How does a company transform its market potential by tapping into the latest technology?In this episode, Tricia Gellman, CMO of Box, shares how the company expanded its addressable market by $40 billion through AI integration. She discusses the need for new products, messaging, team structure, and partnerships. Tricia highlights the rapid changes in AI for content management and the importance of aligning sales, marketing, and customer success to win over new and existing personas.The conversation highlights innovative AI use cases, such as recruiting automation and sales contract creation, emphasizing the importance of developer engagement. Tricia discusses navigating rapid change and the significance of adaptability and celebrating successes.In this episode, you’ll learn:How AI is opening up a $40 billion market for BoxThe role of unstructured data in driving AI valueWhy Box is moving from on-premise to AI-driven solutionsJump into the conversation:(00:00) Introducing Tricia Gellman(02:35) Box expands into $40 billion AI market(04:17) Disrupting on-prem solutions with AI-driven content(06:49) Organizing transformation in the AI era(10:22) Rethinking buyer personas and IT’s role(14:46) Adapting sales and CS for new narrative(18:21) Real-world AI agents emerging in HR(21:25) Enabling agent collaboration for sales efficiency(25:17) Marketing shifts to developer engagement strategy
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33:16
Behind the Curtain of a Brand Refresh
A successful brand refresh is more than just a new look. It’s about aligning your messaging, visuals, and product to tell a cohesive story. But getting there requires careful planning, clear ownership, and a deep understanding of what’s changing.In this episode, Saima Rashid and Adam Kaiser share the inside story behind 6sense’s brand refresh. They’ll explore how aligning messaging with product architecture drove design decisions, the importance of maintaining core elements, and how to avoid pitfalls in the process.In this episode, you’ll learn:What teams often get wrong when updating their brandHow to measure impact across product, marketing, and sentimentWhy clarity in ownership and timing makes or breaks the process
Jump into the conversation:
(00:00) The time to refresh
(02:32) Signs it’s time for a brand refresh
(04:29) How AI and M&A shaped the story
(06:36) Rebrand vs. refresh and why it matters
(08:22) The new design system of grids and glows
(13:26) Why messaging needs to lead the change
(20:31) Key metrics to measure brand impact
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24:01
Marketing is Everything That Touches The Market
How can businesses maintain their competitive edge while adapting to rapid technological changes?In part two of conversation, Seth Godin, author of This Is Strategy, shares his insights on strategy, innovation, and the transformative impact of AI. He explains how to balance strategic commitments with the flexibility needed to respond to new opportunities. Seth addresses the potential pitfalls of relying too heavily on AI for efficiency and discusses the importance of creating added value for customers.The conversation also explores the distinct roles and mindsets necessary for navigating an uncertain landscape. Getting into the differences between tactics and strategy, Seth illuminates how empowering teams can lead to innovative solutions.In this episode, you’ll learn:
1. How to balance flexibility with strategic commitment
2. Why empathy is essential in both strategy and leadership
3. How to leverage AI to create long-term value, not just cut costsJump into the conversation:
(00:00) Introducing Seth Godin
(02:41) Empowering frontline tactics in luxury service
(04:52) Marketers' role in AI integration
(06:16) Permission marketing in the AI era
(10:29) Understanding product adoption lifecycle
(12:39) Strategic advantage through unique actions
(14:20) Facing competitive landscapes with empathy
(17:08) Personalizing long-term strategic planning
(19:52) Frameworks for effective strategy communication
(22:01) Relying on market feedback and resilience
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24:38
Strategy is a Practice Not a Plan
How do you lead with strategy in a fast-changing world?In this episode, Seth Godin, author of This Is Strategy, joins Saima Rashid and Adam Kaiser for part 1 of a two-part conversation. Seth discusses his latest book, This is Strategy, and how it challenges traditional views of what strategy really is. He explains why strategy isn’t about planning or quick wins, but about understanding where you’re headed and who you want to become.He breaks down how companies like Starbucks and Microsoft have successfully navigated the market by sticking to clear, long-term strategies. Seth also touches on the importance of working within systems and how to shift from focusing on short-term results to embracing long-term thinking.In this episode, you’ll learn:
1. What makes strategy more than just a plan
2. How empathy impacts both strategy and leadership
3. Why long-term thinking is essential for successJump into the conversation:
(00:00) Introducing Seth Godin
(04:12) Misunderstanding of strategy concepts
(06:36) Short-term tactics vs. long-term strategy
(07:23) Successful company strategy examples
(08:59) Empathy’s role in strategy, leadership
(10:49) Changing systems and working within
(14:21) Measuring numbers and long-term thinking
(16:56) CMO’s role and market-driven marketing
(19:53) Impact of marketing choices on growth
(22:25) Negotiating strategic focus within the C-suite
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24:32
Building a Team for ABM
What’s the secret to assembling the right team to power your ABM strategy?In this episode, Max Spanier, Founder of Sloane Staffing, discusses how to build a high-performing team for Account-Based Marketing (ABM). He explains why hiring the right people is just as critical as having the right technology, how to identify key roles like GTM engineers, and why soft skills matter just as much as technical expertise. Max shares his insights on trends in the B2B martech space and the importance of cross-functional alignment for ABM success.
Max also breaks down the challenges of staffing in a rapidly changing industry and offers advice on how to successfully scale ABM teams to drive real business impact.In this episode, you’ll learn:The importance of building a team that can execute ABM effectivelyKey hires to consider when scaling your ABM strategyHow to blend hard and soft skills when staffing for ABM rolesJump into the conversation:
(00:00) Introducing Max Spanier
(01:20) How Trellix aligns tech investments with goals
(04:46) The risks of shiny object syndrome in B2B
(07:32) Why cross-functional alignment drives success
(11:32) Why measurement is critical for marketing spend
(15:46) A vendor’s role in supporting business outcomes
(20:07) Key indicators for evaluating software impact
(24:50) Unrealistic expectations in tech deployments
There's so much noise when it comes to marketing and sales strategies, and it can be hard to differentiate between the junk and what will actually drive impact. We’re here to help make sense of the nonsense.
Through conversations with other revenue leaders, we’re going to explore the projects and campaigns they’ve executed to drive their business forward.
Whether mundane or illogically ridiculous, we’ll share key insights as we break down how, and why, they were successful in making revenue.
Proudly brought to you by 6sense, let’s make sense of the strategies others have tried so you can be one step ahead of the rest.
Ireland