We’re back to report on the second day of Breakthrough 2025, which delivered groundbreaking buyer research, inspiring customer success stories, and strategic insights that left attendees with clear playbooks for transforming their revenue operations.
Whether you’re catching up from home or want to revisit the standout moments, here’s how day two unfolded.
New CEO sets the stage: Multiply what matters
Before diving into workshops and product announcements, 6sense’s new CEO Chris Ball set the tone for Breakthrough ’25 with a clear message: We’re at a transformative moment
What customers told him
Ball shared what he heard during his listening tour with the 1,200+ attendees gathered at the Fontainebleau – a broader cross-section than ever before, including not just marketers but sales leaders, revenue ops professionals, CIOs, and CEOs.
The challenges were consistent:
- Pressure to do more with less
- Justify ROI using metrics that matter to the company
- Adopt Al and drive real efficiencies
- Navigate blurred lines around who owns what across GTM organizations.
When it came to 6sense specifically, customers valued the Al-driven signals and predictive scoring that built the company’s reputation. But they wanted more: easier integration with their martech stack, enriched signals from partners and other sources, transparency into how models work, and signals that span the entire customer lifecycle.
The vision: Intelligence to action
Ball established the conference theme: Multiply What Matters. As CEO, what matters is growth, retention, and efficiency — not isolated marketing or sales metrics, but the complete customer journey.
That journey is signal-rich. 6sense’s value comes from bringing everything together: consolidating data and signals across ecosystems, analyzing those signals to derive insights, and serving those insights operationally so teams can act smarter, faster, together.
The company is expanding its Signalverse™ across the entire GTM organization: marketing, sales, customer success, and operations, from awareness to renewal. 6sense has always connected intelligence to action. That connection will define the next chapter.
Four guiding principles
Ball outlined the principles driving both platform development and how 6sense operates:
- Openness: Working with customers’ existing ecosystems
- Transparency: Making models and methodologies clear
- Flexibility: Adapting to different GTM structures
- Ease: Simplifying both product and business relationships
The bottom line? What really matters is the customer. 6sense wants to multiply the value customers drive and the impact they have. With that foundation set, Breakthrough could dive into the specifics of how 6sense planned to deliver on that promise
Multiply what matters: The reinvention imperative
6sense CRO Latané Conant delivered an energizing keynote focused on the opportunity facing revenue teams, emphasizing how AI can help teams work smarter while maintaining the human expertise that drives real results.
Her message was clear: Teams can no longer afford to operate the same way they did even two years ago, given the accelerating pace of change in buyer behavior and market dynamics.
Latané emphasized moving beyond reactive approaches to embrace proactive, signal-driven strategies that help revenue teams stay ahead of buyer evolution. Rather than viewing AI as a replacement for human insight, she positioned it as a powerful amplifier that allows teams to multiply their impact across every function, from marketing and sales to operations.
Breaking: The 2025 Global B2B Buyer Experience Report
The annual buyer research drop is always one of Breakthrough’s most anticipated moments, and this year’s findings revealed some surprising shifts in how B2B buyers are navigating their purchase journeys.
Takeaway: AI uncertainty is pulling buyers into earlier conversations
Here’s the headline finding: 89% of buyers now purchase solutions with AI features, but 62% need sellers to answer AI-related questions about training data, security, privacy, and basic capabilities. This uncertainty is driving buyers to engage vendors about six to seven weeks earlier in their journey.
Takeaway: Buying cycles are compressing, but decisions still happen early
Average cycle length dropped from 11.3 months in 2024 to 10.1 months in 2025. Yet despite earlier engagement and shorter cycles, 94% of buyers still rank their vendor shortlist before ever speaking with sales, and nearly 80% purchase from their initial top choice.
Takeaway: LLMs supplement traditional research but don’t replace it
While 94% of buyers use LLMs for research tasks like analyzing sentiment and processing information, they’re not substituting AI for direct vendor validation. Buyers still report double-digit interactions with each vendor they evaluate, proving that for high-stakes purchases, human validation remains essential.
LeanData + Drata: From signal to scale
Session leaders: Jim Bell (CMO, LeanData) and Kacee Court (Director of Marketing Operations, Drata)
This customer-vendor partnership session provided a masterclass in operational excellence, showing how proper GTM orchestration can transform signal intelligence into measurable revenue outcomes.
