Here’s the uncomfortable truth about sales and marketing alignment: Most companies treat it like a relationship problem that can be fixed with better communication. More Slack channels. Weekly syncs. Trust falls at the offsite. But the real issue isn’t about getting along better. It’s about operating on fundamentally incompatible timelines. B2B buying cycles average 10 […]
Your sales rep is four months into a six-month enterprise deal. They’ve mapped the buying group, built relationships with three key stakeholders, and carefully timed every touchpoint. The deal is progressing exactly as planned. Then marketing launches a product campaign. Suddenly, every contact your rep has been nurturing gets three emails in a week, each […]
Your digital advertising campaigns are hitting the wrong people at the wrong time. Not because your target account list is bad, but because you’re treating audiences like they’re frozen in time. You launch a LinkedIn campaign targeting enterprise software buyers, but sixty days later, that same audience includes accounts downloading ROI calculators and prospects who […]
If you’re a B2B demand gen marketer, chances are you’ve felt the sting of misalignment. You launch campaigns, drive engagement, and fill the funnel with leads only to hear sales say, “These aren’t qualified.” Meanwhile, leadership questions marketing’s contribution to revenue. The disconnect is real, and it’s rooted in the metrics we’ve been trained to […]
Most B2B marketing teams are trapped in lead gen purgatory, watching their carefully crafted campaigns generate impressive-looking top-of-funnel numbers that seem to go to hell the moment sales starts sorting the good from the bad. And sometimes there’s a lot of bad. If lead generation were a religion, most B2B marketers would need some serious […]
Picture this: Your sales team celebrates a big deal and when leadership asks what drove the win, someone inevitably points to the last touchpoint — maybe a demo request, a pricing inquiry, or a LinkedIn connection. It’s tempting to give all the credit to whatever tipped the scales, but here’s the problem: You might be […]
Many GTM strategies are fighting the wrong battle. While your team obsesses over MQLs and conversion rates, 95% of your buyer’s journey is happening in complete darkness — invisible to every measurement system you’re using. This anonymous research activity, what we call the Dark Funnel, is where real buying decisions get made, yet most GTM […]
The bad news: Generic marketing approaches are increasingly ineffective in today’s crowded market. Buyers are overwhelmed with content that fails to address their specific needs, leading to disengagement and missed opportunities. The good news: Your prospects are leaving behind valuable clues about their interests and challenges with every search query. And while you’ve always had […]
Buying journeys are complex and non-linear. Prospects engage across multiple channels at their own pace, making it challenging for marketers to deliver the right message at the right time. 6sense’s Intelligent Workflows solves this problem by providing a unified platform where marketers can easily orchestrate sophisticated, full-funnel campaigns that adapt to each unique buyer’s journey. […]
B2B revenue leaders face an ongoing challenge: how to optimize workflows and maximize resources across an ever-growing technology landscape. As automation capabilities evolve, so does the question of when to deploy technology versus human capital. Below we’ll explore this landscape, stacking up the Marketing Automation Platforms (MAPs) and Sales Engagement Platforms (SEPs) of yesterday against […]
No matter what your role is on the revenue team, from sales to marketing to operations, one thing is universally true: you are busy. You’ve got a daily task list a mile long, and even then, it’s more work than many people realize. Behind almost every task on your list is another list of steps […]
Forrester B2B Summit — the premier gathering for marketing, sales, and product leaders — just wrapped up in Phoenix. The sun-soaked city provided a vibrant backdrop for a hands-on, immersive experience designed to align, inspire, and empower entire GTM teams. Featuring over 50 interactive sessions across dedicated tracks, the event focused on: While the entire […]
