Q&A with Latane Conant, CMO at 6sense

MEDIA 7 | July 17, 2019

Latane Conant, CMO at 6sense has always been keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

At 6sense, Latane helps sales and marketing leaders increase revenue by tapping into the power of predictive intelligence to uncover buyers who are ready to buy.

MEDIA 7: As a child, what did you want to be when you grew up?
LATANE CONANT:
The first thing I ever wanted to be was a lifeguard and swim coach. When I was 5 years old, I joined the swim team as one of the youngest swimmers. At 13, I was too young to be a lifeguard so I begged them to create a “JR lifeguard” position. This was essentially deck swabbing and towel service but I didn’t care. So they hired me and called me “young jedi”. The head lifeguard loved to play jokes on me. One time he gave me a ruler and said every deck chair needed to be 10 ¾ inches apart. There were 50+ deck chairs, but I went out and started measuring. Finally, after a few chairs, they called me over the loudspeaker to come back to the office and we all had a big laugh. Another time they took me down to the filter room, which was underground and pretty spooky.

BUT as a young jedi, I had to learn how the system worked. We descended under the deck and I climbed a rickety old ladder to look down into the pump. Another lifeguard in scuba gear was waiting underwater and jumped out of the filter tank and scared the bejesus out of me! Once I calmed down I thought it was pretty hysterical! My role could have been seen as pretty mundane - bathroom cleaning and towel folding - BUT I loved the people I worked with so much. I worshipped the lifeguards and swim coaches!

They kept me on my toes and in stitches all summer, so it’s still one of the best jobs I’ve ever had. I finally graduated to teaching swim lessons, with a focus on kids who did not swim at all and were afraid to go in the pool. Nothing was more rewarding than seeing someone do something they thought they could not, or actually loving something that used to scare them - like put their head underwater, dive off the blocks, or swim the butterfly stroke for a lap.

M7: Latane, you have always thrived on working with wicked smart people. How do you get the best out of them when there is a common notion that it’s difficult to make smart people work together?
LC: 
Talented people want to be able to do great work. Not the average, crank some blogs out or run an event, but truly cool and differentiated things. My job is to be a force field and ensure the team has the opportunity to try different things and do their best work. This means providing focus. A powerful focus tool we use is the V2MOM. V2MOM stands for Vision, Values, Methods, Obstacles, and Metrics. Vision is what you want to achieve. Ideally your vision makes everyone uncomfortably excited. Values are why it matters, what you believe, guiding principles for decision making. Methods are where the rubber meets the road and are the top things you will do to achieve the vision.

Under each method, it's key to detail out obstacles (so you can plan around them) and metrics so you know if the method is on track. What’s nice about the system is that it provides built-in planning and is time bound. So every quarter I get my team together and we revise our V2MOM. This builds consensus around the vision and how we are going to get there. Every method gets assigned an owner, which drives accountability. And we publically track the metrics weekly so everyone knows our progress. The interesting thing about the V2MOM is not what's on the V2mom but what is NOT on the V2MOM. Because the process requires hyper prioritization of what you are going to do in a given time period, it forces focus.

I’m pretty obsessed and love the V2MOM. I am happy to share more on how teams can adopt, implement, and use it.  In fact, maybe in my next life, I will be a V2mom consultant!


"Marketing is harder and harder these days because buyers want to remain anonymous."

M7: How does leveraging smart technologies like AI help marketers have an edge over others and achieve on-time targets?
LC:
We need every advantage we can get in order to be successful and AI provides that advantage. Marketing is harder and harder these days because buyers want to remain anonymous. In fact, 90 percent of B2B buying behavior is digital and anonymous. Buyers also buy in teams, so the buying journey and process is very fragmented across many people. According to Gartner, it’s typical for a buying team to have more than 10 people involved. Adding to that, buyers are resistant. Every member of the B2B buying team requires highly personalized multi-touch and multi-channel engagement to take a meeting.
But our current systems are built for known static data, which only 12% of marketers have confidence in.
Revenue-generating teams should look for platforms that allow them to uncover buyer behavior, particularly the anonymous behavior, so they can stop spending money, time, and energy on the accounts that aren’t even in-market. Instead, through AI and big data, that money, time and energy can be used to uncover their “dark funnel,” or the rich information that is being done on your company and/or solution in the dark. Next, they must prioritize. Look across behavior to determine and group buying teams. Look for changes in behavior over time to fully grasp which accounts are in-market, ready for an upsell, or have potential to churn. AI can deliver these insights with a high degree of accuracy so you can know when accounts are getting ready to open opportunities. Enabling you to focus your time, salespeople and BDRs on the BEST accounts. Once you have uncovered anonymous behavior and prioritized timing, it’s time to engage. Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines. It tells us the best time to use display ads vs. email vs a direct mailer and even triggers actions across channels. It also ensures we are personalizing appropriately so if someone has consumed the demo it offers them another piece of content so they aren’t served the demo AGAIN.  Based on their behavior, buying stage, persona, and company we can dynamically deliver the best experience. Teams that use this approach see unbelievable results and are beating out their competition with 40 percent more opportunities, 5x larger deals, and 1.5x faster cycle times.


"Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines."

M7: How does 6sense’s Account Based Orchestration Platform help revenue teams to compete and win in the age of account-based buying?
LC:
I had my team do some research on the typical results b2b sales and marketing teams see from their efforts. The picture is not pretty. In fact EVERY minute:
- DOZENS of interested buyers will visit your website but only ONE will identify themselves.
- Your most important prospect will receive 2 NEW EMAILS. They will likely delete them both without opening.
- Your sales reps will spend ONE-QUARTER of their time on leads who have no intention to buy.
- Your BDR team will make just over 6 calls. They will book ZERO meetings.

No wonder marketing and sales teams get misaligned. This is not competing or winning.

Account Based Marketing is all the rage - It requires selecting the best accounts to go after, detailed insights into accounts and personas, highly personalized multi-channel engagement, alignment with sales, and the ability to track “real stuff” like increased engagement, pipeline, and revenue. ABM makes a lot of sense vs. traditional tactics that result in millions of unopened emails that get sent each year, thousands of dollars spent on swag at events that don’t lead to an opportunity, etc. However, the dirty little secret is that it’s impossible to scale without GREAT customer insights and orchestration capabilities. This is why you hear a lot about ABM pilots and not about ABM at scale.
6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action. 

6sense delivers ABM at scale by providing (at a click in an easy to use UI):
- an understanding of best accounts to go after based on your business objective, technographic, firmographic, and real-time behavioral information.
- insights into the key personas to engage, the topics they care about, and where they are in their buying stage.
- orchestrated engagement across tactics from email, to display ads, to direct mail.
- alerts for sales with relevant details like when to call, what to say, what accounts are doing anonymously/in the “dark funnel”, and what marketing activities are working.
- tracking and metrics around how campaigns perform, if new personas engage, if you influenced opportunities, and if you gained net new opportunities.

This means sales and marketing can get BACK to sales and marketing, aligning on a business objective, messaging, and the experience you want to deliver for prospects - one you can actually be proud of. One without useless forms, spam, and cold calls. And because our platform provides transparency, reduced mundane work, and competitive advantage, prospecting actually becomes fun!

M7: What is the “dark funnel” and how can marketers embrace that?
LC:
So, the dark funnel is all of the data, information, people, and research that is happening right now for our product or solution that we have no insights into. You have to zoom out and think about the complexity of this cycle and how it’s changed. First of all, B2B buyers want to remain anonymous for as long as possible and our trick to making them not anonymous was to have some sort of gated content or to maybe try to run them down at a trade show or scan them but that doesn’t work anymore. All of our systems are set up for contact or a lead which is one person. What we find now is buyers buying in these teams, so you have to be able to understand how one person on the team is interacting with another person, how to put them together and how their collective research and desires come together. And again, all of that’s happening anonymously. So, the dark funnel research just went from one person to ten peoples’ research.

The other challenge is, in order to engage with buyers because they get so much noise and are so inundated, in fact in B2B we send about 300 billion emails a year, there’s only 7.7 billion people in the world and that’s not even B2C, so that doesn’t mean they’re on pottery barn’s list. So, our email motion in being able to break out of the noise is incredibly difficult. Hence, we have to have more touches and more capabilities and all of those emails and things that we’re sending are all in this dark funnel, we don’t truly understand how they’re getting consumed. So what ends up happening is we as marketers have to do a lot of guessing in how we design our programs and how we engage with customers and when you can start to really shine a light on the dark funnel and understand that rich research and the buying team and most importantly understand where they are in their journey, understand the timing. Rather than spamming you can start to really personalize in engagement and experience based on what they care about, who they are and most importantly, where they are in the buying journey.


"6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action."

