6sense Blog

Three accounts. All showing strong buying signals. All squarely in the ideal customer profile. By every available measure, they looked like sure buyers. Years before joining 6sense, now-CMO Kelly Hopping walked into a meeting with her former sales team feeling good about those three accounts. Then a rep asked: “Wait, why are we chasing these?” […]

Most teams default to the same GTM strategy move, no matter the situation: compete harder, differentiate louder, take share from whoever’s in the way. It’s the reflexive answer to almost any growth question, and often it’s the right one. But not always. Sometimes competing harder is the exact move that backfires, confusing the buyers you’re […]

B2B vendors are reporting significant declines in web traffic, and many marketers have a question is obvious and urgent: Are AI summaries siphoning potential buyers? The answer is counterintuitive: No.    Research into buying group behavior shows roughly the same number of vendor interactions as in previous years. Understanding this seeming contradiction requires a deeper […]

Imagine walking into a demo and realizing the buyer has already spent six months deciding what matters, what doesn’t, who they trust, and which vendors belong on the shortlist.  You don’t have to imagine. Research shows that it’s the reality. Buyers establish their evaluation criteria before they ever speak to a sales rep.  Worse, that […]

When B2B revenue teams evaluate their GTM stack, they’re usually trying to solve one of two problems. The first: my team doesn’t have good enough data to work effectively — we’re missing contacts, our records are incomplete, and we’re spending too much time on research. The second: my team has plenty of data, but we’re […]

If your GTM intelligence only exists inside a dashboard, it’s not really part of your GTM motion. It’s a reference tool, and reference tools are skipped. The way RevOps and data teams are building go-to-market systems has changed. AI agents are part of daily workflows. CDPs, CRMs, and data warehouses need clean, current contact data […]

By the time a buying group contacts a vendor, more than 60% of their decision-making journey is already behind them. The shortlist was formed before the first call. A preferred vendor was likely identified before any sales rep got involved. And 95% of deals go to a vendor that made the Day One shortlist. That’s […]

Your B2B advertising campaign did its job, and an account landed on your qualified account list. Marketing is excited. Then the handoff to the sales team happens, and momentum slows to a crawl. This is a challenge of account-based marketing: You can drive account engagement, but that engagement doesn’t automatically become pipeline until you start […]

The conventional wisdom in B2B content strategy is that a big part of the marketer’s job is to educate buyers on the basics. Build category awareness. Explain the problem. Then move qualified prospects down the funnel. For the majority of companies that are in well-established solution categories, that assumption is wrong. Most B2B buyers have […]

Single-threaded deals are your primary source of late-stage deal risk. One person in a buying group can’t move a deal forward alone. When your reps own one relationship per account and ignore the rest, you’re not really in a deal. You’re managing a single point of failure. And when that person leaves, gets reassigned, or […]

Ask any demand gen leader whether their programmatic campaigns are reaching the right accounts, and most will say yes. Ask them whether those accounts are actively in-market right now — evaluating solutions, building shortlists, moving toward a decision — and the answer gets murkier. That gap is the core problem with how most B2B advertising […]

Most B2B revenue teams aren’t failing because of bad execution. They’re failing because they’re executing well against assumptions that stopped being true a long time ago. Data from more than 10,000 B2B buying journeys reveals a consistent pattern: The mental models that govern how most teams allocate budget, measure success, and deploy sellers are systematically […]