The Problem That Started It All
Three years ago, we kept hearing the same frustration from revenue leaders: "We nail our pipeline forecast, but our actual revenue still misses."
That disconnect drove everything we built at MaxIQ. Here were brilliant GTM teams, armed with sophisticated CRMs and analytics, yet still flying blind on the customer journey after the deal closed. In SaaS, most of the profits occur 12 to 18 months after the initial commitment. Yet, traditional forecasting platforms stop at closed-won.
When we started MaxIQ, we had a hypothesis: revenue teams need a platform that enables seamless execution across the entire revenue bowtie, from initial awareness through recurring impact and expansion.
Today, Snowflake's decision to partner with us validates that hypothesis in the biggest way possible.
"MaxIQ is helping our sales managers and account reps run tighter forecast calls, identify risk earlier, and spend less time chasing down updates." Andrew Straus, SVP, Global GTM Strategy and Operations at Snowflake
What Snowflake's Evaluation Taught Us
Engaging with Snowflake for their evaluation of MaxIQ was really insightful. They weren't just looking for better pipeline forecasting. They wanted to fundamentally rethink how revenue operations work across the entire customer journey.
What impressed us most about their evaluation process: they focused intensely on unified execution. How do you get Sales, Success, and RevOps teams to operate with the same methodology and language? How do you connect left-side acquisition activities with right-side onboarding, adoption, and expansion execution?
This validated what we'd built MaxIQ for from day one. We weren't just competing on features. We were competing on enabling a new operating model for how modern revenue teams execute across the customer journey.
From Linear Funnels to Revenue Bowtie Execution
The traditional sales funnel was designed for a perpetual business model, not the recurring revenue that is quickly moving to a consumption based world we operate in today. In SaaS, the majority of the profits often occur 12 to 18 months following the original commitment, yet most platforms stop tracking at closed-won.
Nearly 80% of SaaS revenue is generated after the initial sale, spanning onboarding, adoption, recurring impact, and expansion. The traditional funnel misses the compound growth engine that's critical to recurring revenue businesses.
The result? Revenue teams manage by lagging indicators instead of leading ones, missing the signals that predict:
- Whether customers will achieve first impact during onboarding
- If they're experiencing recurring value from your solution
- Renewal risk based on actual product adoption or consumption
- Expansion opportunities driven by usage patterns
MaxIQ was designed from the ground up as a customer journey management platform. It enables teams to execute across the full revenue bowtie by connecting deal health with post-sale execution. This provides visibility into onboarding progress, adoption signals, consumption trends, renewal risk, and expansion opportunities, all integrated in one place so teams can drive outcomes rather than just track stages.
Why Snowflake Chose MaxIQ
After evaluating several leading vendors, Snowflake's choice came down to impact. Here's what made MaxIQ stand out:
1.Forecasting Beyond Pipeline MaxIQ forecasts across the complete customer journey, not just pipeline. From initial commit through onboarding, adoption, recurring impact, and expansion, all within one unified workspace grounded in the revenue bowtie methodology.
2. A Unified System of Intelligence and Engagement MaxIQ is more than just a system of engagement for Snowflake’s global revenue teams. While it seamlessly connects Salesforce, Snowflake, and other systems of record to create a unified execution layer, it also serves as Snowflake’s system of intelligence, continuously learning from signals across the customer journey to drive more accurate forecasts, highlight risks, and identify opportunities for expansion.
This dual role transforms how Snowflake orchestrates and grows its revenue, turning disconnected data into actionable, predictive insight.
3. Faster Time-to-Value Unlike legacy platforms that take months to configure, MaxIQ went live fast and delivered immediate ROI to frontline managers and reps.
What This Means for Revenue Leaders
If you're a CRO, RevOps leader, or CS executive, this isn't just about one customer win. It represents a fundamental shift in how revenue teams operate.
Most SaaS teams are maniacally focused on new logos while ignoring massive untapped profits in the existing customer base. Most Customer Success teams lack the structure and proven frameworks to tie them together with sales and marketing activities.
The companies winning today are implementing what Winning by Design calls a unified operating model, one that enables:
- Common language and methodology across Sales, Success, and RevOps teams
- Standardized data models that point all departments toward the same customer journey goals
- Interoperability that allows teams to work together at speed across onboarding, adoption, and expansion
This is what we call Customer Journey Management, a new operating model where:
- Teams execute seamlessly from commit through recurring impact
- Forecasts are built on live signals that predict customer value realization
- Revenue optimization focuses on customer lifetime value, not just pipeline velocity
Where We See This Industry Heading
Snowflake's decision represents more than a vendor selection. It's a strategic move toward customer journey-centric revenue operations.
Here's what we're seeing: within 24 months, the leading SaaS companies will all operate this way. The laggards will still be optimizing pipeline conversion while the winners are optimizing recurring impact and customer lifetime value realization.
The teams that make this shift, from pipeline-centric to customer journey-centric, will unlock a competitive advantage that’s hard to catch up with.
Ready to join this evolution? The best revenue teams aren't waiting for perfect forecasts. They're building systems that enable seamless customer journey execution and predictable recurring impact.
If that's where your team is headed, MaxIQ is the customer journey management platform to get you there.
Request a Demo → | Explore the Platform → | Read the Full Announcement →
About MaxIQ
MaxIQ is the first AI-powered Revenue Platform built for the consumption era. MaxIQ unifies Sales, Customer Success, and RevOps around a single view of customer value, from deal qualification and forecasting to onboarding, adoption, expansion, and renewal.
The company is backed by Dell Technologies Capital and Intel Capital, two leading enterprise investors supporting the next generation of go-to-market innovation.
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