Ghostwritten for Snowflake’s CMO
Project story · Snowflake · Flagship research · Multi-channel campaign
Governing the agentic enterprise
The challenge
Every year the Modern Marketing Data Stack maps how thousands of Snowflake customers actually use marketing technology. The fifth edition turned a year of usage data from 11,500 customers across 13 stack categories, highlighting 90+ vendors and partners, into one clear argument at the moment AI agents were moving from experiment to execution.
I wrote the original introduction to the report.
The editorial approach
We built the report around the single most timely and relevant AI problem facing businesses, governing the agentic enterprise, so every category chapter, success story and campaign asset could ladder up to it.
Our data showed that agents were ready to act. The story was about what it takes to let them act safely.
My role
I co-led the report, collaborating on the research narrative with the product marketing lead. I wrote the original introduction, edited the 55-page report, and managed the cross-functional collaboration and project timelines.
I ghostwrote the CMO’s launch perspective for Cannes Lions and extended the report into supporting thought leadership and campaign assets across channels.
The result
Snowflake’s flagship marketing research for 2026, launched at Cannes Lions with a CMO byline and a run of supporting pieces built from the same central narrative.