Revenue Rehab EP 126 [Visionary Leadership: The CMO’s Market-Driven Journey to CRO w/ Latane Conant]

This week our host Brandi Starr is joined by Latane Conant, Chief Revenue Officer at 6sense. Meet Latane Conant, a trailblazer in revenue technology with a visionary approach that's reshaping the industry.

As the Chief Revenue Officer at 6sense, she oversees Marketing, Sales, Customer Success, Partnerships, and Professional Services, driving the company's exponential growth. Latane's dynamic career includes penning the influential book "No Forms, No Spam, No Cold Calls," and founding the CMO Coffee Talk and Empowered CMO Network, platforms for marketing leaders to connect and innovate.

In this episode of Revenue Rehab, Brandi and Latane dive deep into breaking down silos in go-to-market strategies and the value of integrating marketing, sales, and customer operations under a unified leadership.

Listen in for Latane’s insights on overcoming challenges in revenue leadership, the critical nature of planning as "dreaming in detail," and practical advice for aspiring CMOs and CROs. Bullet Points of

Key Topics + Chapter Markers:

Topic #1 Buzzword Banishment: The Ambiguity of "Customer Journey" [09:14] Latane Conant expresses her desire to do away with the term "customer journey" due to its overuse and ambiguity. "I think 'customer journey' is one of those terms that has lost its meaning due to overuse," Latane says. "It’s so broad and vague that it doesn’t really help us understand or improve our strategies anymore. It’s time we get rid of it and focus on more specific objectives and outcomes."

Topic #2 Team Recognition and Trust [14:37] Latane Conant emphasizes the importance of recognizing and appreciating team members. "Your team is everything," she states. "I like to think of my team as my 'ride or dies' because success is a collective effort. It’s not just about having a vision but about everyone doing their part and feeling valued for it. When your team feels appreciated, they’re more motivated to go the extra mile."

Topic #3 Scaling Challenges in Revenue Leadership [22:51] Latane Conant talks about the difficulties of scaling amid economic uncertainties. "One of the hardest things is context switching and feeling like there’s never enough time," she explains. "The first year in a new role is particularly challenging because you have these big plans and visions that take time to execute. It’s crucial to zoom out and recognize the progress you’re making, even if it takes longer than expected. Having support from your loved ones helps keep things in perspective."

So, What’s the One Thing You Can Do Today? Latane’s ‘One Thing’ centers around deeply connecting with the market to form clear and strategic initiatives. “Make sure to dive into win-loss studies through direct interviews rather than relying on surveys. Get hands-on with your customers, understanding their perspectives and needs intimately. By doing so, you’ll be able to implement meaningful and impactful lightning strike programs that resonate and drive significant results.”

Buzzword Banishment: Latane’s Buzzword to Banish is "customer journey." She wants to banish this phrase because it is overused and often leaves too much room for ambiguity. Latane says, "The term is tossed around so frequently that its true significance gets lost, making it hard to align on what it really means within organizations."

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About the Author

Brandi Starr is a marketing powerhouse with over 20 years of experience shaking up B2B and B2B2C companies. As COO at Tegrita, a consultancy that unlocks the power of email, she's all about transforming processes, enhancing go-to-market strategies, and ensuring smooth customer experiences. Named one of the Top 50 Women in MarTech, Brandi blends strategic vision with operational savvy. She's also the co-author of "CMO to CRO" and the host of the Revenue Rehab podcast, known for turning ideas into action and inspiring others in the marketing world.

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