Intelligent Workflows & the next era of AI-powered B2B growth For more than a decade, 6sense has been driving B2B go-to-market innovation — helping revenue teams navigate complexity, engage the right buyers, and maximize pipeline impact. From pioneering account-based marketing to redefining revenue intelligence with predictive AI, we’ve continuously adapted alongside our customers. Now the […]
Account-Based Marketing (ABM) is a game-changer for B2B revenue teams. It enables sellers and marketers to laser-focus efforts on high-value accounts to increase the likelihood of conversion. But there’s a catch: It involves many tedious tasks that drain time and energy. Manually providing relevant and timely outreach to every individual account is like trying to […]
Summary and key findings Summary While ABM adoption is increasing, measurement practices are lagging, with most marketers still relying on traditional metrics such as leads and MQLs. This reveals a lack of alignment between what marketers are doing (ABM) and what they are measuring. Despite this, there are signs of progress, such as increased measurement […]
For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used? In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective […]
Ever wonder why your marketing automation platform (MAP) feels like it’s stuck in the past? You’re not alone. In a recent chat, Kerry Cunningham from 6sense and Peter O’Neill from Research in Action GmbH spilled the beans on the current state of MAPs and what’s brewing for the future. The MAP muddle Let’s face it: […]
Research In Action’s latest research report interviewed 1,000 global business managers and revealed that 87% of companies are reassessing their current Marketing Automation Platforms (MAP) as they reconsider marketing investments and transition from working individual leads to account-based revenue management. In this webinar Peter O’Neill, Research Director at Research In Action GmbH, and Kerry Cunningham, […]
Stop us if you’ve ever had this experience: marketing generates leads it contends are qualified. They pass the leads over to sales. Sales either 1) works the leads and says, actually, they’re not so hot or 2) abandons outreach efforts quickly because they would rather spend time progressing deals than chasing people who won’t respond […]
Revenue operations play a central role in business, but with so many pieces in motion, managing it all can feel overwhelming before we ever think about optimizing. Luckily, Sean Lane and Laura Adint have created a clear blueprint to help RevOps professionals navigate it all. As co-authors of The Revenue Operations Manual, Sean and […]
Overview According to Boston Consulting Group, marketing and sales inefficiencies cumulatively cost companies $2 trillion a year. Fixing this waste is a key reason companies invest in Revenue Operations. What is revenue operations? Revenue operations, or RevOps, is the coordination of marketing, sales, and customer success activities to maximize operational effectiveness and promote growth. RevOps unites four […]
Need help determining what metrics to measure, and how to measure them? In this webinar session, our experts from 2X and Syniti will cover how to build and use dashboards to uncover campaign impact throughout the funnel.
Overview A strong Ideal Customer Profile is the foundational building block of an account-based marketing program. Account-based marketing (ABM) is a B2B sales strategy in which the revenue team narrows their efforts onto a set of high-value accounts. Key to this strategy is having a method for determining which accounts are most valuable. What is an ideal customer […]
Marketing ops manager Marketing Ops Managers ensure that marketing campaigns are not only creative but also well-coordinated and data-driven. As the backbone of the marketing operations discipline, these professionals streamline processes, manage technologies, and analyze data to optimize the effectiveness of marketing efforts. Here, you’ll gain insights into the day-to-day responsibilities of a Marketing Ops […]