M7: To what extent does having a deep insight into a prospect’s buying journey help marketers in sales conversion and closing deals?
LC: 
Marketing is hard, selling is harder, and being a business development rep is the HARDEST. Business Development Reps and AE’s are expected to make hundreds of calls and send tons of email a week, but how do they know the contacts they are calling on aren’t random? Are they even in-market? How do they know when the best time to call is or what to even discuss without knowing the contacts needs? With outbound efforts, BDR’s and AE’s want opportunities, not just activity, but they don’t have a good way to make the right connections with the right content in order to be successful.

To reduce turnover and give outbound sales teams the best chance of success, we have to give them insights, with a robust group of digital signals to show if an account is actually in-market to buy or beginning the early stages of research. And with potential buyers leaving a digital footprint in the form of intent signals across the internet, both known and anonymous interactions with your website, as well as thousands of other 3rd party sites, we can take the guesswork out of identifying which accounts to target and what topics or competitors those accounts are searching.

Deep insights from 6sense help marketing, sales, and BDRs understand where each account is in their buyer journey and focus efforts on those who are actively in-market or in the early stages of research for our product or service. This lets the sales team know the ideal time to engage and what the account is interested in, taking the conversation from a cold call to a productive, meaningful one, driving higher conversions, win rates, and average deal size.

M7: 6sense recently launched Account-Based External Media Campaigns Analytics. How is it enabling media campaign effectiveness?
LC: 
The days of a four martini lunch and a deal are long gone since buyers don't want to talk to sales until they are 70% through the journey. Because of this shift, B2B digital ad spend is projected to hit $6.08 billion this year. It is an effective way to reach buyers in target accounts if done strategically with insights and proper measurement.

This feature focuses on digital agencies and the brands they work with. They use 6sense and all the rich insights on behavior and keywords in their campaign planning. It enables them to micro-segment and take an audience first approach vs designing a campaign and then finding an audience, flipping the campaign planning process on its head. 6sense also allows agencies to compare campaigns across different channels - tracking reach, engagement, and influence of these campaigns on accounts they are targeting for their customers.
Innovative agencies are partnering with us to deliver for their customers and they are seeing high returns on their investment.

M7: What is your favorite quote?
LC: 
“Anything worth doing is worth overdoing.” - Mick Jagger

ABOUT 6SENSE

6sense’s Account Based Orchestration Platform helps revenue teams compete and win in the age of Account Based Buying by putting the power of AI, big data and machine learning behind every member of the B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data to focus on accounts in market, and engage resistant buying teams with personalized, omni-channel, multi-touch campaigns. 6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner, compete and win more often.

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Insight Partners | June 27, 2022