Takeaway: Routing failures cost real money
Drata’s candid sharing of their pre-LeanData challenges was eye-opening. With 70 accounts not properly routed to sales and $2M in pipeline missed due to routing breaking, they had zero confidence from ops and GTM teams. The lesson: Infrastructure matters as much as intelligence.
Takeaway: Speed and precision drive 6QA performance
After implementing LeanData’s intelligent routing, Drata:
- Achieved 15-minute SLA times to work 6sense Qualified Accounts
- Worked 25% more 6QAs than the 6sense benchmark
- Generated approximately $12M in monthly pipeline from 6QAs
The key was ensuring every high-intent signal gets actioned quickly and accurately.
Takeaway: Integration enables transformation
The power combination of 6sense and LeanData transformed Drata’s entire GTM operation. 6sense identifies the high-intent accounts and qualification signals, while LeanData ensures those insights reach the right rep instantly.
Folloze spotlight: Panther’s competitive AI playbook
Session leaders: Seema Kumar (Interim CMO, Panther) and Melinda Monaco (VP of Marketing, Folloze)
In the session “From Search to Switch,” Panther demonstrated how a lean marketing team can use AI-powered personalization to beat competitors where it matters most: in search results and buyers’ minds.
Takeaway: Precision targeting beats volume in the AI era
With 30% drops in SEO clicks and 18:1 bot-to-real visitor ratios changing the digital landscape, Panther’s approach focused on precision over volume. Using 6sense intent signals to identify 1,150 high-fit accounts and hijacking competitor keywords like “Splunk pricing,” they captured the clicks that actually matter.
Takeaway: AI streamlines personalization at scale
Panther launched Folloze boards in minutes without dev resources, expanding competitive coverage from Splunk to multiple rivals while tailoring experiences at scale. The result: 300% increase in accounts with website visits from competitive research and 12% lift in known engagement.
Takeaway: Integrated campaigns multiply impact
The “SIEM revolution” campaign reached 400+ accounts via omnichannel plays (search, display, Reddit), using bold messaging, DOOH, events, and guerilla activations that drove traffic to Folloze boards for personalized engagement. The comprehensive approach delivered 220% more accounts progressing to Decision stage and 71% reaching Purchase.
Customer Awards: Celebrating revenue excellence
The 2025 Breakthrough Awards recognized customers who achieved extraordinary results through innovative 6sense implementations. Read all about the finalists here.
Fastest Time to Value: Rithum
In just 90 days, Rithum transformed 6sense from a dormant tool into a revenue driver:
- 6QA opportunities made up 58% of all Q2 opportunities
- 37% higher average opportunity value
- 2% larger average deal size
- Sales adoption increased 3x in one quarter
Workflow Wizard: Blue Yonder
Blue Yonder consolidated roughly 200 audience workflows into 60 streamlined Intelligent Workflows and pre-built 246 LinkedIn segment permutations. Their always-on LinkedIn program:
- Delivered 12x ROI
- Engaged 170+ new logos
- Generated over 40% more accounts in the purchase stage
Small Team, Big Results: F12.net
With campaigns that launch automatically when intent spikes, F12.net tripled their weekly in-market account engagement and doubled campaign velocity. Sales saved 10-15 hours weekly on research, and they hit their annual sales target five months early.
Innovation Through Integration: Qlik
Qlik’s comprehensive integration approach delivered across every channel:
- 15% YoY increase in BDR opportunity conversion
- 51% increase in meetings booked through Salesloft
- 20% increase in chat engagement
- 40% increase in opportunity creation from content syndication
AI Game Changer of the Year: Simpro
Simpro deployed AI Email Agents as “super BDRs” across their SMB motion, delivering 34% YoY increase in MQLs, 80% reduction in MQL loss, and about two hours saved per BDR daily through automated follow-ups.
Looking ahead
Day two reinforced that success belongs to the teams that combine superior intelligence with bold and forward-thinking execution. With the final day of Breakthrough ahead, attendees can expect deeper tactical sessions and advanced strategies to put these frameworks into immediate action.
