactHigh effort First result in 4 quarters Senior Product Manager AI Mig…

    First action

    Agree how migration time is measured.

    How to measure it

    Migration opportunities

    Now
    –
    Target
    +25%
    By
    4 quarters

    Steps

    1. 1

      Define measure

      Start and end of a project.

      Senior Product Manager - AI Migrations 1 month

    2. 2

      Collect data

      Projects with consent.

      Senior Product Manager - AI Migrations 1 quarter

    3. 3

      Publish

      First benchmark.

      Senior Content Marketing Manager 1 month

    4. 4

      Update

      Quarterly.

      Senior Product Manager - AI Migrations quarterly

    5. 5

      Use in sales

      Competitor comparisons.

      Director, Product Marketing - Platform ongoing

    6. 6

      Measure

      Pipeline.

      Senior Analyst, GTM Analytics quarterly

    First result
    4 quarters
    Cost
    Analyst time
    Owner
    Senior Product Manager AI Migrations

    Smallest test

    Publish one figure for Teradata migrations.

    Why it works

    Publish median migration time and effort by source system and size, measured from SnowConvert AI projects, and update it quarterly as the GenAI engine improves.

    A measured benchmark makes the migration promise concrete and creates a stream of news as the numbers fall.

    Risks and how to handle them

    • Numbers vary widely

      Show ranges by size.

    Builds on

    Evidence

    • HiringProduct bets: a Senior Product Manager, Agent Marketplace to make Snowflake "the definitive destination where third-party AI agents are built, governed, distributed, and monetized"; a Senior Product Manager, AI Migrations whose "north star metric" is "reducing overall customer migration time" with a "GenAI-powered engine".Source
    • Your websiteComparison and migration pages: one platform comparison, "Snowflake vs. Databricks" ("Snowflake is enterprise-ready. Databricks is not.", "2x faster", 99.99% SLA, with claims dated "As of November 5, 2025"), plus Postgres vs Lakebase and a Data Cloud vs Spark lakehouse page. Migration landing pages exist for SQL Server, Teradata, Redshift and Spark (and SnowConvert AI); Oracle, BigQuery, Synapse and Hadoop appear only in blog posts, guides or resources. The site has data clean room material for advertising (attribution, Comscore and media partners).Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 22

    The CoWork iOS app is rated 4.91, but from only 35 ratings. As CoWork becomes a growth driver, a stronger app listing helps employees find and trust it.

    Medium impactLow effort First result in 1 month CoWork product team

    First action

    Add the rating prompt to the next release.

    How to measure it

    iOS ratings

    Now
    –
    Target
    500
    By
    2 quarters

    Steps

    1. 1

      Pick the moment

      Fifth task.

      CoWork product team 1 week

    2. 2

      Build prompt

      Native rating dialog.

      CoWork product team 1 week

    3. 3

      Promote app

      Onboarding emails.

      Director, Global Marketing Operations 2 weeks

    4. 4

      Add Android

      If available.

      CoWork product team 1 quarter

    5. 5

      Reply to reviews

      Weekly.

      CoWork product team weekly

    6. 6

      Measure

      Ratings and installs.

      Senior Analyst, GTM Analytics monthly

    First result
    1 month
    Cost
    $0
    Owner
    CoWork product team

    Smallest test

    Ship the prompt in one release.

    Why it works

    Prompt for a rating after a user's fifth successful task on mobile, and promote the app in CoWork onboarding emails.

    More ratings lift App Store visibility at almost no cost.

    Risks and how to handle them

    • Prompt annoys users

      Show once per user.

    Evidence

    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
    • News coverageQ2 fiscal 2027 (quarter to July 31, 2026, reported September 2): product revenue $1.49 billion, up 37%; 828 customers above $1 million in trailing product revenue; 829 Forbes Global 2000 customers; net revenue retention 126%; remaining performance obligations $9.00 billion; full-year product revenue growth guidance raised to 36%, with CoWork and CoCo cited as drivers.Source
  • 23

    The homepage offers Simplified Chinese, but the Chinese site has 16 pages (against 1,006 in Korean). A visitor who switches language finds product pages, a trial page and one World Tour page.

    Medium impactLow effort First result in 1 quarter Director

    First action

    Check Chinese-language traffic and leads last year.

    How to measure it

    Chinese-site leads

    Now
    –
    Target
    measured and decided
    By
    1 quarter

    Steps

    1. 1

      Pull data

      Traffic and leads.

      Senior Analyst, GTM Analytics 1 week

    2. 2

      Talk to partners

      Who serves the market.

      Director, Partners & Alliances - China 2 weeks

    3. 3

      Decide

      Build or remove.

      Regional marketing lead 1 week

    4. 4

      Act

      Pages or redirect.

      Web team 1 month

    5. 5

      Update hreflang

      If removed.

      Web team 1 day

    6. 6

      Review

      Quarterly.

      Senior Analyst, GTM Analytics quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Director, Partners & Alliances China

    Smallest test

    Pull the traffic numbers.

