116 - How No Forms, No Spam, No Cold Calls Is Working For Series E Startup 6sense (Latané Conant, CMO at 6sense)

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I had the pleasure of bringing Latané Conant onto the show. She's pretty amazing and let me tell you why. Latané is CMO at 6sense (4+ years). Prior, she held sales and marketing leadership roles at Appirio (B2B SaaS, raised $111.7M in funding). She wrote a book called "No Forms, No Spam, No Cold Calls" (I read it, you should check it out). She's big on pushing the boundaries in B2B marketing which I love. We didn't get to cover everything during this episode so I'll be bringing her back on again soon.

6sense was founded in 2013, has 1,256 people, and is based out of San Francisco, CA. They've raised Series E ($200M total). The 6sense mantra: you can’t guess your way to quota. For sales and marketing teams, 6sense uses AI to capture anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance.

Here's what we hit on:

What made you decide to write your book (HINT: customer and prospect experiences);

What steps have you taken to really nail sales+marketing alignment at 6sense (HINT: I don't care where it's sourced from, I'm going to make sure we hit our numbers);

If you're thinking like a salesperson, how do you hold true to marketing mindset vs. fall into sales mode (they're different disciplines);

What's your recommendation for early stage startups that don't have a lot of data points and can't rely on trends analysis to make decisions.

You can find Latané on LinkedIn: www.linkedin.com/in/latane-conant/

Find out more about 6sense: https://6sense.com/

This episode is sponsored by UMSO, the website builder for startups. Visit umso.com/MSM to learn more and use the code MSM20 for a 20% discount on your first three months.

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