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

Imagine a world where your sales and marketing teams were in perfect harmony - strategizing together, sharing data and insights, and working hand-in-hand to drive new business. For most companies, that's more fantasy than reality. But the truth is, when sales and marketing alignment is achieved, the results can be truly transformative. 

In the latest episode of Revenue Reinvention, Latané Conant, CRO at 6sense, shared powerful strategies for how to make that sales and marketing harmony a reality. Conant emphasized the critical importance of alignment across not just sales and marketing, but also customer success, in order to achieve predictable revenue growth. She also highlighted the emerging role of generative AI in optimizing prospecting efforts and enhancing collaboration between these traditionally siloed teams. 

Listen now to hear: 

Latané on evolving sales and marketing amidst increasing complexity: “What we're seeing is that to win a deal is a lot harder now. You need a lot more people involved.  There's a lot more anonymous activity that we're seeing. So more website visits, more content consumed, more competitive research. So that's helping us think about, okay, what is the ideal journey? What does it take? It takes a lot more meetings. It takes a lot more outreach to actually get someone to accept a meeting. How do we adjust to that?... We made a big bet on generative AI and creating AI agents that are able to do a lot of the prospecting work now. So now, 20% of my pipeline now comes autonomously.” 

Latané on balancing broad leadership capabilities with specialized expertise: “The thing with the CRO role is there's no one who is great at all. Someone who's great at Sales might not be great at Customer Success. A consulting-type mindset and the ability to pick things up quickly, lead teams, and galvanize around the customer—that will become more what it is versus ‘I know this function really, really well’. But, you do need specialists in those functions too. Leadership is also about building great leaders in those pillars that can run their stuff right.” 

Latané on aligning Sales and Marketing despite differing horizons and priorities: “The typical challenge that I see play out with Sales and Marketing is that their perspectives are wildly different. The work that Marketing is doing is for 6 months, 9 months, or 1 year out. They can crush it by developing something that's going to hit in 12 months, and that's very tough for a commercial leader who's like, ‘I have to close the month out, what have you done this month?’ to comprehend. There's this book, The 5 Love Languages. You need to understand each other's love language. Typically, it's on the marketer to be more commercially-oriented and be able to break down, ‘Hey, I'm really excited about this’.” 

Links and Resources 

• Connect with Phil Dillard & Latané Contant on LinkedIn  
• Watch this episode on YouTube 
• Listen to this episode on Apple Podcasts, Spotify, or Amazon Music