    Why it works

    Either build the Chinese site around the real audience (multinationals operating in China and Chinese companies abroad), with partner pages and case studies, or remove it from the language menu and point to the partner who serves that market.

    A thin language site can do more harm than none; a clear decision helps the partner team.

    Risks and how to handle them

    • Regional sensitivities

      Agree with legal and the regional team.

    Evidence

    • Your websiteThe current sitemap has 13,864 URLs: English 7,737, Japanese 1,473, Korean 1,006, Italian 842, German 813, French 769, Portuguese 609, Spanish 599 and Simplified Chinese 16. Developer guides: 757 in English, 26 in Korean, 20 in Japanese and fewer than 10 in each other language. The Observe pages exist in English only; the trial landing page exists in English, Japanese, Korean and Chinese. The data sovereignty overview is in English, German, French, Spanish and Italian, and the blog covers sovereign options with STACKIT, Bleu, Orange Business and the AWS European Sovereign Cloud.Source
    • Your websiteHomepage: the only H1 heading contains the word "Code" (one side of a Code/Work toggle), while the message "Bring agentic AI to all your data" sits outside the heading; the hero promotes Snowflake CoCo ("a governed AI coding agent") and Snowflake CoWork ("The personal work agent"); "start for free" goes straight to signup.snowflake.com. The page has hreflang for nine languages.Source
  • 24

    Snowflake publishes a monthly AI Pulse page and the Content CoE builds AI workflows for SEO. AI assistants increasingly answer "what's new in Snowflake" from whatever is easiest to quote.

    Medium impactLow effort First result in 1 month Senior Content Marketing Mana…

    First action

    Restructure the September 2026 page.

    How to measure it

    Pages cited in test prompts

    Now
    –
    Target
    5 of 10
    By
    60 days

    Steps

    1. 1

      Template

      Summary and headings.

      Senior Content Marketing Manager 1 week

    2. 2

      Restructure

      Last six months.

      Senior Content Marketing Manager 2 weeks

    3. 3

      Add data

      Structured data.

      Web team 1 week

    4. 4

      Build hub

      What's new.

      Web team 1 week

    5. 5

      Test

      Ten prompts.

      Senior Content Marketing Manager monthly

    6. 6

      Repeat

      Each new page.

      Senior Content Marketing Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Senior Content Marketing Manager

    Smallest test

    Rewrite one page.

    Why it works

    Give each AI Pulse a short, dated summary at the top, one heading per announcement, links to docs, and structured data; keep a single "What's new" hub that lists them all.

    Clear, dated summaries are what assistants cite, and the work is a formatting change to content that already exists.

    Risks and how to handle them

    • Duplicate content with release notes

      Link to docs instead of copying.

    Evidence

    • Social and appsYouTube: 65,000 subscribers, 1,264 videos, 7.16 million views. The Snowflake CoWork iOS app is rated 4.91 from 35 ratings (updated October 16, 2026). The site links a monthly "AI Pulse" page (April to September 2026) and the Snowflake Performance Index.Source
    • HiringSenior Content Marketing Manager (posted October 14, 2026): Content Marketing is becoming "a Content Center of Excellence (CoE) that earns market authority through deep topic ownership, original research, and AI-powered workflows"; the role owns "original research programs - surveys, data studies, competitive analysis, and industry benchmarking", builds AI workflows on Cortex for drafting and "SEO optimization", and tracks "share-of-voice, search trends".Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

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ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 23, 2026, and cites them throughout. Snowflake did not commission, review or endorse it, and Programmable is not affiliated with Snowflake. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Snowflake runs its business.

Something wrong, or do you represent Snowflake? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Retire the legacy sitemap, fix the homepage H1, point old Intelligence pages to CoWork, refresh the Databricks page, add the signup intent question and localize the trial page; restructure AI Pulse.

  2. Days 31 to 6014 ideas

    Migration and comparison pages, Observe calculator, webinar clips, the CoCo series, the agents report, the marketing data app, consumption measures, sovereignty country pages, the CFO calculator, clean room pilots and localized guides; app ratings and the Chinese site decision.

  3. Days 61 to 903 ideas

    Commit to the big bets: the agent launch program, a trial follow-up agent and a public migration-time benchmark.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value A fully managed platform with near-zero maintenance. The most cited problem: cost visibility under consumption pricing.

  • Governance and security built in
  • Long, risky migrations from legacy warehouses
  • In their words: “AI Data Cloud”

Market

Competitive landscape

4 competitors compared: Databricks, Google BigQuery, Microsoft Fabric and Datadog.

  • Gap to exploit: Migration certainty from legacy warehouses
  • Databricks: Snowflake says governance and disaster recovery need more work
  • Google BigQuery: Single cloud

Hiring signals

Snowflake is rebuilding marketing for the agent era.

  • Director, Global Marketing Operations: Agentic marketing ops, lifecycle and A/B testing. Ideas 5, 20.
  • Senior Marketing Systems Architect: Stack rationalization and the Marketo-to-Snowflake sync. Ideas 1, 13.
  • Director, Product Marketing - Platform: Platform narrative and competitive strategy. Ideas 2, 4, 8.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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