Simon Data: Product Commercialization
I led the transformation of an underutilized data-sharing capability into a new revenue stream, resulting in a $10K/year product add-on that was included in 40% of new contracts while establishing Simon Data as the only CDP offering managed Snowflake sub-accounts.
Context & Challenge
Simon Data helps marketers unify siloed data and orchestrate omnichannel experiences. Despite having valuable data infrastructure capabilities, some features weren't being properly monetized. One key opportunity was the Snowflake Share product, which was being given away for free despite providing significant value to customers.
Problem Discovery
  • Through customer interviews and competitive analysis, I identified that our Snowflake Share feature was uniquely positioned in the market
  • Discovered competitors like Braze were charging up to $50k/year for similar functionality
  • Found that we were the only CDP offering managed Snowflake sub-accounts for clients without existing Snowflake infrastructure
Approach
Market Research
  • Conducted user interviews with diverse clients.
  • Analyzed competitive landscape and pricing strategies.
  • Identified key differentiators in our offering.
Value Proposition Development
  • No additional data engineering work required.
  • Immediate BI tool integration capability.
  • Unique managed sub-account offering for smaller clients.
Go-to-Market Strategy
  • Developed tiered pricing model starting at $10k/year.
  • Created targeted positioning for two distinct customer profiles
Results
  • Successfully launched commercialization experiment
  • Secured 3 immediate customer wins:
  • 2 new contracts (40% of new deals)
  • 1 existing customer upsell
  • Established foundation for recurring revenue through renewal upsells
  • Created new market positioning as a potential data warehouse alternative for small/mid-market clients
Presentation
To align the go-to-market teams on positioning and pricing, I created a detailed commercialization brief that identified target personas, competitive intelligence, and value propositions across different customer segments.
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