Global software investor Insight Partners announced the establishment of its Government Advisory Board, a group of government and defense leaders whose combined expertise will provide a valuable, actionable network for Insight's portfolio of software startup and ScaleUp companies. With a 25+ year legacy of investing in software, Insight Partners already has a long history of investing in government across federal, defense, state, and local sectors (including K12). The Government Advisory Board will advise Insight Partners about important public sector investment opportunities and risks, and bring their deep experience to the broad set of portfolio companies that are working with government customers. The government, across all sectors, needs the next generation of great software companies to better serve constituents, modernize government, and deliver services more effectively and securely. With investments in companies from all corners of the globe, Insight has always maintained a belief that great software companies can originate from anywhere, and with the right strategic partner, expand rapidly into new markets. The Government Advisory Board allows Insight to bring the perspectives of former government leaders to provide strategic counsel to portfolio companies—so they can be better equipped to support government agencies across a range of important missions. Insight Partners' Government Advisory Board is made up of preeminent leaders with many decades of experience in the U.S. government, including: Secretary Ash Carter, the 25th United States Secretary of Defense, and Director of the Belfer Center for Science and International Affairs at Harvard University's John F. Kennedy School of Government. Honorable Sue Gordon, former Principal Deputy Director of National Intelligence, former Deputy Director of the National Geospatial-Intelligence Agency, and career Central Intelligence Agency official. Lieutenant General (ret.) Jack Shanahan, former Director of the U.S. Department of Defense (DoD) Joint Artificial Intelligence Center (JAIC), and first Director of the Algorithmic Warfare Cross- Functional Team (Project Maven). Essye Miller, former Principal Deputy Chief Information Officer and CISO of the U.S. Department of Defense. Honorable Dr. Will Roper, former Assistant Secretary of the Air Force for Acquisition, Technology and Logistics, and founding Director of the Pentagon's Strategic Capabilities Office. Nicole Wong, former Deputy U.S. Chief Technology Officer in the Obama Administration, Vice President and Deputy General Counsel at Google, Twitter's Legal Director for Products, and inaugural member of the Cybersecurity and Infrastructure Security Agency (CISA) Advisory Committee. General (ret.) Joe Votel, former Commander of Central Command (CENTCOM) and Special Operations Command (SOCOM), and President and CEO of Business Executives for National Security (BENS). We're honored to launch a Government Advisory Board of leaders who bring a diverse set of experiences across government and administrations at the most senior levels. They are passionate about supporting entrepreneurs and believe commercial software is key to modernizing government in its important missions. Insight believes there is significantly more opportunity to invest in the software solutions transforming the government sector, and the Government Advisory Board has the opportunity to shape and strengthen our success as we continue to scale up in government and defense." Richard Wells, Managing Director at Insight Partners "The ability of the United States government to deliver on its important missions—from national defense to Veterans health care to local K12 education—increasingly rests on government agencies being able to find, try, and use great commercial software," said Secretary Ash Carter. "That's why I rebuilt the Defense Department's links closer to the proverbial Silicon Valley when I was Secretary of Defense—via the creation of the Defense Innovation Unit, Defense Digital Services, and the Defense Innovation Board—and why I'm so dedicated to working with Insight Partners and their portfolio of leading software companies." "I'm enthusiastic about the opportunity to work with these accomplished, inspiring colleagues at Insight Partners to help companies advance their capabilities and the government achieve its aims," said Sue Gordon. "After my experiences running two AI 'startups' in the Department of Defense, I am honored to join my esteemed colleagues on Insight Partners' government advisory board," said Lt General (ret.) Jack Shanahan. "We are excited by the opportunity to work closely with Insight Partners in their quest to find the country's best technology companies and help solve the government's most pressing challenges." "Insight Partners is very thoughtful and deliberate in identifying companies with innovative solutions and helping them scale to meet the critical needs of our nation and the world. I am excited to partner with the other amazing Government Advisory Board members to support Insight," said Essye Miller. "Digital technology is driving the world at an accelerated rate. Yet the U.S. government keeps falling further behind. I'm very excited to work with Insight Partners' to navigate challenges of working with the government at software speeds," said Will Roper. "Government—as a customer, funder, and regulator—needs to be working with the best software companies, to promote economic growth, fairness, and innovation," said Nicole Wong. "I'm delighted to join the Insight Partners Government Advisory Board, and am excited to work with the team at Insight and the word-class entrepreneurs they support." "I am really excited to work with Insight Partners as they try to help these highly innovative companies that are so important to helping the US maintain its competitive edge," said General (ret.) Joe Votel. About Insight Partners Insight Partners is a global software investor partnering with high-growth technology, software, and Internet startup and ScaleUp companies that are driving transformative change in their industries. As of February 24, 2022, the closing of the firm's recent fundraise, Fund XII, brings Insight Partners' regulatory assets under management to over $90B. Insight Partners has invested in more than 600 companies worldwide and has seen over 55 portfolio companies achieve an IPO. Headquartered in New York City, Insight has offices in London, Tel Aviv, and Palo Alto. Insight's mission is to find, fund, and work successfully with visionary executives, providing them with practical, hands-on software expertise to foster long-term success. Insight Partners supports great software leaders at all stages of their growth journey, from first investment to IPO.

