Blueprints for Breakthroughs

When an industry-wide licensing shift created immediate migration pressure in April 2024, Mission Cloud, a CDW company, saw an opportunity. As a premier-tier AWS partner, they recognized that thousands of companies would need to move off a legacy cloud platform and onto AWS. Their initial approach? Standard competitive takeout tactics. They pulled technographic data, looked […]

The challenge When Mimecast acquired Code42 and Aware in 2024, Cait Daniels, Director of Global Digital & ABX, inherited a complicated puzzle: four product suites, nine geographic theaters, and no predictive model in place. The existing Demandbase instance only surfaced accounts that had already visited the website, leaving the top of funnel completely dark. Scaling […]

Jordan Backues is 6sense’s Senior Global Integrated Campaign Marketing Manager and specializes in developing multi-channel campaigns that drive measurable pipeline growth. Leading and aligning cross-functional teams isn’t easy, and when she went hunting for a process to help manage integrated campaigns, she came up empty. So, she decided to fill the void — and share […]

When Rae-ann Brygman and Nicole Fidler from Hyland took the stage at 6sense Breakthrough, they brought more than workflow diagrams. They brought cake. Not literally, but their presentation compared marketing campaigns to baking: “The perfect cake is the same as a successful and memorable campaign,” Brygman explained. “The channels are aligned, the timing is strategic, […]

The challenge Here’s an uncomfortable admission: 6sense has faced the same reality as our customers. We’re running five distinct revenue motions simultaneously (inbound, outbound, ABX, AE-led direct, and partner) across four market segments. That’s 20 different “swim lanes” that need to work together. Add in the pressure of a $300M revenue target, and you’ve got […]

When Caleb Rountree joined 8×8 as a Senior ABM Manager, he inherited what many practitioners dread: a 6sense instance that had gone dormant. The original buying committee was gone. There was no defined TAM. Reporting was limited. The customer journey was fragmented. And leadership had questions about whether the investment was paying off. Caleb had […]

The challenge Portnox had just raised their Series B, and their head of sales made the stakes clear: “We’re putting all of our chips into ABM this year.” Alastair Winston, Portnox’s Director of Demand Generation, was tasked with making it work. But his team was stuck in manual mode, pulling account lists weekly, uploading them […]

When a competitor suddenly exited the market, FireMon’s marketing team had 10 days to launch a coordinated competitive takeout campaign. Here’s the blueprint they used to scale ABM without breaking their team. Amy Yuan still remembers the urgency. “This is what we’ve been training for,” the FireMon Director of Marketing Operations told her team when […]

For new 6sense users, the platform offers powerful capabilities, but knowing where to start can feel overwhelming. Intent data reveals which accounts are actively researching solutions in your category, giving you the insights needed to prioritize outreach, personalize messaging, and accelerate deals. The tactics below are designed to uncover pipeline opportunities fast, whether you’re building […]

Prospecting fundamentals have shifted: At Breakthrough 2025, 6sense Head of Sales Development Transformation Ernest Owusu led a prospecting bootcamp focused on practical exercises to help teams cut through the noise. Here are some of the insights he shared. Using AI for smarter prospecting Exercise #1: Enterprise territory planning Your reps shouldn’t start from zero every […]

The challenge Most campaigns operate in static silos across disconnected channels, unable to adapt as buyers progress through their journey. This creates choppy experiences, wastes ad spend on wrong-fit accounts, and leaves sales and marketing accidentally competing instead of coordinating—turning what should be a seamless buyer journey into an obstacle course.  The goal  Transform disconnected, static campaigns into an intelligent, […]

The challenge  Your prospects are quietly researching competitors — and your competition is setting expectations and framing the conversation for potential customers. You need to make sure you’re being considered before prospects’ perspectives are set.  Tools you’ll be using: The goal Most prospects research quietly and form opinions before sales teams even know they’re in […]