April 28, 2021 | Datavana
Ep17: Latané Conant, Chief Market Officer of 6sense
Unlock Your Data's Full Potential: Tips From a CMO
"Data frees you from debate and delays," and is the reason why Latané Conant is so focused on leveraging data to seal deals with prospects. Rather than generating leads, Latané aims to generate qualified accounts. In this episode of the Datavana podcast, we have Latané Conant, Chief Market Officer at 6sense. Latané works closely with sales and marketing teams to put the prospects at the center of everything they do.
She is also a GTM advisor, V2MOM enthusiast, and Speaker. With a background in sales, accounting, and consulting, Latané is not your typical CMO. "I don't believe in a job. I don't work. It is a cause. I've always worked at companies where I cared so much. I believed so much in what we were doing," she explains.
So how to turn data into a competitive advantage? What's the role of machine learning in data analytics? And what's the most efficient way to drive revenue? Tune in to the latest episode of the Datavana podcast to find out.
Work hard and let your results speak for you
"I'm a woman, and I'm not all gussied up today. But my normal attire is I love to be all gussied up and lots of jewelry. I always like to show up as my loud girly self. I think it's easier for women in the workplace now, but it's still hard. I just looked around, and I said, 'I don't want to conform and be something else; I want to be taken seriously.' The best way to be taken seriously is to know your numbers and put up numbers.
In a lot of my career, I was in sales, and I just said, 'You know what? I'm going to know my business. I'm going to know my patch. I'm going to know my quota and how to get to the quota. I'm always going to be over quota.' And that's my data. As long as I have that, nobody cares. Nobody cares that maybe I laugh too loud, my hair's too big, I don't want to talk about sports 'cause I don't care. I'm just going to show up as me, but show up with all these results in numbers and see what happens. So that's why I love data."
What attracted her to 6sense
"I think what drew me to 6sense ultimately was when I saw the product. I was blown away. And so for me, I don't believe in a job. I don't work. It is a cause. And I've always worked at companies where I cared so much. I believed so much in what we were doing. And that's the common thread, Ariba, Appirio, and now 6sense, where it didn't feel like work. It was a cause that I felt was important and important for businesses and companies. So I wanted to take it on. That's what happened with 6sense. I fell in love with the cause."
You can bring something new to the table in every job
"I had this aha moment. As the CMO of 6sense, first of all, I got to put my big girl pants on. And second of all, I'm sitting on all of these amazing insights, and maybe I can't use every acronym appropriately in a sentence, but I get it. I get what I'm sitting on top of. And I should be able to use that to create a better experience for prospects. If I can't do it with access to all these resources, to this great technology, and with this amazing team, who can? That's what we're going to do.
So I declared this project Bold Moves, where I said, 'We're going to put the prospect in the center of our experience. We're going to use insights. Everything we do is informed by insights. That's where everything's going to start, and everything's going to end, and we're going to prove that it can be done.'"
Our challenge as marketers is there's data everywhere
"The core of the 6sense platform is an embedded CDP or customer data platform. We can love data and appreciate data, but I think our challenge as marketers is there's data everywhere. You talked about first-party intent data, which is some of the most valuable data. So, of course, we want to bring that in. But then again, there's this notion of third-party intent. Even something that we talk about, I don't know if this is the proper term, but I call it second party intent. What you want to do is bring it all together and let the machine start to make sense of the data."
The importance of generating qualified accounts
"The challenge is marketers have been trained more and more. I can go and crush my MQL number, and meanwhile, the business is a dumpster fire, and that's this weird place we've ended up. That's what we've got to break.
Another big thing I talk about in the book is a qualified account that, statistically back-tested, fits that ideal profile. Enough people are engaging to show it's qualified, and all these different things come together. Again, if you're not putting garbage in the top, those conversions are going to get a lot better. Being focused on generating qualified accounts versus MQL or leads, and then ultimately being focused on owning that revenue operating model, and partnering with sales to say, 'Gosh, win rates or this conversion or that conversion. How do we work together to optimize this?' That's the future of where I think we're all gonna get."
- Data gives you a competitive advantage. Having enough data helps create better customer profiles, allowing you to get insight into who your users are, their pain points, and how to provide solutions. The results of analyzing data help design a better product and attract more customers. According to Latané, "The core of 6sense is to make marketing and sales much more sustainable and much more data-driven." She says that without significant data, you're just trying to ride a bicycle in a snowstorm. "I think it's this competitive advantage for marketers and sellers. And that's why I think it's such a great cause to be a part of."
- AI is good at recognizing patterns and contextualizing data. Latané explains why AI is such a game-changer in their industry. Once you have the good data, it's essential to know how to contextualize it. It's the so-called "So what factor." Only so many patterns our brains can recognize, and machine learning is getting better at identifying patterns and contextualizing data for marketing and sales purposes.
- Data enables transparency. Latané says she and her CEO practically finish each other's sentences, and it's all thanks to their shared data dashboards. Data helps align internal strategies and enables transparency between teams. At 6sense, data is used to figure out the problem spots and fix them. "Data frees you from debate and delays," concludes Latané.