Aligning Sales and Marketing for Revenue Growth with Latané Contant of 6sense

This episode features an interview with Latané Conant, CRO at 6sense.

Latané shares her unconventional career journey from software sales to marketing, and eventually to the CRO role. She discusses strategies for driving predictable growth, the importance of alignment across sales, marketing, and customer success, and the role of generative AI in optimizing prospecting efforts. 

About Latané:

Latané Conant, Chief Revenue Officer of 6sense, is a trailblazing leader in revenue technology known for her innovative vision and strategic expertise. With a wealth of experience across all revenue functions, she propels business growth through operational excellence and oversees marketing, sales, customer success, partnerships, and professional services. Her pioneering go-to-market approach has driven remarkable success for 6sense, contributing to its exponential growth, industry-leading net revenue retention, and impressive valuation. As the author of the best-selling book, No Forms. No Spam. No Cold Calls., Latané has provided a comprehensive guide for building a modern sales and marketing engine. She is a passionate advocate for empowering revenue leaders and has founded vibrant communities like CMO Coffee Talk and the Empowered CMO Network, fostering connections, collaboration, and leadership development for B2B marketing professionals.

About 6sense:

6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.

Guest Quote:

 “The thing with the CRO role is that there's really no one who is great at all. That's the reality, right? Someone who's great at Sales might not be great at Customer Success... Leading teams and galvanizing around the customer—I think that will become more what a CRO does versus ‘I know this function really, really well’. But you do need specialists in those functions too. So it's also about building great leaders in those pillars that can run their stuff.”

Episode Timestamps: 

*(03:20) - Challenges and Strategies in Revenue Leadership

*(07:20) - Aligning Sales, Marketing, and Customer Success

*(17:15) - Leveraging Predictive Analytics and AI

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