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2026 BDR Research Webinar Replay
Hi all, We've been chatting a lot about this year's BDR research — dare I say the most interesting year yet. It's wildly important that we take a step back and look at where we're going with AI: so much potential, but also plenty of potential to just pump out more of the same, faster. Our head of research @Kerry sat down…
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Another finding from our latest AI-Driven GTM research...
In a typical 10-to-12-month B2B buying journey, 6 to 8 months are spent in what we call the Selection Phase: a period of silent, anonymous deliberation in which buying teams shortlist and rank vendors before ever speaking to sellers. Almost all of that activity is invisible to teams that aren't tracking anonymous signals…
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Statistically Speaking Ep 4: Level of Significance & P-values (Sounds Boring But Stay With Us)
I've been posting a bit about our video series called Statistically Speaking — a labor of love from the research team at 6sense. Ever since day one of this job, we've been committed to producing objective, thorough research. It's kind of in our blood — or at least how we were taught. That means crossing t's and dotting i's…
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The Phase That Decides the Deals Is Invisible to 6 in 10 Teams
Our AI-Driven GTM research is out. While some of the findings aren't entirely surprising (when we ran this study in 2023, teams were already over-indexed on identified, individual signals of buying intent), what's changed is the urgency. Every organization we surveyed (literally 100%) is now using AI for GTM, and it's…
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8 Research-Backed Ways to Increase Job Support in BDRs
@Kerry and I started our annual BDR study in 2021. That year, and every year since, how supported BDRs feel has been the strongest predictor of their performance. This year, BDRs who agree or strongly agree that they feel supported achieve an average of 100% quota attainment, compared to 77% among those who somewhat agree…
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Most B2B Teams Are Optimizing for the Moment Influence Ends
Last week, we shared the release of our new research — AI-Driven Go-to-Market: How B2B Go-to-Market Teams Find, Prioritize, and Engage Buyers. Every organization we surveyed uses AI for GTM, but only 1 in 3 rely on predictive models to do it. The rest are running rules-based logic (or a combination of rules and models)…
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Statistically Speaking Ep 3: Descriptive vs. Inferential Statistics
A lot of benchmarks and "boom" stats that we come across report descriptive statistics — averages, usage rates, etc. They describe what was found in a sample, and they're genuinely useful for communicating what a data set shows (we use them all the time!). But descriptive stats summarize the data you collected, not whether…
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New Research! AI-Driven GTM: How B2B Teams Find, Prioritize, & Engage Buyers
We have a new report out today — AI-Driven GTM: How B2B Teams Find, Prioritize, & Engage Buyers. We surveyed 427 B2B practitioners on how they identify and engage buyers, and specifically on how AI has entered that process. What we found is that AI has moved in everywhere but changed very little about the underlying…
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Why One Quarter Looks Different Than the Next:Variability Explained in Ep2 of Statistically Speaking
Eeeeek! So happy to be sharing that @Kerry and I have a new video series, Statistically Speaking 🎉 How many benchmarks that you've cited this year were actually statistically validated? Probably fewer than you think! We're constantly surrounded by research, benchmarks, surveys, reports, and claims, both at work and in our…
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Name It to Tame It: Folklore Debt
There's a common arc in B2B. Early-days, an MQL-based demand system gets built. Growth explodes. A narrative about how MQLs drove company growth becomes cannon. New initiates into the company are steeped in the MQL narrative. Then, conditions change — the market matures, the brand grows, buyers get more sophisticated — but…
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What Kodak's Digital Camera Can Teach B2B Teams About Their Own #FolkloreDebt
In 1975, a Kodak engineer built the first working digital camera. And yet what followed wasn't a transformation, rather, it was careful management. Digital was licensed, developed slowly, kept at a safe distance from what had made Kodak one of the most valuable companies in the world — film. Digital photography never quite…
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Folklore Debt: The Stories That Build B2B Companies — and the Ones That Hold Them Back
Hi all, Yesterday we teased the release of our new framework Folklore Debt. We're really excited to be sharing it with you today. Like technical debt, folklore debt accumulates when the stories that once drove success outlive the conditions that made them true — quietly shaping decisions long after they should have been…
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New Framework coming tomorrow — Folklore Debt
Every B2B company has a story about how it first won. The scrappy outbound team that outsold everyone. The inbound engine that flooded the pipeline. The founder who cold-called their way to $10M. Those stories are real — and they were earned. The problem is what happens to them over time. They stop being context and start…
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Job support is the most reliable predictor of BDR performance — for the 5th year.
Hi all! Happy Day 4 of BDR Appreciation Week! Coming from an org psych background, this is absolutely one of my favorite kinds of findings to see in data. BDRs who feel clearly supported in their role average 100% quota attainment. Those who don't: 77%. "Supported" in our data means having the tools, training, and…
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9 in 10 BDRs Multithread -- Here's What the Top Teams Do Differently
Happy Day 3 of BDR Appreciation Week! Back with more from this year's BDR research: 91% of BDRs say they multi-thread into accounts — and that number has been statistically similar for the past few years. So multithreading itself might not be what separates teams anymore, but what happens within it does. Reaching two…
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What cut "wrong timing" rejections from 78% to 44% in our BDR data?
Happy Day 2 of BDR Appreciation Week! Continuing to share findings from year 5 of our BDR research — this one connects to what I shared yesterday about account prioritization tools and performance targets. "Wrong timing" is the #1 reason prospects tell BDRs no. But how often reps hear it depends a lot on how their…
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Celebrating BDRs + New Research
Each year, BDR Appreciation Week is our chance to celebrate the hard work, resilience, and pipeline-driving contributions of BDRs and SDRs — and to check in on how the role is evolving. We survey BDRs annually to understand what they're experiencing day to day, and this year we asked more questions than ever. We're excited…
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New BDR research is coming next week!
Hi all, Every year, we take BDR Appreciation Week as an opportunity to celebrate the hard work, resilience, and pipeline-driving contributions of BDRs and SDRs — and to check in on how the role is evolving. As part of that, we survey BDRs on their day-to-day experiences, and this year, we asked more questions than ever,…
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Wednesday Wisdom: 4 Dimensions of Prior Experience Buyers Bring to Evaluations
Our buyer experience research has shed a lot of light on how much prior experience buyers bring with them into new evaluations — vendor relationships, past evaluations that ended in success, those that didn't result in a purchase, implementations, failed solutions, solutions that earned promotions, and much else. In our…
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Wednesday Wisdom: Top of Funnel or, Ton of Hope
Hi all, More from Kerry on “funnel” thinking — how often do we hear, read, and use terms like TOFU, MOFU, and BOFU ourselves? They roll off the tongue… a little too well 😄 But how many of us can actually define them? And how often would those definitions be the same? It’s part of the problem. These terms are used to mean…