About the Book

Every organization wants to predictably grow revenue. But B2B buyers have changed the way they buy. They prefer to remain anonymous far into the buying journey, and they operate in teams of six to 10 (or even more) decision-makers.

That means , sellers and marketers have lost our opportunity to influence the buying journey — if we cling to traditional lead-based tools and strategies, that is.

It’s time for a new paradigm.

Pioneering CMO Latané Conant delivers a step-by-step guide that will transform the way you think about marketing and selling in the modern age.

Often challenging but never dull, No Forms. No Spam. No Cold Calls delivers uncomfortable truths about the status quo — starting with Latané’s first breakthrough that our old-school tactics not only treat future customers like dirt, they also encourage the anonymous buying we’re trying to combat.

This book reveals exactly how to engage customers the right way if you want to achieve predictable revenue growth.

Latané lays out exactly how to enable sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do. In doing that, you’ll learn to:

Uncover customer demand
Prioritize which accounts to work
Engage the entire customer buying team
And measure real success

While the book delves into some advanced concepts and technologies, it’s approachable and actionable. No Forms. No Spam. No Cold Calls provides real tactics that you and your team can implement right away and test for yourself. It’s the kind of book you’ll keep referring to again and again. It lays out a methodical plan for how to build a modern sales and marketing engine.

With the book’s customer-first approach, you’ll be able to confidently take down the forms, stop sending bulk emails, and quit making cold calls — and achieve breakthrough results.

You’ll learn …

Why (and how) to move beyond form fills and spam, and instead monitor for intent, activity, and engagement across the internet
The processes, methods, and strategies to know about buyers in this new world
How to engage buyers when they’re ready, with messages that will convert
How to fully align sales and marketing teams around the same data, insights, and revenue operating model
How to execute account-based campaigns at scale

Ways to build trust through relentless transparency and communication
How AI and big data are shaping the future of B2B marketing and sales — and how you can take advantage of them
Data-driven tactics to uncover customer demand, prioritize which accounts to work, and engage the entire customer buying team
Methods for measuring real success and revenue growth

“This is my favorite recent marketing book I’ve read. Period. … Latané is a thought leader and heavy hitter in foreseeing the future of B2B marketing. The book goes DEEP. ”

Amazon review

What’s new in the 2nd edition?

Since publishing the first edition of No Forms. No Spam. No Cold Calls, we’ve received lots of enthusiastic feedback and requests for even more information. The second edition expands on the original roadmap, adding:

A foreword by 6sense CEO Jason Zintak that gives context for why this modern approach to selling and marketing is so important — especially now.
Additional content in Chapter 3, “Building the Customer-First Tech Stack,” about new data and technology that’s transforming the customer experience and ensuring revenue team success.
An all-new chapter, “The Modern Sales Organization,” authored by Mark Ebert, 6sense’s Senior Vice President of Global Sales.It dives deep into the latest and most effective selling principles to help lead effective, winning, and happy sales teams.
An FAQ chapter that answers questions about how to put these modern sales and marketing approaches into practice — including a step-by-step guide to implementing an authentic, spam-free nurture.

About the Author

As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software sales woman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

Prior to 6sense she was the CMO and a sales leader at Appirio. She was instrumental in aligning sales and marketing under a consistent and relevant message – resulting in increased bookings, average deal size, and win rates. Latane is creative, charismatic and competitive. Her high energy, positive attitude, and sense of humor are contagious and it’s hard to find a customer, partner, audience, or employee who doesn’t want to work with her.

What People Are Saying…

“Latané brings a critical message to the revenue community, helping us to evolve to a new and better level of marketing – one with a closer, more meaningful partnership between prospect and seller. I’m excited about a world without forms.”

Sam Jacobs | Founder of Pavilion;
Host of the Sales Hacker Podcast

“Read this book and just as Geoffrey Moore changed our vocabulary to talk about chasms, gorillas, and whole product you will talk about, and internalize a culture of Dark Funnels, dynamic territories, and stages of the buyer journey.”

Dr. Ian Howells | VP, Head of Marketing at Sage Intacct, Inc.

I’ve been waiting for this book for so many reasons. It makes the undisputable case for ‘outside in’ go to market. If you are a B2B CMO or aspire to be one, this is required reading.”

Kate Bullis | Managing Partner, Go To Market Practice,
SEBA International

“The world needs more bold, exponential thinking to help businesses and brands stand out, challenge the status quo and create sustainable value. This book is both an example and a challenge to help B2B marketers succeed.”

Matt Heinz | President, Heinz Marketing Inc, Keynote Speaker, Author, Host of Sales Pipeline Radio

All proceeds from book sales go to GoodSense, the charitable arm of 6sense whose mission is to do our part for our community and beyond.

Buy Now

Read Chapter 1: A New Era of Sales and Marketing

In chapter one, Latané is confronted with the realization that traditional B2B sales and marketing tactics and technologies deliver MQLs, but horrendous experiences for our prospects (who are future customers!). Latané shares the major “a-ha! moments” that led her to ditch convention and boldly embrace a powerful future that puts prospects and their experience at the core of everything we do. Taking this leap wasn’t without risk, and overcoming the doubters and naysayers meant testing, and ultimately proving, that a new approach based on Big Data, AI, and machine learning could deliver superior results. Latané’s story of perseverance will inspire others to choose the more difficult but more rewarding path—the path toward breakthroughs.

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