CMOs should aim high and think like a CRO! (Actually all Marketers should think this way of this final Pavilion CMO preso – think in terms of revenue and tie your function to revenue outcomes).

Wrapping up my 3rd and final hashtag#pavilionCMOsummit2024 in NYC LI post, CRO Latané Conant (she/her) of 6sense Inc. gave a roadmap of key areas to focus on (see photo) and left us with 6 concepts:

1️⃣ 𝐆𝐞𝐭 𝐠𝐫𝐞𝐚𝐭 𝐚𝐭 𝐟𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠. This ties to ICP building and territory assignment. Forecasting may be a muscle to develop through stronger reporting.

2️⃣ Make 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐢𝐧𝐠 𝐚𝐧 𝐞𝐧𝐣𝐨𝐲𝐚𝐛𝐥𝐞 𝐚𝐧𝐝 𝐫𝐞𝐠𝐮𝐥𝐚𝐫 part of your routine to drive effective results and mastery. She talked about an all day Tuesday prospecting effort.

3️⃣ 𝐀𝐥𝐢𝐠𝐧 your efforts with your company’s needs to advance your career – here she gave several examples of when revenue related responsibilities are needing to be filled, Marketers should look to jump on those.

4️⃣ 𝐃𝐞𝐯𝐞𝐥𝐨𝐩 𝐚 𝐝𝐞𝐞𝐩 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬. Don’t be afraid to ask the tough questions of them as well, ‘will you be renewing?’

5️⃣ 𝐄𝐥𝐢𝐦𝐢𝐧𝐚𝐭𝐞 𝐢𝐧𝐞𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐢𝐞𝐬 𝐚𝐧𝐝 ‘𝐝𝐞𝐚𝐝 𝐳𝐨𝐧𝐞𝐬’, where opps get perpetually stuck in stage 0/1. Take control of your pipeline, focus on capacity planning, and effectively lead BDRs. (note: we, too, at B2B Fusion are equally passionate about getting more efficient through dead zone elimination as 6qa/MQAs are perishable when done right.)

6️⃣ 𝐓𝐡𝐞 𝐩𝐚𝐭𝐡 𝐭𝐨 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐫𝐨𝐰𝐭𝐡 𝐢𝐧𝐯𝐨𝐥𝐯𝐞𝐬:
+Aligning teams
+Breaking down silos
+Emphasizing the value of change management over implementation

If you are reading this far, it wasn’t just the content that she delivered, it was how she delivered her presentation as extremely authentic, yet leaving all of us thinking bigger and feeling hopeful about the future. This was clearly one of the best presentations of the day from what several others shared with me over dinner that evening and I agree.