How Databricks sells across 30 industries without building vertical products
## The Framework Databricks sells a $4.8 billion run-rate data platform to CDOs, CTOs, and CIOs across 30+ industries. They do not build vertical products. They build what they call imperatives: the intersection of customer priorities, industry trends, and product capabilities. Most B2B teams stop at personas and ICP. Databricks goes further. Personas tell you who buys. ICP tells you which accounts fit. Neither tells you what the buyer is actually held accountable for this quarter. ## How It Works in Practice Take retail. Databricks maps three imperatives: - Personalisation and monetisation of customer experience - Employee productivity improvement - Supply chain optimisation Each imperative breaks down to business priorities (the OKRs the exec owns), use cases (specific product applications), and proof (customer references with metrics). Sales gets a one-page placemat: here is what retail CIOs care about, here is how our platform maps to it, here is the data. The product stays horizontal. What changes is the conversation entry point. You start from their world (tariffs, regulation, industry consolidation) then connect back to your capabilities. As Madelyn Mullen, Sr. Industry Solutions Manager at Databricks, put it: you are not fitting square pegs into round holes. You are starting from their problems. ## What This Means for Sales Teams If you are selling a horizontal platform into multiple industries, stop asking product to build vertical editions. Start mapping imperatives: 1. What are buyers in this vertical actually accountable for? 2. What industry trends are moving their market right now? 3. Where does your product deliver differentiated value against those priorities? The overlap is where deals happen. One caveat: SMB and enterprise imperatives are different. An SMB construction company and a global construction enterprise have different strategic priorities. You cannot use the same conversation framework across segments. ## The Comp Angle Databricks is hiring industry solutions managers and industry marketing managers to run this motion. These are not AE roles. They sit between product marketing and sales: building the frameworks, mapping the imperatives, enabling the field. Worth noting for sellers looking to move into solutions or enablement roles at platform companies. The company closed a $4+ billion Series L at $134 billion valuation in December 2024, up 34% from their August round. That kind of growth funds GTM expansion. Expect more hiring in industry-specific enablement roles over the next 12 months.