talkingsense
A collection of candid conversations with B2B industry trendsetters, covering topics like ABM, Modern Sales & Rev Ops, Predictive Analytics & AI, and so much more, hosted by Latané Conant, Chief Market Officer of 6sense.
Account-Based in Professional Services | Casey Foss - CMO at West Monroe Partners
#CMO #ChiefMarketingOfficer #martech #ABM What’s the secret to 25% annual revenue growth? CMO Casey Foss knows. Latané Conant, CMO at 6sense, asks West Monroe Partners CMO Casey Foss to share her secrets for marketing success, including: -Using account-based marketing (ABM) in professional consulting services -Finding the right ABM martech partners -How digital marketing metrics drive digital sales success -Using intent data to segment the sales funnel for revenue team success -Why the right culture matters as much as the right people ======== Sneak preview: Casey Foss: I know, before a buyer raises their hand, what they're looking at, what they're searching for...
Being a Modern CRO | Mike Weir - CRO at G2
#CMO #ChiefMarketingOfficer #CRO #ABM #V2MOM What’s “modern” about selling today? Mike Weir, Chief Revenue Officer (CRO) at G2, and Latané Conant, CMO at 6sense, talk: -What “modern” means in marketing and for a CRO -How marketing and sales – and CROs and CMOs – should work together -Qualified accounts vs. qualified leads in account-based marketing (ABM) -Defining in-market accounts with intent data -The buyer journey and the importance of marketing in getting in early -Planning out a business revenue strategy and V2MOM (Vision, Values, Methods, Obstacles, and Measures) ======== Sneak preview: Latané Conant: Like it or not, in a post-COVID world, we all ha...
Building a Digital Go-to-Market Strategy | Christina Bottis, CMO of Coyote Logistics
#CMO #ChiefMarketingOfficer #martech #marketing
How do you build a digital go-to market strategy in a non-traditional industry?
Latané Conant, CMO at 6sense, and Christina Bottis, CMO of Coyote Logistics, break it down, including:
-Making in-market accounts feel like any day is Christmas
-Why using data, insights, and thought leadership changes the sales process
-Proving marketing’s value to the company through trust and partnerships, not metrics
-How Coyote’s brand unifies the revenue team
-Why CRMs and tech stack aren’t the most important parts of mark...
The Third Wave of Cloud with Chris Barbin, Founder & CEO, Tercera
#CMO #cloud #branding #SaaS Wait, there’s a third wave of cloud? Did I miss the first two? Latané Conant, CMO of 6sense, and Chris Barbin, Founder & CEO, Tercera, talk about: -Private equity – capital, counsel, and connections -SaaS ecosystems, like SalesForce has built -Brand building: is it for customers, or your team? -Why meetings are expensive -The combination of software, tech, and professional services -Which Chris likes more: tequila or the restaurant business ======== Sneak preview: Latané Conant: What about as a software firm having professional services? Chris Barbin: I think every software company should have somewhere between 3%, 5%, 10% of their revenue that i...
talkingsense with Denise Persson // CMO of Snowflake
#CMO #EmpoweredCMO #branding #marketingAre all marketers adrenaline junkies?Latané Conant, CMO of 6sense, gets starstruck over Denise Persson, CMO of Snowflake, and they chat:-Denise’s 5 pillars of marketing-The importance of consistency in positioning, especially for startups-Why Latané thinks marketing without data is like grading poetry-The importance of customer advocacy in building brand awareness-How marketing and sales fall out of alignment (and why they should get back in, ASAP!)-Why Denise thinks 6sense makes marketing relevant-And more! (This is a really good one.)========Sneak preview:Denise Persson: How many times have you got the question about the reference call? The sale...
talkingsense with Nora Denzel | Director AMD, Ericsson, NortonLifeLOCK & SUSE Linux
#CMO #EmpoweredCMO #board What do we need a boss for if we have a board? Latané Conant, CMO of 6sense, chats with Nora Denzel, Director at AMD, Ericsson, NortonLifeLOCK & SUSE Linux, about: -The difference between running a company and being on a board -The rule of 40 -VC-backed companies, PE companies, and public companies -How does a board evaluate a CMO? -The difference between marketing activities and marketing outcomes -Why Nora wants a dumb home ======== Sneak preview: Nora Denzel: I think the general regardless of your role, one thing, remember always, context is key especially for the board member. Imagine you're b...