The work
“It’ll be ABM on the basis of conferences that we’re going after for the next six months.”
Orme de Saint Hilaire, Director of GTM Europe, on the 21 September scoping call. This page is the locked scope for the first 90 days, not a recommendation. Confirm we are pointed in the right direction.
Two motions on the same ~300 named accounts. Sellers own outreach. No SDR layer. Nothing sends without a SambaNova human. Samba Academy informs every sequence. It is not a third campaign.
Days 1–14Access and first campaigns
Days 15–60Build and tune
Days 61–90Optimize and hand off
Day 1 Kickoff
Day 14 First outreach live
Day 60 Engine built
Day 90 You run it
The clock is 90 days. First outreach launches inside the first 14 days, once Salesforce, Slack, and Samba Academy are open. The two motions are built and tuned by day 60. The last 30 days are optimization and enablement so your team operates the engine without us. We are not building dependence.
The numbers we are building against
~300
named accounts globally. About 100 in EMEA, likely the first slice. Similar-sized lists in the US and APAC. This is the universe. Both motions live on it.
13 / qtr
events through year-end, then the 2027 calendar once Kimmie is back. Bigger shows: 150–200 booth scans, not all ICP. Tim’s Gov/Public shows: about 10 follow-ups.
67,713
unique users a month on sambanova.ai. Paid Search is 35% of first-user traffic. Website already drives 60% of marketing-sourced opportunities. We do not score the firehose. We match visits to the 300.
4 + 4
sellers in EMEA and the US. No SDRs. No sales engagement platform. They own every send. Cycle on this suite is 3–6 months. Average sales price is in the tens of millions.
Two use cases for the first 90 days
Signal-based outbound on the 300
- What it is
- A weekly walk of the named list. First-party and third-party signals in the same pass: a visit to sambanova.ai, a hiring or exec change, funding, intent, a conference collision. Score. Map the committee only where signals stack. Draft for the owning seller. Nothing sends without them.
- Fires when
- The weekly scan finds a stacked signal on an owned account, or a named account lands on the site and does not convert.
- The seller gets
- A reason to open, who sits on the account, and a message informed by Samba Academy, held for approval. Strategic campaigns still differ by ICP. Neoclouds and frontier model providers stay the ABM core. Enterprise and public sector only where the account is leaning into AI.
- Working proof
- A meeting with a named account that started from a website visit that would have stayed anonymous, or from a signal the seller did not have to go find.
- What we need from you
- The ~300 with owners and ICP flags. Pixel on the site. Salesforce, Slack, and Samba Academy connected. Messaging by segment. One named approver per region.
Conference motion on the same list
- What it is
- The events you are already running, worked as an account motion. Before the show: attendee or exhibitor lists matched to the 300, researched, drafted for the owning seller. After the show: people you met, plus anyone from those accounts who then hits sambanova.ai, routed back to the same seller.
- Fires when
- An event is on the calendar, and again when the list or booth scans land, and again if those accounts show up on the site.
- The seller gets
- A pre-show list they can actually work. Post-show follow-up that does not wait on a one-off ZoomInfo pass that never hits Salesforce. Capture and follow-up in the same system.
- Working proof
- A meeting booked from a conference list rather than from a seller already working the deal, inside the first wave of shows still on the 2026 calendar.
- What we need from you
- The calendar through December, and 2027 once Kimmie is back. How lists arrive today. Who owns Field and Events versus Tim’s Gov/Public shows. ICP rules for which booth scans get a follow-up.
These are the two you named. First-party signal outbound and conference ABM were already producing pipeline. Third-party signals sit inside the weekly scan, not as a third build. If we are targeting accounts for a conference, and those accounts then land on the website, being blind to that visit does not make any sense. Same account, two reasons to open. That overlap is the read.
What comes next
01
Confirm alignment
What we captured here is what you articulated. We want to be speaking the same language before anyone touches a system.
02
Systems access
One request list, one owner. Salesforce, Slack, Samba Academy, the site pixel. The IT Jira and the security questionnaire sit on this step, not later.
03
Dial in the list
The 300 with owners and ICP buckets. Event calendar. A few Samba Academy pages so outreach sounds like you, not like a template.
THEN
Go live
The ninety days start when access is in. First campaigns by day 14. Built by day 60. Yours by day 90.
Who owns what
SambaNova
- Orme: champion, EMEA list, IT path for the questionnaire
- Kristine: GTM systems, Salesforce and HubSpot wiring, how Samba Academy is deployed
- Dana: GTM ops
- Matt: standardized field motion, not a Claude agent per rep
- KP / Kimmie / Tim: event calendar, booth-scan rules, Gov/Public follow-up
- Approve or kill every send. Additive CRM writes only. Nothing overwrites yours.
Swan
- Wire Salesforce, Slack, HubSpot, the pixel, and Samba Academy once IT opens them
- Build the two motions, scoring, and account memory
- Draft outreach in your voice, informed by Academy. Hold for approval.
- Train the sellers. Hand off so day-to-day changes are a conversation with Swan, not a ticket.
Before build starts
IT access
Slack, Salesforce, and Samba Academy did not connect in the trial. That is a Jira ticket and the security questionnaire already with Orme, not a product gap. Until those three are open, sellers cannot approve work where they already live.
The named 300, with owners
The weekly scan only works if the list and the owning seller are in Salesforce. EMEA 100 can go first. US and APAC load as the same motion, not a second build.
The event calendar as a system
Marketing enriches event lists as a one-off in ZoomInfo today. That work is not in Salesforce. We need how lists arrive, who owns Field and Events versus Tim, and which scans are ICP, or post-show follow-up stays a scramble.
Discussed, but out of scope for deployment
Food for later. None of this is in the first 90 days. Fast followers for marketing and sales once the two motions are yours.
Named accounts, always in motion
The 300 watched continuously. Ad audiences stay in sync as accounts move. Agentic campaigns fire the right play per account.
Pre-call intelligence
Every meeting starts prepared. Attendee backgrounds, CRM history, and recent signals, with zero manual research.
Automated post-meeting execution
The follow-through runs itself. Outcome classified, follow-up drafted in the seller’s voice, Salesforce updated.
Deal room automation
Buyer-ready rooms in minutes. Trackable links show where attention is going.
Closed-lost re-engagement
Dormant pipeline, reopened. Revival scored weekly. Fresh stakeholders and signals, outreach ready to go.
The rest of your stack
Your tools stay yours. We wire them. Salesforce is the system of record. HubSpot is marketing automation. Slack is where sellers live. Zoom records the calls. ZoomInfo stays for the one-off lists until the conference motion replaces that pass. Google Workspace and Calendly stay. There is no sequencer today. That is a plus. We do not add one for the sake of it.
Salesforce plus Slack plus a custom Academy is the heavy install. We say that early rather than routing around it. We write notes, tasks, and additive fields. We do not overwrite stages, owners, or scores unless you approve it.
Confirm we are pointed in the right direction, and we start the clock.
Jeremy Hurst
VP Autonomous GTM, Swan