6sense use in multi-product portfolio companies

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Mariam Tariq
Mariam Tariq Posts: 3 ✭✭
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Hello, We are a portfolio company with fairly disparate products (different personas, product areas, etc.) We see a lot of cross-talk in the data. For example, website visits for product A drive intent for B.

Curious if there are others who have been successful using 6sense in this capacity. All the success stories I have seen are with smaller companies with 1 product or a similar product area of related products.

Mariam

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  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    We are in the same boat. I attended 2 great sessions last year at Breakthrough (and I unfortunately still haven't had time to implement) that spoke to this.

    One was called Multi-Product Mayhem (if you search here in RevCity I think you'll find a transcript of that session). It was really insightful on trying to keep products separate when you can't afford a model for each product or industry or persona (because, if we could - we would). It was done using a combination of specific keywords that don't overlap and web pages.

    The other was on creating custom 6QAs. I still don't quite have my hands around that one at all but it's brewing in my brain how I could possibly combine the data/information from both sessions to create more unique programs for specific goals (if that makes sense).

    Hope that helps point you in a good direction, at least.

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    @Mariam Tariq Different products, one model? That's the boat we're in right now. The Multi-Product Mayhem session Jana mentioned was a really good one for this type of situation, thought it can be messy.

  • Mariam Tariq
    Mariam Tariq Posts: 3 ✭✭

    Much appreciate the tip. I'll look for that session. Thank you for replyinh.

  • Taylor Matysik
    Taylor Matysik Posts: 46 ✭✭✭✭✭✭

    @Mariam Tariq I lead the ABM/ABO program over at Perforce, we are a portfolio organization with four business units and upwards of 20+ products across those BUs. We've had a ton of success with 6sense but it hasn't come without its share of challenges we've needed to overcome.u

    The main challenges come with data management, integrated technologies, and the fact that 6sense just was not built (at least not at the forefront) for portfolio organizations. A couple things I can recommend if you are still building out your program:

    1. Walk before you run — don't try to roll out ABM across your entire organization (if possible) implement with one or two products to start, optimize, then scale to another brand/product line.

    2. Invest time integrating across your entire tech stack — the more you can leverage 6sense intent data in conjunction with your aggregate tech stack the more effective your ABM motion will be.

    3. Align your GTM stakeholders — Sounds obvious but it is so common for marketing, XDRs, and sales to just live in a silo operating totally disconnected from one another. You're all pushing for the ultimate goals focused on pipeline and revenue, ensure each stakeholder group understands their part. Align across these three groups early in the year (or better yet, at the end of the year going into the new year) and schedule regular connects for leadership across these functions to ensure alignment stays strong.

    4. Prioritize defining success and set-up tracking against the success KPIs — Often times organizations roll out ABM/ABO without defining what success with ABM/ABO looks like. Don't make this mistake, align on what success looks like among marketing/XDR/sales leaders and then take the time to track the metrics that roll up to those KPIs, ideally in your CRM.

    5. Build out role-based ABM/ABO training and monitor ongoing usage and adoption — This goes hand-in-hand with defining success. It is really hard to get an organization on board with ABM/ABM, often because outside of marketing ABM/ABO is only loosely understood. For most stakeholders, it is more of a buzzword than a GTM motion. Prior to or during roll-out, dedicate time to building role-based ABM/ABO training and ensure you monitor and reenforce ongoing usage and adoption across leadership of the primary ABM/ABO functions (marketing, XDRs, sales).

    I could go on for days on this topic but the five items above have been the most critical lessons I learned along the way bringing ABM/ABO to Perforce and have been our keys to success. Hope this helps!

  • Claire Couch
    Claire Couch Posts: 20 6senser

    @Taylor Matysik thank you so much for your point of view! I hope we see a Breakthrough Speaker submission from you this year, too!

  • Mariam Tariq
    Mariam Tariq Posts: 3 ✭✭

    Thanks @Taylor Matysik

    I know Perforce well. It's a little similar to my company Progress.

    We are testing this on two products only with a small rollout. But these are two different products with different ICPs and target personas. Do you have this? Perforce is oriented to dev and IT, if I recall.

    We have one product for Marketing and the other for IT.

    What we haven't been able to do is clean the noise between the two. Simple example - URL visits to Product A influence (incorrectly) Product B. Do you have this issue?

    Mariam

  • Taylor Matysik
    Taylor Matysik Posts: 46 ✭✭✭✭✭✭

    @Mariam Tariq Yes, this is the exact situation we have — Perforce has numerous products, most of which roll up under the broader DevTools umbrella, but many have significant differences in account ICP and target personas.

    As for you problem you mentioned in your example — Product A intent being misappropriated to Product B in 6sense — this sounds like an issue with your data taxonomy. Assuming your organization has a predictive model for each of these products? If so, it is likely an issue with your data taxonomy and intent mappings there. Your CSM should be able to facilitate a call with a tech expert on the 6sense side that can facilitate a review and update to your data taxonomy, which should resolve that kind of issue.

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    Hey, @Mariam Tariq! Would you be open to having a chat with our product manager for predictive? Would love to hear more about this and help find a solution!

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    @Taylor Matysik Do you have a predictive model for each product?

  • Taylor Matysik
    Taylor Matysik Posts: 46 ✭✭✭✭✭✭

    @Brandon McBride No, not every product, we have over 20 products in Perforce's portfolio and not all of them would be an ideal fit to have a predictive model or even have an ABM GTM motion. Additionally, I can't fathom how abhorrently expensive that would be.

    That said, we have a total of four predictive models currently, and have been adding about one per year since I've been with the company. These have largely aligned with our acquisitions that are added to our portfolio.

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭
    edited June 2

    @Taylor Matysik Thank you for the clarification. We currently have over a dozen products, but all within one model, so I've had to rely on other measurements to estimate where that interest lies. It's been interesting. I'd love to invest in a multi-model approach.

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