Sales

Introduction Winning business from competitors isn’t just about proving superiority. It’s about understanding when prospects are vulnerable to switching, what motivates that switch, and how to position your solution as the better choice. Competitive takeout campaigns are fundamentally different from standard lead generation. They target accounts actively evaluating alternatives, address specific switching concerns, and require […]

  Sales and marketing alignment may sound straightforward, but it’s often reduced to process charts and dashboards, rather than focusing on the people doing the work. In this episode, Lia Davidson, CMO at EAB, joins Adam and Saima for a refreshingly honest conversation about what real alignment looks like inside complex organizations. She shares how […]

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 […]

Hope is helpful when launching a new product or entering a new market, but it’s not a strategy. Yet countless organizations do so with little more than crossed fingers and optimistic sales projections. For every market success, multiple failures lurk in the shadows: products that missed their revenue targets, failed to gain traction, or simply […]

In the pre-internet era, enterprise buyers were tethered to sellers. If you wanted to understand a complex business solution — what it did, how it worked, what it cost — you had to talk to sales. Sellers controlled the information. Marketing’s job was to shape brand image and pique curiosity just enough to get buyers […]

How Buyers Use the Sales Cycle to Confirm, Not Discover Sometimes the most obvious things are wrong. For example, when we look out at the world through our eyes (or listen with our ears, or use any of our other senses), it feels like we are seeing the world as it is. But neuroscience tells […]

In 1974, Japanese soldier Hiroo Onoda emerged from the Philippine jungle, nearly 30 years after World War II had ended. He had refused to believe the war was over, dismissing the leaflets and news broadcasts announcing Japan’s surrender as enemy propaganda. Onoda wasn’t mentally incapacitated when he emerged from the jungle. In fact, he was […]

The MQL-Industrial Complex has a stranglehold on modern B2B marketing and sales. It shackles marketers to obsolete goals and metrics that waste revenue team resources, alienate buyers, and stifle innovation. Its consequences are dire: This must end. The Path Forward To express your support for the Anti-MQL Coalition, please copy and paste the manifesto into […]

About the Episode: In this episode of The Science of B2B, Kerry Cunningham takes a data-driven look at a question that every revenue team should be asking: how many of our target accounts are actually in-market? Drawing on behavioral data from over 600 6sense customers and 19 million monitored accounts, Kerry challenges (and also validates) […]

On 4th June, more than 300 B2B leaders came together in London for Inspire UK — and the takeaways are still reverberating. This wasn’t another theory-heavy conference. From the moment doors opened at 155 Bishopsgate, it was clear: attendees came to share what’s working, what’s changing, and what the future of go-to-market really looks like […]

Learn form Red Hat as they discuss their experience using 6sense to unify their sales development and marketing strategies. Together, they explain how they prioritize inbound leads according to a prospect’s buying stage and stress the significance of delivering timely and tailored messages to specific target accounts. Your Speakers