Every once in a while you have a conversation that truly changes how you think about the world. This episode was that kind of experience for me. Latane Conant is a thoughtful and thought-provoking proponent of a new way to think about marketing for B2B marketing leaders.

In one of the densest 30 minutes you'll invest in your marketing career, Latane covers these topics and more:

• Calling for CMO title to mean Chief Market Officer, in recognition of the larger role CMOs should play vs the questionable KPIs they are often forced to report on
• Abandoning the MQL in favor of a more holistic view of how organizations buy and qualifying them vs individuals
• Targeting people and companies that fit your ideal customer profile AND who are in-market now, relying upon intent data to help reach your "dark funnel" 
• CMOs must be maniacally focused on predictable pipeline, sales velocity formula and net retention, the foundations of the SaaS business model

This episode and #16 with Casey Carey are really must-listens for CMOs that see the writing on the wall but don't have the blueprint for how they are going to move their SaaS companies forward. You've realized that stuff you've been doing is declining in effectiveness, but what next?

Let's discuss after you've had a listen!

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.