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GOVERNMENT BUSINESS

Guidehouse and TechSur Form SBA Mentor-Protégé Joint Venture

Guidehouse | June 27, 2022

Guidehouse, a leading global provider of consulting services to public sector and commercial clients, and technology solutions provider TechSur Solutions are pleased to announce a strategic Joint Venture (JV) and Mentor-Protégé Agreement (MPA) under the U.S. Small Business Administration (SBA) Mentor-Protégé Program (MPP) through Guidehouse's acquisition of Dovel Technologies, LLC and its JV with TechSur, 1DTS. 1DTS successfully integrates the expertise of the two firms that specialize in digital transformation, bringing cloud-native applications, solutions, and analytics to government organizations. Guidehouse and TechSur have combined decades of experience providing innovative solutions across the federal government to include U.S. Department of Homeland Security. 1DTS is the culmination of that collective experience. As an 8(a) and EDWOSB, 1DTS can take organizations to the next levels of maturity through focused and impactful digital transformation strategies improving the mission of our customers. TechSur offers proven core competencies in mechanizing and automating the process of IT modernization while Guidehouse brings commensurate expertise in digital transformation and IT consulting. We look forward to significant collaboration through this joint venture to deliver innovative solutions for our Federal clients and team to address today's complex challenges for a more resilient tomorrow." Scott McIntyre,Guidehouse CEO Under the MPA, Guidehouse provides mentorship to TechSur as they seek opportunities in the Federal space for digital transformation, cloud native applications, legacy modernization, enterprise DevSecOps, data analytics, and adaptive artificial intelligence for mutual clients. "This partnership strengthens and highlights the technical savvy and expertise of both organizations," said Amit Yadav, Chief Technology Officer of TechSur Solutions. "Guidehouse is a powerhouse and increases our resources exponentially. We are very excited about this JV and the potential for delivering high-quality, timely, and customer-focused IT services while helping our clients solve their complex technical challenges." Guidehouse brings strength in the design and implementation of modernized enterprise architecture, systems integration, and agile-based software development, operations, and maintenance. TechSur Solutions is passionate about crafting aggressive and intentional technical solutions, all while remembering that at the end of the day, human beings have to want to use the technology. About Guidehouse Guidehouse is a leading global provider of consulting services to the public sector and commercial markets, with broad capabilities in management, technology, and risk consulting. By combining our public and private sector expertise, we help clients address their most complex challenges and navigate significant regulatory pressures focusing on transformational change, business resiliency, and technology-driven innovation. Across a range of advisory, consulting, outsourcing, and digital services, we create scalable, innovative solutions that help our clients outwit complexity and position them for future growth and success. The company has more than 13,000 professionals in over 50 locations globally. Guidehouse is a Veritas Capital portfolio company, led by seasoned professionals with proven and diverse expertise in traditional and emerging technologies, markets, and agenda-setting issues driving national and global economies. About TechSur Solutions TechSur Solutions is a premier IT consulting services small business with a philosophy and a focus on invention. Their rich service portfolio offers Federal Agencies and commercial clients Digital Transformation and Modernization services. TechSur is an 8(a) certified Economically Disadvantaged Women-Owned Small Business (EDWOSB) built on the belief that government deserves better engagement and a terrific user experience.

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GOVERNMENT BUSINESS

ECS Awarded $49M Contract by US Army in Support of Network Transformation

ECS | June 24, 2022

ECS, a leader in advanced technology, science, and digital transformation solutions, has been awarded a five-year contract by the U.S. Army valued at $49M. This project aligns with the Army’s larger network transformation strategy of providing units across the globe with a simple-to-use, expeditionary, mobile, hardened tactical network. To that end, ECS will provide software licensing, engineering services, training, and laboratory services to support the accreditation, integration, testing, and fielding of security software products. We are looking forward to partnering with the Army in modernizing and strengthening its tactical networks. ECS currently supports the deployment of the Army Endpoint Security Solutions (AESS) program, integrating, testing, accrediting, and fielding solutions that protect up to 800,000 endpoints. This wealth of experience will help inform our low-risk methodology in support of the Army’s network transformation initiative.” John Heneghan, president of ECS “With this contract award, ECS has the opportunity to help the Army achieve multiple mission objectives while advancing the greater strategy of transforming its tactical networks,” said Mark Maglin, vice president of Department of Defense (DoD) Cybersecurity at ECS. “Using our experience delivering the AESS for the enterprise, we are ready to leverage our expertise across software engineering and cybersecurity disciplines to help the Army achieve a unified network, increased visibility, and an improved cybersecurity posture.” About ECS ECS, ASGN’s federal government segment, delivers advanced solutions in cybersecurity, data and artificial intelligence (AI), cloud, application and IT modernization, science, and engineering. The company solves critical, complex challenges for customers across the U.S. public sector, defense, intelligence, and commercial industries. ECS maintains partnerships with leading cloud, cybersecurity, and AI/ML providers and holds specialized certifications in their technologies. Headquartered in Fairfax, Virginia, ECS has more than 3,500 employees throughout the United States. About ASGN ASGN Incorporated is one of the foremost providers of IT and professional services in the technology, digital, creative, engineering and life sciences fields across commercial and government sectors. ASGN helps leading corporate enterprises and government organizations develop, implement, and operate critical IT and business solutions through its integrated offering of professional staffing and IT solutions.

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