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
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22:49
Strategy Over Software: Customer-First Growth
When does buying software drive real impact, and when is it just a costly mistake?In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest tools without a clear plan and how to get finance and sales on board.Maxwell discusses the role of measurement, the importance of cross-functional buy-in, and why vendors should focus on business outcomes over vanity metrics. Plus, he shares lessons from leading high-stakes software decisions.In this episode, you’ll learn:Why marketing technology should solve business problems, not create themHow to align software purchases with long-term strategic goalsThe role of measurement and attribution in proving ROIJump into the conversation:(00:00) Introducing Maxwell Maurier(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
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26:14
Getting Started with AI Agents
AI-driven email outreach is more than just automation—it’s a game-changer for sales and marketing teams. But how do you deploy AI agents effectively while maintaining compliance, preserving inbox health, and ensuring human alignment?In this episode, Chris Dutton, VP of Marketing Operations at 6sense, breaks down how his team has scaled AI email agents over the past three years, long before AI became mainstream. He shares the key lessons learned, the crawl-walk-run approach to implementation, and how AI enhances rather than replaces BDRs.Chris unpacks the metrics that matter beyond vanity stats, the campaigns that work (and those that don’t), and the impact of AI on pipeline generation and team efficiency. From reducing BDR workload by 59% to achieving record-breaking pipeline months, this episode is packed with actionable insights on integrating AI into your outbound strategy.In this episode, you’ll learn:How 6sense successfully scaled AI email agents without compromising complianceWhy AI email agents complement BDR efforts instead of replacing themThe key metrics that matter when measuring AI-driven outreachBest practices for inbox warming, campaign selection, and maintaining email healthJump into the conversation:(00:00) Introducing Chris Dutton and the AI email revolution(02:16) The importance of AI agents in scaling outreach(04:48) How 6sense started with AI email agents—cautiously(07:24) Key metrics for success beyond open and click rates(10:29) The three most effective AI email agent campaigns(12:48) Common pitfalls and when not to use AI for outreach(15:42) How 6sense centralizes AI ownership and ensures compliance(18:20) The technical crawl-walk-run approach to AI email implementation(22:03) Surprising AI interactions: empathy, engagement, and success stories
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.
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