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 team talks to buyers every single day. They hear which messages land and which fall flat. They know what objections keep coming up, which competitors are circling, and what content actually helps push deals forward. Marketing? They’re creating campaigns based on last quarter’s research, personas built in a workshop six months ago, and […]
When 94% of B2B buyers report using large language models during their purchase process, it’s easy to assume we’re witnessing a fundamental shift in how research happens. The narrative writes itself: buyers turn to ChatGPT first, vendors get cut out of early conversations, and the traditional sales cycle gets compressed or bypassed entirely. Except our […]
Sales and marketing: Oil and water. Different planets. Destined to clash. Ashley Deibert doesn’t buy it. In her first job in marketing, she sat between two sales reps, helping them fill out RFP responses. She’s never understood why the two functions are treated as natural enemies when they’re chasing the same goal. But she’s also […]
Research shows the extreme importance of building targeted brand awareness. For the third consecutive year, 6sense’s Buyer Experience Report has tracked how B2B buyers make purchasing decisions. Each year, the data grows more stark: Three years of evidence points to an uncomfortable truth: The era of capturing demand isn’t over, but if buyers don’t begin […]
Here’s a thought experiment: Think about the last time you used ChatGPT, Claude, or any other LLM. Did you ask it one question, accept whatever it told you as gospel, and immediately act on that information? Or did you use it as one input among many, cross-referencing what it said against your own experience, other […]
Despite near-universal LLM adoption, buyers still maintain 16 interactions with winning vendors. Here’s what that really means for your pipeline. If you’ve been in B2B marketing circles lately, you’ve probably heard some version of this doom-and-gloom prediction: “ChatGPT is going to kill website traffic.” “Buyers won’t need vendors anymore.” “Intent data is dead.” Here’s what […]
One of the best parts of Breakthrough? Watching 6sense customers take the stage to share their wins, their strategies, and results that make their peers stop and say, “Wow, how did they do that?!” This year’s Breakthrough Awards honored nine visionaries who transformed how their teams work, how their pipelines grow, and what “success” looks […]
The first wave of generative AI promised to revolutionize B2B marketing. And in some ways, it has, just not always for the better. We’ve all seen it: the LinkedIn posts that sound like they were written by an enthusiastic robot who just discovered business jargon. The blog posts that read like they were optimized for […]
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 […]
Ask any B2B marketer about brand awareness, and you’ll get a knowing sigh followed by some variation of “Yeah, we know we need to do it, but…” That trailing “but” carries the weight of a thousand frustrations: limited budgets, impossible-to-measure ROI, and campaigns that feel like shouting into the void. Here’s the uncomfortable truth: brand […]
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 […]
