#CMO #ChiefMarketingOfficer #martech #ABM

What’s the secret to 25% annual revenue growth? CMO Casey Foss knows.

Latané Conant, CMO at 6sense, asks West Monroe Partners CMO Casey Foss to share her secrets for marketing success, including:

-Using account-based marketing (ABM) in professional consulting services

-Finding the right ABM martech partners

-How digital marketing metrics drive digital sales success

-Using intent data to segment the sales funnel for revenue team success

-Why the right culture matters as much as the right people

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Sneak preview:

Casey Foss: I know, before a buyer raises their hand, what they're looking at, what they're searching for on my site, on other sites. And what we've started to do is package that holistically with everything else. “Oh, by the way, they're also surging on these topics or they're thinking about these issues, let's reach out to them,” or, “Let's nurture them,” before we even approach the line or the business developers.

Latané Conant: And I think professional services, when you have people that are day in, day out shoulder to shoulder at an account with a client, you rock in with your data on what they're researching, and it might feel like, “How do you know my client better than me?” So can you explain how you've organized and coached your team to bring the data, not just 6Sense data, but all the data that you've talked about in a collaborative fashion that doesn't feel like, “You're kind of encroaching on my account or my space,”?

#CMO #ChiefMarketingOfficer #CRO #ABM #V2MOM

What’s “modern” about selling today?

Mike Weir, Chief Revenue Officer (CRO) at G2, and Latané Conant, CMO at 6sense, talk:

-What “modern” means in marketing and for a CRO

-How marketing and sales – and CROs and CMOs – should work together

-Qualified accounts vs. qualified leads in account-based marketing (ABM)

-Defining in-market accounts with intent data

-The buyer journey and the importance of marketing in getting in early

-Planning out a business revenue strategy and V2MOM (Vision, Values, Methods, Obstacles, and Measures)

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Sneak preview:

Latané Conant: Like it or not, in a post-COVID world, we all have to be modern sellers, right?

Mike Weir: It is incredibly modern today. You’ve got to engage differently, you got to think about psychology differently, you got to build relationships differently.

Latané Conant: Obviously you're doing a great job of it because of the award, but what's the formula for someone who wants to be more modern?

Mike Weir: For us, it's really understanding in a dual sided marketplace, how are buyers adapting? How are they engaging differently? How are they learning differently? And we have to adapt with them. And then on the seller side of the house, working with clients, we have to consult and we have to be a lot more advice-oriented to make sure that folks understand how the buying dynamic has changed. More than ever, you got to be very dialed into what's going on in the marketplace, how buyers are changing and how marketers and sellers have to adapt to that same process.

#CMO #cloud #branding #SaaS

Wait, there’s a third wave of cloud? Did I miss the first two?

Latané Conant, CMO of 6sense, and Chris Barbin, Founder & CEO, Tercera, talk about:

-Private equity – capital, counsel, and connections

-SaaS ecosystems, like SalesForce has built

-Brand building: is it for customers, or your team?

-Why meetings are expensive

-The combination of software, tech, and professional services

-Which Chris likes more: tequila or the restaurant business

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Sneak preview:

Latané Conant: What about as a software firm having professional services?

Chris Barbin: I think every software company should have somewhere between 3%, 5%, 10% of their revenue that is services, call it customer success, call it enablement of your channel, of your ecosystem.

But there's always a level of just solution selling, where I think a software company has to have that in-house, but those people being focused on the channel partners as well. How do you work together? Side by side, arm and arm.

Latané Conant: Right. The software company needs to know how to successfully deploy a customer so they can then teach the ecosystem. It's like a teaching ground too.

#CMO #EmpoweredCMO #branding #marketing

Are all marketers adrenaline junkies?

Latané Conant, CMO of 6sense, gets starstruck over Denise Persson, CMO of Snowflake, and they chat:

-Denise’s 5 pillars of marketing

-The importance of consistency in positioning, especially for startups

-Why Latané thinks marketing without data is like grading poetry

-The importance of customer advocacy in building brand awareness

-How marketing and sales fall out of alignment (and why they should get back in, ASAP!)

-Why Denise thinks 6sense makes marketing relevant

-And more! (This is a really good one.)

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Sneak preview:

Denise Persson: How many times have you got the question about the reference call? The sales team sends email around, “Does anyone have a reference in this industry that my customer can talk to?” That is an incredibly time-consuming process as well.

So one thing we did was to launch a weekly office hour with a customer. We're driving everyone who's asking for a reference call, we're sending them to this weekly office hour call. That way we've been able to completely eliminate those requests for the one-on-one reference.

#CMO #EmpoweredCMO #board

What do we need a boss for if we have a board?

Latané Conant, CMO of 6sense, chats with Nora Denzel, Director at AMD, Ericsson, NortonLifeLOCK & SUSE Linux, about:

-The difference between running a company and being on a board

-The rule of 40

-VC-backed companies, PE companies, and public companies

-How does a board evaluate a CMO?

-The difference between marketing activities and marketing outcomes

-Why Nora wants a dumb home

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Sneak preview:

Nora Denzel: I think the general regardless of your role, one thing, remember always, context is key especially for the board member. Imagine you're binge watching a show, but the episodes only come out once every three months.

An ideal thing for me from the marketing person is they started with, "Last time I told you this. And now, I'm going to give you an update on where we were."

So, if you provide continuity, almost like when you do watch a show, where it says, "This is what happened last time. Remember, all those big points? The hero died and this happened." That would be very helpful to the board member, because we haven't seen you in a while. And I said, we're smart, but not knowledgeable as you are and makes for a much healthier, more engaged conversation.