On this episode of The Marketer’s Journey, I interview Latané Conant, CMO at 6sense, who I previously interviewed more than three years ago at the tail-end of 2019. Of course, a lot has changed since we last spoke, so I was eager to hear her exciting updates about how much her team has grown over the years. We discuss how buyer expectations have shifted, how she’s managing those changes alongside her colleagues, and how she encourages everyone on her team to help move the needle.
Key takeaways from this episode:
- Don’t fall too far behind the wave. Latané uses a creative analogy to explain the importance of keeping up the momentum during stages of high growth. When wake-surfing, it’s essential that you avoid falling too far back behind the wave—otherwise, no amount of movement will help you stay afloat. The same goes for companies that are growing fast: hiring should be a top priority if you hope to keep pace.
- Understand your employee value proposition. Latané believes that learning to hire well is one of the most important aspects of the CMO role. Part of this includes communicating your company’s value proposition clearly to candidates. For example, she mentioned that at 6sense, work/life balance isn’t a major draw for the organization, but since it offers such a high-growth experience, they can guarantee that employees will learn a lot on the job—and fast.
- Take the time to communicate effectively. Latané also reminds us of the importance of clear communication, especially as we scale. Regardless of your marketing team size, we live in a world that’s changing rapidly. It’s essential that leaders take the time to sit down with their teams and explain the things that people may not see on the surface.