book

No Forms. No Spam. No Cold Calls.

by Latané Conant

September 2022

Intermediate to advanced

272 pages

7h 36m

English

Wiley

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Dedication
The Virtuous CycleThe Age of the CustomerThe importance of employee experienceThen … why do we treat prospects like dirt?We're getting in their wayWe annoy the hell out of themWe disrupt their livesHow B2B buyers buyThe dreaded Dark Funnel™Why MQLs aren't worth a dimeA shift toward a customer-led digital experienceWe need to understand how modern buyers buyWe need to understand the stages of engagement—and know when to actAct on real insightsA bold path forwardWhat do we mean by “no forms”?What do we mean by “no spam”?Next-level personalizationWhat do we mean by “no cold calls”?Dynamic territories made possible by intent dataLet's talk resultsNotes
The Incredible Shrinking CMONew Rule: No More VerbingTime to Play Offense1. Strategic Plan2. Customer Insights3. Category Design4. CultureGo Forth and TransformNotes
The business case for customer-first sales and marketingAccounts > LeadsWhere ABM falls shortMy own turbulent ABM journeyBack to basicsAn orchestrated path forwardTime to get TechyReminder: We're doing this for a reasonNotes
Step 1: Align on a revenue operating modelStep 2: Find the redStep 3: Design your go-to-market planStep 4: Execute using the five-step account-based formulaStep 5: Inspect what you expectStep 6: Communicate and repeatNotes
The CRO Perspective: A New Era of SellingLighting Up the Dark Funnel™Putting Reps in a Position to WinAccounts > LeadsPrioritization in ActionOld-school vs. new-school territory designGetting into New Markets + VerticalsThe Unified Pipeline ModelHiring + RetentionEnablementAlignment Across the Revenue TeamTech + Strategy + Hard Work = PayoffNotes

Change isn't just coming, it's hereRevenue OperationsRevOps supports, aligns, empowersCalling all RevOps difference-makersDigital marketers transform the digital experienceBreakthrough moves for digital marketersYes, this is all possibleDemand generation leader: You're the chief operating officer of the marketing departmentMultithreading with key personasWhat about attribution?Breakthrough moves for demand generationField Marketers: The Future Chief Market OfficersAre you ready?Go forth and lead the change!BDRs, SDRs, MDRs: You make the magic happen!A mile in your shoesMy a-ha momentAn end to cold callsFive Rules for BDR BreakthroughsDifference-makers in actionRise up and embrace the change!Sales LeaderWhat keeps you up at night?The bright new world of sales leadershipSales and Account ExecutivesA total commitment to winningTop sellers use every advantageIt's about tech … and so much moreWhy we need this change, now more than everDifference-makers, it's your time to break through!Notes
How do I know (and show) that marketing is successful?Moving from reporting to forecasting: Be a financier, not an accountantDo I really have to give up my MQLs?The mentality of working an account, not a leadNo 6QA left behindThe “No Spam Nurture”You gotta wannaNote

Overview

Unlock the full potential of modern marketing and sales

In the newly revised and updated edition of No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing, celebrated speaker, writer, and Chief Market Officer of 6sense, Latané Conant, delivers an eye-opening and engaging guide for salespeople and marketers to use technology to identify prospects and put them at the center of everything they do.

You’ll learn how to prioritize which accounts to work, engage the entire buying team, uncover hidden intent signals, and measure real success. You’ll also discover:

Strategies for building a tech-stack that prioritizes your customers
Ways for chief marketing officers to stop playing defense and go on offense
Insights for the modern sales leader, including how to sellers up to win, design successful territories, and hire and retain top sellers
How the modern era of marketing and sales is different from what it used to be and how to capitalize on your new capabilities

A can’t-miss handbook for marketers, salespeople, and team leads, No Forms. No Spam. No Cold Calls. is an original and thought-provoking journey through the techniques and strategies made possible by modern revenue technologies.