Ep #136: How this CMO Manages Change in a High-Growth Company w/ Latané Conant, CMO at 6sense

Feb 21, 2023

Latané Conant, CMO at 6sense, discusses the challenges of managing change in a high-growth company, emphasizing the importance of staying ahead of the wave. She shares insights on hiring well and effectively communicating the company's value proposition. The podcast also dives into finding individuals with a hunger for teaching and innovation, the importance of communication in scaling a marketing team, and prioritizing personal life.

Ask episode

Chapters

Transcript

Episode notes

Introduction

00:00 • 2min

Growth and Hiring Challenges

02:08 • 8min

Finding Individuals with Hunger for Teaching and Innovation

10:02 • 3min

The Importance of Communication in Scaling a Marketing Team

12:38 • 7min

Prioritizing and Communicating in a High-Growth Team

19:12 • 11min

Finding Balance and Prioritizing Personal Life

29:45 • 3min

On this episode of The Marketer’s Journey, I interview Latané Conant, CMO at 6sense, who I previously interviewed more than three years ago at the tail-end of 2019. Of course, a lot has changed since we last spoke, so I was eager to hear her exciting updates about how much her team has grown over the years. We discuss how buyer expectations have shifted, how she’s managing those changes alongside her colleagues, and how she encourages everyone on her team to help move the needle.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!

Key takeaways from this episode:

Don’t fall too far behind the wave. Latané uses an imaginative analogy to explain the importance of keeping up the momentum during stages of high-growth. When wake-surfing, it’s important that you avoid falling too far back behind the wave—otherwise, no amount of movement will help you stay afloat. The same goes for companies that are growing fast: hiring should be a top priority if you hope to keep pace.
Understand your employee value proposition. Latané believes that learning to hire well is one of the most important aspects of the CMO role. Part of this includes communicating your company’s value proposition clearly to candidates. For example, she mentioned that at 6sense, work/life balance isn’t a major draw for the organization, but since it offers such a high-growth experience, they can guarantee that employees will learn a lot on the job—and fast.
Take the time to communicate effectively. Latané also reminds us of the importance of clear communication, especially as we scale. Regardless of the size of your marketing team, we live in a world that’s changing rapidly. It’s essential that leaders take the time to sit down with their teams and explain the things that people may not see on the surface.

Learn more about 6sense here: https://6sense.com/

Learn more about Latané here: https://www.linkedin.com/in/latane-conant/