Conquering Semiconductor Sales
Sales Management 09.21.2023

Conquering Semiconductor Sales

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In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases. 

About the Guest

Andrew Peters thrives at the nexus of people and processes, building global departments from the ground up, leading impactful revenue strategies, improving developer experience, and ensuring alignment across sales and marketing that’s always focused on the customer. His innovative approaches to marketing operations, customer analytics, and digital experiences have garnered numerous awards. Andrew also serves as the Chair-elect for the Austin LGBTQ+ Chamber of Commerce, where he promotes community for all, and our ability to impact the cities we live in.

Connect with Andrew Peters

Key Takeaways 

  • Focusing on in-market signals aids in identifying valuable accounts in the IoT space, streamlining efforts, and improving targeting precision for effective marketing strategies.
  • IoT sales cycles can be prolonged, making it vital to identify accounts showing in-market intent early to nurture relationships and capitalize on opportunities.
  • Clearly defining Ideal Customer Profiles (ICPs) aligns marketing and sales efforts, enabling better targeting and engagement, leading to improved conversion rates and growth.
  • Metrics validation helped solidify the new ICP model’s success, demonstrating a 60% better likelihood of converting to new opportunities, leading to enhanced conversion rates and growth.
  • Leveraging Generative AI accelerates product launches and refines complex use-case solutions, offering quicker decision-making and innovation in various domains.
  • Generative AI supports efficient data gathering and analysis, empowering quicker, well-informed decisions by extracting valuable market insights for strategic advantage.
  • AI streamlines digital interactions by simplifying complex product development queries, troubleshooting processes, and providing responsive support, enhancing customer experiences.
  • AI augments CRM activities, aiding sellers with automated data entry, news research, and information updates, enabling more efficient and informed interactions with potential clients.
  • Generative AI accelerates content creation by generating marketing materials, campaigns, and creative assets, reducing manual efforts and increasing marketing output efficiency.
  • AI-driven automated email outreach acts as an efficient business development representative, identifying and engaging potential clients, and driving meaningful conversations.
  • Generative AI has the potential to expedite chip development by 20-30%, reducing time-to-market, cutting costs, and ensuring faster access to improved product offerings.
  • Successful individuals invest countless unseen hours of effort to achieve excellence, underscoring the significance of persistent dedication and determination in achieving success.


“I think the most important part about that journey is sometimes you need a manager or a mentor that’s going to push you and put you into that uncomfortable position where you’re like, ‘I don’t know if I’m ready for this,’ but you’re actually more ready than you think.”  

Highlights from the Episode

How has your journey led you from being a history major to your current role in marketing and technology?

Andrew shared his diverse background, growing up in East Texas, working at his family’s tractor dealership, and initially studying history. He talked about how he stumbled into the tech industry, first in coffee roasting in Seattle, and eventually finding his way to marketing technology operations in Silicon Labs. His journey highlighted the importance of being curious, open to new experiences, and putting in the effort to become an expert.

What advice would you give to someone who’s just starting their journey?

Andrew offered three pieces of advice for someone starting their journey: putting in the hours to become an expert, seeking mentorship and building a personal board of advisors, and stepping out of one’s comfort zone to meet new people and expand horizons. He emphasized the value of hard work, relationships, and curiosity.

How do you overcome the challenges of long sales cycles and engaging with multiple buying teams in the semiconductor industry?

In the semiconductor industry, Andrew explained that they face challenges due to complex sales cycles and engagement with multiple buying teams within large accounts. To address these challenges, his team focused on data integrity, strong system architecture, and choreographing interactions between different account teams. They also emphasized the importance of accurate data, aligning processes, and maintaining communication across buying centers.

How do you facilitate cross-functional collaboration and alignment within your organization to manage complex accounts?

To facilitate cross-functional collaboration within the organization, Andrew highlighted the role of in-depth account planning reviews and customer insights teams. These teams work closely with sales to refine account strategies and build relationships, providing support throughout the lengthy sales cycles. By aligning market intelligence, data insights, and sales efforts, they ensure successful engagement with their target accounts.

How has the transformation toward being a trusted advisor affected your sales process and digital interactions?

Andrew discussed how being a trusted advisor is crucial in the semiconductor industry. He highlighted the significance of digital interactions in this context, where developers rely heavily on online resources to make purchasing decisions and troubleshoot technical challenges. He emphasized the importance of findability, relevant content, and proactive escalation paths in creating a valuable online experience for customers.

How do you think generative AI will expedite product launches, especially for complex use cases?

Andrew believes generative AI will play a significant role in accelerating product launches. He mentioned four key areas where generative AI can be applied: improving digital experiences for customers, assisting sales teams with data and lead research, aiding marketing efforts, and even potentially speeding up chip development processes.

Is there a book, blog, newsletter, website, or video that you would recommend to our listeners?




Deirdre Walsh Chief Executive Officer & Co-Founder at IGC

Trisha Fields Director, Performance Marketing at Silicon Labs

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