Eps.63 | Escaping the locker room with AI: 6sense’s CRO Latane Conant on game-changing sales & marketing productivity

Apr 26, 2025

37:31

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Episode notes

Tim Bond speaks with Latane Conant, Chief Revenue Officer at 6sense, about their recent product launch of intelligent workflows and how AI is reshaping sales and marketing efficiency. Latane shares insights on 6sense's evolution from an AI platform that uncovers the "dark funnel" to one that enables marketers to orchestrate ideal buyer journeys based on behavioural signals and intent data.

How 6sense orchestrates ideal buyer journeys using AI and behavioural data
Why marketing operations teams are becoming AI engineers
The concept of "locker room time" and how AI can free up sales teams to focus on actual selling
The future of personalisation at scale without sacrificing automation
Creating meaningful metrics beyond MQLs to measure marketing effectiveness
How top-down leadership is essential for driving AI adoption

Timestamps

01:48 Introduction to Latane Conant and 6sense

02:11 6sense's founding story and evolution as an AI company

03:12 From the "dark funnel" to orchestrating buyer journeys

04:22 New product launch: intelligent workflows and email agents

07:17 The importance of people and process in technology adoption

09:07 Building certifications and community for product adoption

11:31 Sales and marketing measurement beyond MQLs

14:21 The role of salespeople in prospecting

17:15 How 6sense helps marketing teams demonstrate value

22:19 The concept of "locker room time" in sales and marketing

25:03 The vision for automation and personalisation with AI