Snowflake Runs One Company-Wide GTM Agent Called Raven With Centrally Certified Skills — 30% Cost-Per-Opportunity Cut in Six Months

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CMO Denise Persson described running a 700-person marketing org on Raven, a single company-wide GTM agent shared across sales and marketing in which every skill is centrally certified. The 30% reduction in cost per opportunity over six months came from consolidating fragmented media channels into one system and replacing end-of-campaign retrospectives with daily AI-generated optimization — shortening the feedback loop from months to days, not from a smarter strategy. The hiring consequence: GTM engineer is now the primary role, converting existing marketing ops and analysts into it.